The Fox and The Crow

Our branding features two special icons – a charming fox and a crow. Symbolic of our journey in more ways than one, the story of the Fox and Crow has been debated since their debut in Aesop Fables and their routes in the story telling of Ancient Greece.

In the story, a crow has found a piece of cheese and retired to a branch to eat it. The crow is interrupted by a charming fox who tells the crow that she is the most beautiful of all the birds – the phoenix of the forest – and that if only the whole forest could hear her sing she would know no equal. Overcome by flattery the Crow opens her mouth to sing, the cheese falls and is devoured by the fox – who says, ‘Flatterers thrives on fool’s credulity. This lesson is worth a cheese, don’t you agree?’

The Crow shamefaced and flustered swears, ‘Nevermore!’

Here at Fromage Headquarters, we love this story for the questions it raises … what is the value of a piece of cheese? Did the fox have the right to charm the crow? Or is the Crow a vain creature who should know better?
A debate that has been waged for centuries and resulted in many iterations of the same story, from new moral endings that punish the fox through to an eastern story of flattery rewarded that exists in Buddhist scriptures where the crow replies that it requires nobility to discover the same in others and shakes down other fruit to share.

So our charming foxes and fragile crows, what is your position on this moral fable?

The Original Fromartisans

Fromage Artisans brings together the chalk and cheese of a unique Perth duo. Fromage Artisan Founders Michael Taylor and Danicia Quinlan have a simple vision to rebrand the way this town thinks of cheese.

Michael’s experience throughout a career managing the process by which cheese and beer moves from its raw form to our fridges is second to none. Michael is a Chemical Engineer with a post grad in Dairy Technology and as a qualified cheese maker LOVES all things cheese. Over 20 years in project management, leadership and consulting means he brings extensive energy, technical knowledge and experience but still sometimes needs a jet pack to keep up with Danicia.

Danicia’s experience as Executive Director with Perth’s leading Fashion Festival and a long standing career leading marketing strategy, sponsorship delivery and her own consultancy just adds the sass and pizazz to make this affair shake its little cheese box off. As a 40-under-40 Award recipient and a member of a number of boards including Chair of Style Aid, Danicia takes pride in delivering with energy, daring and style.



16:00 ~ 22:00


12:00 ~ LATE