In a remarkable journey that began in 2015, Maia Donadze, the passionate founder of Maia Cheese, has achieved a milestone that promises to put Sri Lankan cheese on the global map. When we last spoke to her in 2022, Maia had vowed to elevate Maia Cheese to international recognition, a promise she has fulfilled with determination and hard work. Recently, her team’s extraordinary effort paid off at the prestigious Wisconsin World Cheese Championship in the USA, an event that occurs biennially and attracts entries from around 4,000 cheese makers from around the world, including prominent cheese-producing regions in America, Europe and Australia.
Settling down in a cozy chair for an interview with the Sunday Observer at thier residence and Maia Cheese factory in Madipola, Matale, Maia and her husband Sheriozha Anthony Wijekoon shared the backstory of their remarkable achievement, which began two years ago. Understanding the level of excellence required for such a competition, she and her team crafted special cheeses specifically for this event. “The cheeses we competed with were made entirely by my girls. I haven’t put my finger down; it’s their cheese. I can proudly say it’s Sri Lankan cheese,” Maia added, highlighting the dedication and skill of her all-female team.
Remarkable achievement
Maia Donadze
Maia successfully navigated numerous challenges in export logistics and international compliance, thanks to support from the Industry Development Board (INDP) and timely acquisition of export licences. Obtaining the FDA licence in just two weeks was crucial for importing Maia Cheese into the USA. The DUNO licence ensured food product traceability, essential for global market entry. Maia praised the cooperation of the USA administration and the expertise of DHL in managing the transportation from Sri Lanka, highlighting the minimal cooling needs during the journey.
Once in the USA, the cheese underwent rigorous evaluation. From 4,000 entries, Maia Cheese emerged as a standout, securing the 20th spot – a monumental achievement, especially as the only Asian representative in the top ranks. “The judges were amazed at how we managed to send such high-quality cheese from Sri Lanka. They even checked the milk for bacteria count and quality, which was perfect,” Maia said, reflecting on the rigorous standards her product met.
The recognition didn’t stop there. Maia Cheese’s success was celebrated in several US newspapers, and it received a special prize for its entry as a Sri Lankan product. This accolade has not only brought pride to Maia and her team, but also to the entire nation of Sri Lanka.
Looking ahead, Maia is already preparing for the next challenge. “The next competition will be in Portugal in November. I’ve already started making cheeses for it. I call my champion cheese ‘Twig’, and I’m hopeful it will continue our winning streak,” Maia said.
Maia expressed her pride in the brand’s achievement, saying, “Achieving the 20th place out of 4,000 cheese factories, alongside giants such as Australian Saputo Dairy and Italian Parmigiano Reggiano, is an extraordinary accomplishment and a testament to our quality and dedication.” She added, “Their state-of-the-art facilities, with six-floor maturation rooms and cutting-edge equipment, highlight the significance of our accomplishment given our relatively smaller operations.”
Maia and her team
Despite this significant milestone, Maia said that their journey is far from over. “We’re not stopping here; we’re moving forward with great optimism. In Portugal, I anticipate more success, especially as we continue to compete with renowned cheese-producing countries such as Germany, Italy, and France. Competing at this level, where the expertise in cheese production is unparalleled, is a huge privilege for me and my team,” Maia said.
Quality matters
In the dairy industry, Maia says, “The crucial elements of feed quality and cow breed greatly influence cheese production outcomes.” She underscored the challenge posed by local cow breeds, which often yield milk unsuitable for cheese making, resulting in subpar quality and undesirable flavours. “The feed quality is paramount,” she says, “as it directly impacts the milk composition, affecting factors such as fat content and protein levels.” Collaborating with a farmer who prioritises cow nutrition has been instrumental, ensuring a consistent supply of milk ideal for cheese production. “To compete successfully in foreign markets,” Maia said, “we must adhere to stringent quality standards, which necessitate specialised farming practices and meticulous attention to milk sourcing.”
Recognising the limitations of relying solely on local cow breeds, she affirms the importance of maintaining consistent milk quality to meet the demands of international consumers. Alongside her emphasis on milk sourcing, Maia highlights the indispensable role of her 25-year-old technology in cheese production, boasting a diverse portfolio of over 30 cheese varieties. “With a focus on quality control and technological innovation, our venture is poised for success both domestically and internationally,” she added.
Love for Sri Lanka
“Choosing Sri Lanka as my home was a decision rooted in love and opportunity,” she said. “My husband’s encouragement to build our life here, coupled with the chance to contribute to the nation’s economy, solidified my commitment.”
Despite initial challenges, including a dearth of milk supply, she remained steadfast in her pursuit. “Importing cows was just the beginning. I was determined to elevate local dairy production, one cow at a time,” she said.
However, navigating discriminatory attitudes as a foreign entrepreneur tested her resolve. “It was disheartening to encounter skepticism about my dedication to Sri Lanka, especially from the local authorities and communities we are dealing with. They tend to think that I being a ‘Sudda’ will bring back money to my country,” she said. “However, recently I obtained Sri Lankan citizenship, and I am the first Georgian citizen to have Sri Lankan citizenship. I hope it is an expression of my allegiance to this country and its people,” Maia said.
