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400-Pound Wheel of Cheese Gets a Parade

400-Pound Wheel of Cheese Gets a Parade


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Complete with a red carpet and "flying chunks o' cheese"

When the world's largest wheel of cheese rolls into Concord, Mass., on December 1, it will be greeted by a 200-foot red carpet, a "raucous crowd of townspeople, and The Crucolo Dancers (a horde of costumed children tossing chunks of cheese)," according to a press release.

The 400-pound chunk of crucolo cheese will travel for a month before arriving at the Concord Cheese Shop, where it will be sold off in bits and pieces for $19.99 per pound.

This is the second annual cheese celebration, since the town received a 400-pound wheel of cruculo last year as well. So, if you're in the neighborhood of Walden Street in Concord, you'll get to see a wheel of cheese "rolled through the main shopping district on a red carpet with balloons, dancers, kids, cameras and flying chunks o’ cheese."

The Daily Byte is a regular column dedicated to covering interesting food news and trends across the country. Click here for previous columns.


Pepperell man is state guild’s big cheese (VIDEO)

PEPPERELL — Cheese fans come from miles around for their fix at the bustling Cheese Shop in downtown Concord.

The store sells not just cheese, wine and prepared foods it sells service, said owner Peter Lovis, a Pepperell resident. There are plenty of employees on staff to ensure that everyone gets the personalized service they expect.

The cheese monger is dedicated to the business and dedicated to providing a market for locally-made artisan cheeses.

This year, Lovis became the president of the Massachusetts Cheese Guild. The 28-member cheese-makers may make a couple of thousand pounds of cheese a year or sell the cheese from just a few goats.

“If we as an organization can continue to support our members by making people aware … we’ll be able to prevent the industrialization of our food supply,” Lovis said.

The Massachusetts selection is extensive. “There’s over 100 cheeses being made,” he said. “The depth of availability is there.”

The guild has members of the trade, such as Lovis, and enthusiasts that support the cheese-makers.

The annual Cheese Festival is the major fundraiser for the guild. It is held at the Armory in Somerville, sells out quickly, he said. The guild plans to hold two sessions on Nov. 4 this year to double attendance.

For Lovis, selling cheese is much more than a business it is a lifetime passion.

As a 15-year-old he went to work in a cheese shop in New Jersey. A few months later, in February 1977, he ran the shop for a week while the owners were on vacation.

Lovis went on to college and went to work, eventually doing economic development in Lowell.

He returned to school to earn a master’s degree in business at UMass Lowell. A friend talked him into putting his apron back on and working a few days a week at the Concord shop.

It was a time of juggling responsibilities he and his wife also had a small baby at home. But a dream he didn’t know he had became true.

Then, in 2000, the owners planned to close the Concord store and retire.

It took a couple of years, but Lovis bought the business.

“It was a pretty high-risk picture,” he said. But, he had a good business plan and perhaps the more important thing, a drive to sell cheese.

“Because it’s really fun,” he said.

The place was jumping during an early weekday afternoon. Customers were eating and buying cheese and wine.

One employee tasted new beers. Others took time to speak with someone about benefits.

A health inspector that Lovis hires to come in several times a year to make sure everything is totally up to snuff, worked in the back room with a computer.

In the middle of a conversation, Lovis jumped up to make sure a customer got just what she wanted, Parmesan rinds.

Lovis gets to strut his stuff every December during Crucolo Day. Most folks know it as the Cheese Parade.

Cheese Shop employees carry a 400-pound wheel of Italian cheese through the street.

There is music, proclamations, a ceremonial cheese cutting and even Minutemen.

“Everybody’s smiling. Everybody’s happy,” Lovis said. “It’s just a fun event.”


Pepperell man is state guild’s big cheese (VIDEO)

PEPPERELL — Cheese fans come from miles around for their fix at the bustling Cheese Shop in downtown Concord.

The store sells not just cheese, wine and prepared foods it sells service, said owner Peter Lovis, a Pepperell resident. There are plenty of employees on staff to ensure that everyone gets the personalized service they expect.

The cheese monger is dedicated to the business and dedicated to providing a market for locally-made artisan cheeses.

This year, Lovis became the president of the Massachusetts Cheese Guild. The 28-member cheese-makers may make a couple of thousand pounds of cheese a year or sell the cheese from just a few goats.

“If we as an organization can continue to support our members by making people aware … we’ll be able to prevent the industrialization of our food supply,” Lovis said.

The Massachusetts selection is extensive. “There’s over 100 cheeses being made,” he said. “The depth of availability is there.”

