CASE 4.2 Yorkshire dama cheese company: Untangling growth dilemmas

Razan Alsous, a Syrian woman, lived a comfortable life with her husband, Raghid, and three children in Damascus until 2011 when geopolitical unrest engulfed Syria. Faced with the dangers of the unrest, they fled to the UK in 2012, leaving behind their life and loved ones. Arrival in the UK brought its own struggles of finding employment due to delays in obtaining a work permit and lack of recognition of degrees and work experience. Determined to support her family, Razan started her own business, Yorkshire Dama Cheese, producing a hard Halloumi-like cheese. Learning to make cheese and write a business plan for the first time, Razan secured a small loan to launch her business. She embraced the British consumer searching for authentic flavours, successfully establishing her business, and winning celebrity recognition and various awards. After 10 years in operation, Razan and Raghid are contemplating the future of Yorkshire Dama Cheese. The company, profitable with a solid reputation, remains relatively small. It also faces a few challenges driven mainly by the macro-economic environment and operational constraints. Yet, there are numerous opportunities for growth. However, finding the way forward poses a predicament to the entrepreneurial founders.