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| - Disclaimer: I have two friends who work here, though I have done as much as possible not to let this affect my review. I have been going to Fromagination every holiday season for years to send the parents of my (then-)boyfriend a holiday cheese box as a Christmas gift. I appreciate that the options can be viewed online, and Fromagination has boxes for many price points. They have always seemed a tiny bit overpriced, but knowing the high quality contained within, I've found it fairly reasonable. (The parents mentioned above are now devotees of Potter's Crackers and a particular type of caramels they used to include (though not the La-Di-Da caramels they currently have.)
Fromagination has helped me find presents for fellow expats who believe that, even though they live in California, the happiest cows come from Wisconsin. This may or may not have led to an infamous event in which I took Limburger (the only dairy that can produce it in the US is in WI) on a plane to San Francisco with a box of fennel crackers. The recipient was very grateful for a taste of home, no matter how smelly it might be.
The employees have an encyclopedic knowledge of all things cheese, and will enthusiastically share their expertise with you, helping you to find whatever it is you need for any occasion, as well as whatever accouterments that might go well with your cheese, such as salamis, cornichons, and dried (or fresh) fruit. They also carry a number of non-cheese specialty items. Local distributors and creators are the primary focus, but products considered exceptional from around the world are present. I can testify to the enthusiasm of the staff; a friend who works there loves visiting family farms for tours and tasting, always learning more. This is a store where the employees love to pass on their passion for cheese to the customers, which is always a good thing to see. Though it is often bustling, lines move quickly and everyone is courteous. Every cheese in the store is up for sampling, which is encouraged. If you are vegetarian, they know which cheeses use synthetic rennet. Recently, they began to offer sandwiches, which are expensive but delicious and freshly-made with quality ingredients by an employee when you order them. They also have a selection of drinks (alcoholic and non-), which is great for a weekday lunch downtown or a trip to Concerts on the Square. They often have community education classes, too, which I appreciate. If it weren't for the often-hefty price tag, I'd be in here a lot more often. I look forward to my next visit!
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