The guild has members of the trade, such as Lovis, and enthusiasts that support the cheese-makers.

The annual Cheese Festival is the major fundraiser for the guild. It is held at the Armory in Somerville, sells out quickly, he said. The guild plans to hold two sessions on Nov. 4 this year to double attendance.

For Lovis, selling cheese is much more than a business it is a lifetime passion.

As a 15-year-old he went to work in a cheese shop in New Jersey. A few months later, in February 1977, he ran the shop for a week while the owners were on vacation.

Lovis went on to college and went to work, eventually doing economic development in Lowell.

He returned to school to earn a master’s degree in business at UMass Lowell. A friend talked him into putting his apron back on and working a few days a week at the Concord shop.

It was a time of juggling responsibilities he and his wife also had a small baby at home. But a dream he didn’t know he had became true.

Then, in 2000, the owners planned to close the Concord store and retire.

It took a couple of years, but Lovis bought the business.

“It was a pretty high-risk picture,” he said. But, he had a good business plan and perhaps the more important thing, a drive to sell cheese.

“Because it’s really fun,” he said.

The place was jumping during an early weekday afternoon. Customers were eating and buying cheese and wine.

One employee tasted new beers. Others took time to speak with someone about benefits.

A health inspector that Lovis hires to come in several times a year to make sure everything is totally up to snuff, worked in the back room with a computer.

In the middle of a conversation, Lovis jumped up to make sure a customer got just what she wanted, Parmesan rinds.

Lovis gets to strut his stuff every December during Crucolo Day. Most folks know it as the Cheese Parade.

Cheese Shop employees carry a 400-pound wheel of Italian cheese through the street.

There is music, proclamations, a ceremonial cheese cutting and even Minutemen.

“Everybody’s smiling. Everybody’s happy,” Lovis said. “It’s just a fun event.”


Pepperell man is state guild’s big cheese (VIDEO)

PEPPERELL — Cheese fans come from miles around for their fix at the bustling Cheese Shop in downtown Concord.

The store sells not just cheese, wine and prepared foods it sells service, said owner Peter Lovis, a Pepperell resident. There are plenty of employees on staff to ensure that everyone gets the personalized service they expect.

The cheese monger is dedicated to the business and dedicated to providing a market for locally-made artisan cheeses.

This year, Lovis became the president of the Massachusetts Cheese Guild. The 28-member cheese-makers may make a couple of thousand pounds of cheese a year or sell the cheese from just a few goats.

“If we as an organization can continue to support our members by making people aware … we’ll be able to prevent the industrialization of our food supply,” Lovis said.

The Massachusetts selection is extensive. “There’s over 100 cheeses being made,” he said. “The depth of availability is there.”

The guild has members of the trade, such as Lovis, and enthusiasts that support the cheese-makers.

The annual Cheese Festival is the major fundraiser for the guild. It is held at the Armory in Somerville, sells out quickly, he said. The guild plans to hold two sessions on Nov. 4 this year to double attendance.

For Lovis, selling cheese is much more than a business it is a lifetime passion.

As a 15-year-old he went to work in a cheese shop in New Jersey. A few months later, in February 1977, he ran the shop for a week while the owners were on vacation.

Lovis went on to college and went to work, eventually doing economic development in Lowell.

He returned to school to earn a master’s degree in business at UMass Lowell. A friend talked him into putting his apron back on and working a few days a week at the Concord shop.

It was a time of juggling responsibilities he and his wife also had a small baby at home. But a dream he didn’t know he had became true.

Then, in 2000, the owners planned to close the Concord store and retire.

It took a couple of years, but Lovis bought the business.

“It was a pretty high-risk picture,” he said. But, he had a good business plan and perhaps the more important thing, a drive to sell cheese.

“Because it’s really fun,” he said.

The place was jumping during an early weekday afternoon. Customers were eating and buying cheese and wine.

One employee tasted new beers. Others took time to speak with someone about benefits.

A health inspector that Lovis hires to come in several times a year to make sure everything is totally up to snuff, worked in the back room with a computer.

In the middle of a conversation, Lovis jumped up to make sure a customer got just what she wanted, Parmesan rinds.

Lovis gets to strut his stuff every December during Crucolo Day. Most folks know it as the Cheese Parade.

Cheese Shop employees carry a 400-pound wheel of Italian cheese through the street.

There is music, proclamations, a ceremonial cheese cutting and even Minutemen.