Reflecting on the broader business landscape, she acknowledges infrastructure deficiencies hindering foreign investment. “While the current government’s initiatives are promising and I have the utmost trust and respect in President Ranil Wickremesinghe’s present economic policies, action is needed to bolster industrial development and attract international corporations,” she said.
Maia, her husband Sheriozha Anthony Wijekoon and their children
In her continuous efforts to empower local communities, Maia has consistently prioritised recruiting residents from the neighborhood. “I enjoy talking to them, listening to their thoughts about their country, their people, and their future. What I’ve observed, especially after the collapse of the US dollar, is that our true strength lies in our people,” Maia said.
She expressed concern over the prevailing mindset where many aspire to leave the country in search of better opportunities abroad. “It’s disheartening that everyone thinks there’s a better life out there, or that they can earn more elsewhere,” she says. “Once they gain thorough knowledge and skills, they want to move abroad, which wastes our time, money, and energy training new employees.”
Emphasizing the importance of building a future within their own country, she frequently reminds her employees of the value of staying. “I always tell them, ‘You have children, I have children. Why go and be a slave in another country for strangers when you can work to improve your own country for your children?”
She underscored the financial reality of working abroad, explaining that while they might earn more, the higher expenses often result in a net loss. “You might earn two or three lakhs of rupees a month, but after expenses, you could end up in debt. This is a beautiful country with great weather and natural gifts. We need to expand on these and make people appreciate them.”
Her dedication to fostering a loyal and stable workforce highlights the broader vision of making Sri Lanka a place where people want to build their futures, for themselves and their families.
Homeschooling
As ardent advocates for Sri Lanka, Maia and her husband Sheriozha firmly believe in raising their children in this country despite the numerous challenges within the educational system. “If we could pick any country right now to raise our children, we would choose this country, out of all the countries. We stand by that,” she said passionately.
However, joining the discussion Sheriozha acknowledges the disparities between private and government education. “The majority of the population cannot afford private education, which costs around $25,000 per year and requires significant influence to secure a place,” he says. “Even for me, it’s difficult to admit my children into such a system. Government education, on the other hand, falls short in nurturing future leaders, entrepreneurs, and intellectuals.”
Maia recounts her personal experiences with the local education system. “We initially enrolled my children in a private local school, but within a week, they came home with infections and fleas. We ended up buying medicine for the entire school. The conditions were unacceptable, with unsanitary toilets and a lack of basic hygiene. We realised we couldn’t possibly donate to every school to make a difference.”
Facing such disheartening conditions, they sought alternatives. “The second school, run privately, had serious issues as well, including inappropriate conduct by the director. We had no choice, but to withdraw my children,” Maia said.
Ultimately, they found homeschooling to be the best solution. “Homeschooling my children was the best decision I ever made. They are now in a safe, nurturing family environment,” she says. “In-house education has gained acceptance and offers a strong foundation through the internet and dedicated online courses. While children do need social interaction, homeschooling provides a solid educational framework without the drawbacks of local schools.”
Maia understands the importance of socialisation for children and ensuring they are well-integrated into the local community. “Socialisation is crucial,” she said. “Being in a crowd and understanding that it’s not just you and your family in this world is essential. We take our children to local functions and events, where they interact with society.”
In addition to community involvement, she supports local education. “We have a basic English teacher from the area, who, despite not being university-educated, instills foundational knowledge with patience,” she said. “We also recently completed a swimming pool with a coach, providing children with weekly swimming sessions.”
Empowering local community
Her vision extends to making quality products accessible to locals. “Soon when we open our cheese shop and restaurant in Madipola, we will offer affordable prices, with just a 10 percent margin to keep the business running, not to make a profit,” she said. “We plan to host championships and other events to give local children new experiences.”
Her commitment to community development is further illustrated through her support of local talent. “One of our delivery boys, who earned just Rs. 100 per delivery without petrol money, is now our managing director with a salary of Rs. 120,000,” she said.
This philosophy of nurturing potential is central to her approach. “The human material in this country is exceptional,” she said. “It’s worth investing in people, as they have so much to offer. By providing opportunities and support, we can help them realise their potential.”
“I push people to activate this national pride. I love this country. Which country would I want to live in? I don’t have any other country,” Sheriozha said. “Even if you paid me, I would never go anywhere else. Not even Colombo. That’s why we stay here,” he added.
Their commitment extends beyond mere words; it is a deeply ingrained ethos. “Travel, yes, but to live elsewhere? No way,” Maia said. “This country has a unique magic. Whenever you feel overwhelmed and need to relax, you can do it here. Anywhere else in the world, you’re caught in a rat race, running for money that’s never enough.”
Through community engagement, education, and support for local talent, Maia demonstrates a deep commitment to fostering a thriving, interconnected community. She believes in the power of local strength and potential, which ultimately embodies the ethos of Maia Cheese as a homegrown brand.
