CHEESE FOCUS
The tight focus on small, local producers "enables us to have
something that's unique," says Will Frischkorn. "We're the only
ones in Colorado with some of these cheeses."
A cheesemaker's limited or sporadic output doesn't deter the
Frischkorns. In fact, they see some benefit in scarcity. "Even if we
only get one box, it's exciting for customers," Frischkorn notes. And
when patrons return for the same cheese, only to find it sold out?
"You get to educate them," he says. "'It's a seasonal cheese, limited
production. But if you liked that, here's something else to try.' We've
created a high-touch customer experience, and that's the fun part."
Top sellers at Cured include Avalanche Cheese's Goat Cheddar
(from Colorado), Roelli Dunbarton Blue and LaClare Farms Evalon
with Fenugreek (both from Wisconsin) and anything from River's
Edge Chevre (Oregon). The store's sandwich menu features Roelli's
Red Rock, a blue-veined cheddar, in a grilled cheese sandwich with
Bacon Spread from Seattle's Skillet Street Food.
The Frischkorns aren't total purists. The shop stocks
Parmigiano Reggiano, L'Amuse Gouda from Holland and a few
other imports on occasion. But the customer looking for an everyday
brie won't find it. "If someone comes in and wants brie, we turn them
"We can focus on small
producers who
can't work with a large market, so we end
up with a selection that's a little bit cooler."
on to something new," Frischkorn says. "I don't feel like our focus
shortchanges the customer in any way."
Breads from a local artisan baker and an all-Colorado selection
of craft beers and spirits reinforce the store's identity as a discriminating and community-oriented purveyor. A hand-picked inventory
may be one way to lure customers from the larger chain stores, but
the strategy has its challenges.
"Honestly, it's a lot of work," Frischkorn admits. "It would be
so easy to work with a couple of big distributors and have a stock,
standard order form. But what people are looking for is a different
shopping experience. What differentiates us is that hand sell. We
can focus on small producers who can't work with a large market, so
we end up with a selection that's a little bit cooler."
Summer Fancy Food Show Booth 1936
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