Welcome to Chedar 🫶

I am extremely excited to be writing this and welcoming you to the Chedar 🧀 eco-system. As we embark on this new journey, I wanted to give a quick background on how we got here and what our plans are moving forward.

The Newsroom is a place where as a company we will share official updates, but also a platform where I can personally share insights and updates about the things behind the scenes.

Today is day one and we are early in the development of Chedar, however we have been busy building and exploring the space of brand advertising and the blockchain since 2021. The road ahead is super exciting and I am looking forward to sharing with you the progress of our development over the coming months. I have included a couple of paragraphs about how we got here today and look forward to sharing the journey together. Please reach out to me on Twitter (X) or Farcater, it is always great to connect.

Thanks for pulling up and catch you on the next post ✌️

/Simon

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The early days

Back in late 2020 towards the end of lockdown, our company Cheeze.com identified an opportunity to bring photography to the blockchain. For the few years following, we spent time navigating the web3 storms and building an understanding of exactly how the blockchain and web3 could be used. In 2021 our initial product launched on the FLOW blockchain after we received investment from Dapper Labs. The following year we released numerous iterations and although the interest for photo NFTs faded away, the experience and knowledge gained was immense.

In late 2022 we stumbled upon a way for brands to license content from creators and reward their loyal customers using blockchain tech. Off the back of this we were invited to join the Mastercard Startpath accelerator in early 2023 and spent the majority of last year understanding brand advertising and loyalty.

Having spent time working with major brands and digging deep in the loyalty space during 2023 along with focus groups around the world, we realised there was a true need for a seamless and easy way for brands to connect with their consumers. We felt a consumer should be able to connect with any brand as easy as it was to say Cheeze when having a photo taken.

So in our final pivot and with the latest a-ha moment we set forth to help brands have a simple and easy way to connect with their consumers. However, there was a twist as this new found need for instant consumer contact did not actually require the need or use of the blockchain.

Say hello to Chedar

Back in January this year we announced we would be separating Cheeze into two companies. One to focus on Web2 (our awesome consumer app) and one to focus on Web3 (an onchain Web3 advertising focused business).

During the Christmas holidays we sat down and looked at various names and branding options for the new entity. After much research and discussion we settled on the name Chedar. We acquired the domains and trade marks and set about packaging up our new web3 biz.

Why advertising?

Prior to launching Cheeze I ran a digital transformation and api agency in Dubai called Brndstr. The business used smart APIs together with ad dollars to help brands and agencies provide innovative campaigns to the brands users. Advertising always played a huge part in helping the bottom line of our agency and since then, the number of ad dollars brands are allocating to digital ads is ever growing.

Since 2021 we have been trying to help brands come onchain and over the years it has become clear its not something that they feel comfortable with. Having found what we feel to be an extremely powerful tool in the Cheeze consumer connection business, we know that there is a huge opportunity there to display ads in a new and transparent manor.

Next Steps

As mentioned above, today is day one for Chedar. Over the coming months our goals will be to form the partnerships needed with Market makers, launch pads and centralised exchanges ready for our $CHEDAR TGE. In addition we will be hard at work developing the tech for the AdChain™ and forming partnerships with brands. We are busy at work and excited for whats to come. Be sure to follow our journey on X and Farcster. I look forward to updating you as we progress.