Tips for communicating your cheese knowledge

Communication begins with connection. “It all starts with our cheesemongers on the counter – being able to talk about cheese and allow customers to taste cheese for themselves is at the heart of what we do,” begins Dan Bliss, retail manager at Paxton & Whitfield.

Jen Grimstone-Jones ACS CCP, Academy of Cheese fellow and cheesemonger at Cheese Etc agrees. “The most important line of communication is the conversation that happens at the counter. It’s where we can ask questions, offer tastes, and guide people towards cheeses they might enjoy based on their preferences or what they’re planning to serve. It’s a very personal interaction and often where customers feel most comfortable asking questions.”

The fundamentals

While it’s exciting – not to mention inspiring – to go all guns blazing into tales of provenance and the cheeses’ makers, there cheeses’ makers, there is certain information it is vital to share.

“There are some legal fundamentals with regards to allergens that are always clear for customers (don’t forget there’s often more to cheese than milk!),” says Dan. “Over and above this we have signage displaying price, milk type, place of origin etc, rennet type and pasteurisation. And a succinct description of the cheese too, not everyone wants to have a chat about cheese (as much as we do!).”

Keeping this information easily accessible works for Jen. “At the counter we try to make the essential information easy to understand at a glance. This usually includes the milk type (cow, goat or sheep), the style or texture of the cheese, the region or country of origin, and a brief indication of flavour strength or profile,” she says.

“Beyond that, we also highlight whether a cheese is pasteurised and whether it uses vegetarian rennet. We have a lot of vegetarian customers, so this information is particularly important for them.”

Creating a ‘360 experience’

Cheese is undoubtedly a beautiful thing, so make the most of it – and include personality where you can. “One of the joys of our counter in Jermyn Street is that we are able to have a wide variety of cheeses available to see whole and in all their glory. It means we have the space to create big displays of things we are promoting,” says Dan. “We like to display staff recommendations, perfect pairings – often with some of the chutney or wine open to try too, and blackboards with stories about our cheeses.

“We will often feature limited edition cheeses, say seasonal cheeses or things that we have been experimenting with in our maturing rooms and have videos and marketing campaigns both online and in-store so that we have a 360 Paxtons experience.”

“Sampling is a big part of this,” says Jen. “Tasting helps customers immediately understand what we’re describing, and when people can taste the cheese while hearing a little about its background and how it’s made, it creates a much stronger connection.”

“We use social media, newsletters and our website to communicate more broadly, says Jen. “Our website has accurate, detailed descriptions of the cheeses we sell, and we also include tasting notes with each of our hampers. These platforms allow us to share stories about producers, highlight seasonal cheeses, and promote events or new arrivals. They help keep customers engaged and curious, but they work best when they ultimately bring people back to the counter where the conversation can continue.

How to make it work in your shop

Staff training is a key part of the process. “All of our team go through rigorous training – they have all been on the Guild of Fine Food cheese retail course and most have done the Academy of Cheese Level 1 course. I then train them as well,” says Jessica Summer of Mouse & Grape.

“When we have a new team member they aren’t allowed to serve customers until they know all of our cheeses and the stories behind them. Our knowledge is why people come to a shop like ours rather than going to a supermarket.”

An expert view on: tasting events

“With events, we focus on creating an atmosphere that’s relaxed, welcoming and interactive. Tastings are structured so that people learn a bit about the cheeses, the producers and the styles, while still having plenty of opportunity to ask questions and share what they’re noticing,” Jen says.

“We try to keep the experience engaging rather than overly technical, encouraging people to think about flavour, texture and pairing ideas. If guests leave feeling like they’ve discovered something new and feel more confident exploring cheese on their own, then the event has done its job.”

Championing cheesemakers: a wholesaler’s view

Supporting the cheese industry starts with backing the artisans behind it, says Paul Heasman, supplier relationship manager at Rowcliffe

We work closely with skilled producers across the UK and Europe to ensure their cheeses reach the reach the right outlets, whether that’s an independent deli, farm shop, garden centre, or national retailer, helping them grow and maintain visibility in an increasingly competitive market. This commitment has been central to the business since 1967, and it continues to guide our relationships with suppliers today.

By continually seeking out exceptional products and working closely with producers who prioritise authenticity and skill, we help preserve and promote the traditions that make this industry so unique. Our passion comes from more than 50 years of supporting exceptional cheesemakers.

Since Rowcliffe was founded in 1967, the business has been driven by a desire to support skilled producers and bring their work to a wider audience. That commitment to craft, quality, and authenticity is still at the heart of what we do today.

We’ve always believed that great cheese reflects the people and expertise behind it – passion is key and it’s always refreshing to see new cheesemakers; either family dairies passing their craft down through generations or people new to the industry.

At the same time, we’re passionate because supporting producers ultimately enriches the entire industry. When artisan makers thrive, retailers benefit, consumers enjoy greater choice and quality, and the wider cheese community stays vibrant and diverse. That sense of shared success is what motivates us to invest our time, energy, and expertise into nurturing those relationships.

It is vital that businesses like Rowcliffe support the cheese sector. Many artisan dairies rely on partners like us to bridge the gap between small-scale production and national retail reach. Without that support, traditional skills and unique regional cheeses risk being lost. Our role contributes to securing the future of a diverse and resilient cheese industry.

In 2026, we’re proud to further support both the Virtual Cheese Awards and the British & Irish Cheese Awards, reinforcing our commitment to excellence and recognition in British and Irish cheesemaking. We are currently reviewing how we can support Irish cheesemakers in conjunction with the SCA to become more present in the UK market, something both Covid and Brexit badly affected.

Rowcliffe’s heritage has always been rooted in supporting the makers behind great cheese. As the industry evolves, we remain focused on championing craftsmanship, nurturing producers, and supporting retailers with high- quality curated ranges.