A seasoned cheese connoisseur, Edward Hancock is founder and soul of The Cheese Geek, the UK’s leading online cheesemonger and subscription service. Hancock steers the direction of the business, sourcing the cheese and leading on brand development. Hancock’s passion for the promotion of British Cheese, particularly traditional and small-batch cheesemakers, is one of the driving forces behind his endeavour. Along with disrupting the traditional structures of the industry to change people’s perceptions and expectations of cheese. His aim is to become the face and voice of the cheese industry, and to ultimately create a brand synonymous with cheese itself. Alongside embarking on his venture into fromage, Hancock has an extremely successful career in finance as Fund Manager of a Systematic Trading Strategy. As one of the two people who conceived and built the trading strategy, Hancock’s technical expertise have allowed him to create a software that delivers a truly unique service to each customer. A Chartered Financial Analyst, the highest accolade in finance, Hancock’s achievements don’t stop in the finance sector. Hancock is also an Academy of Cheese Associate, the only UK accredited qualification in cheese and has previously judged the International Cheese Awards. Championing British cheese, Hancock’s marker of success is to be surrounded by people who are familiar with the currently niche artisan British cheeses such as Old Winchester, Baron Bigod and Rollright.