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How Fromagination is the Big Cheese in Wisconsin

July 24, 2011 by Annamaria Turano — Executive Director, MCAworks

Fromagination has a passion for artisan cheese and perfect companions. Named a 2011 Outstanding Retailer by the National Association for the Specialty Food Trade, I was naturally curious (and hungry) to visit their shop in Madison, WI, and uncover the secrets to their success.

1. Be the expert. Fromagination is all things cheese. Carrying more than 60 Wisconsin cheeses as well as other varieties from around the globe, the shop prides itself on “going deep” on the history, production, and enjoyment of cheese.  In addition to cheese, the well-stocked shop also carries the necessary accoutrements for enjoying cheese – everything from cheese plates to locally crafted beer to crackers – to help customers best savor the experience.

2. Break down the barriers. Recognizing that most customers may be timid and/or overwhelmed by the sheer variety and prices of the various cheeses, Fromagination’s staff is more than just “service with a smile.” The staff suggests samples, tosses off little-known tidbits about the cheese, and highlights the actual cheesemakers as “hero” vs. their shop and themselves. Customers can freely linger in the small shop without feeling intimidation and sales pressure from the staff.

3. Understand the broader impact. In an effort to minimize its impact on the environment, Fromagination also offers several recycling programs, such as Bring Your Own Bag, Picnic Blankets, Gift Basket Return and Reusable Cookbooks.  

A visit to Fromagination might just convert any customer into a satisfied cheesehead…

About Annamaria Turano

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