“Everybody’s smiling. Everybody’s happy,” Lovis said. “It’s just a fun event.”


Pepperell man is state guild’s big cheese (VIDEO)

PEPPERELL — Cheese fans come from miles around for their fix at the bustling Cheese Shop in downtown Concord.

The store sells not just cheese, wine and prepared foods it sells service, said owner Peter Lovis, a Pepperell resident. There are plenty of employees on staff to ensure that everyone gets the personalized service they expect.

The cheese monger is dedicated to the business and dedicated to providing a market for locally-made artisan cheeses.

This year, Lovis became the president of the Massachusetts Cheese Guild. The 28-member cheese-makers may make a couple of thousand pounds of cheese a year or sell the cheese from just a few goats.

“If we as an organization can continue to support our members by making people aware … we’ll be able to prevent the industrialization of our food supply,” Lovis said.

The Massachusetts selection is extensive. “There’s over 100 cheeses being made,” he said. “The depth of availability is there.”

The guild has members of the trade, such as Lovis, and enthusiasts that support the cheese-makers.

The annual Cheese Festival is the major fundraiser for the guild. It is held at the Armory in Somerville, sells out quickly, he said. The guild plans to hold two sessions on Nov. 4 this year to double attendance.

For Lovis, selling cheese is much more than a business it is a lifetime passion.

As a 15-year-old he went to work in a cheese shop in New Jersey. A few months later, in February 1977, he ran the shop for a week while the owners were on vacation.

Lovis went on to college and went to work, eventually doing economic development in Lowell.

He returned to school to earn a master’s degree in business at UMass Lowell. A friend talked him into putting his apron back on and working a few days a week at the Concord shop.

It was a time of juggling responsibilities he and his wife also had a small baby at home. But a dream he didn’t know he had became true.

Then, in 2000, the owners planned to close the Concord store and retire.

It took a couple of years, but Lovis bought the business.

“It was a pretty high-risk picture,” he said. But, he had a good business plan and perhaps the more important thing, a drive to sell cheese.

“Because it’s really fun,” he said.

The place was jumping during an early weekday afternoon. Customers were eating and buying cheese and wine.

One employee tasted new beers. Others took time to speak with someone about benefits.

A health inspector that Lovis hires to come in several times a year to make sure everything is totally up to snuff, worked in the back room with a computer.

In the middle of a conversation, Lovis jumped up to make sure a customer got just what she wanted, Parmesan rinds.

Lovis gets to strut his stuff every December during Crucolo Day. Most folks know it as the Cheese Parade.

Cheese Shop employees carry a 400-pound wheel of Italian cheese through the street.

There is music, proclamations, a ceremonial cheese cutting and even Minutemen.

“Everybody’s smiling. Everybody’s happy,” Lovis said. “It’s just a fun event.”


Pepperell man is state guild’s big cheese (VIDEO)

PEPPERELL — Cheese fans come from miles around for their fix at the bustling Cheese Shop in downtown Concord.

The store sells not just cheese, wine and prepared foods it sells service, said owner Peter Lovis, a Pepperell resident. There are plenty of employees on staff to ensure that everyone gets the personalized service they expect.

The cheese monger is dedicated to the business and dedicated to providing a market for locally-made artisan cheeses.

This year, Lovis became the president of the Massachusetts Cheese Guild. The 28-member cheese-makers may make a couple of thousand pounds of cheese a year or sell the cheese from just a few goats.

“If we as an organization can continue to support our members by making people aware … we’ll be able to prevent the industrialization of our food supply,” Lovis said.

The Massachusetts selection is extensive. “There’s over 100 cheeses being made,” he said. “The depth of availability is there.”

The guild has members of the trade, such as Lovis, and enthusiasts that support the cheese-makers.

The annual Cheese Festival is the major fundraiser for the guild. It is held at the Armory in Somerville, sells out quickly, he said. The guild plans to hold two sessions on Nov. 4 this year to double attendance.

For Lovis, selling cheese is much more than a business it is a lifetime passion.

As a 15-year-old he went to work in a cheese shop in New Jersey. A few months later, in February 1977, he ran the shop for a week while the owners were on vacation.

Lovis went on to college and went to work, eventually doing economic development in Lowell.

He returned to school to earn a master’s degree in business at UMass Lowell. A friend talked him into putting his apron back on and working a few days a week at the Concord shop.

It was a time of juggling responsibilities he and his wife also had a small baby at home. But a dream he didn’t know he had became true.

Then, in 2000, the owners planned to close the Concord store and retire.

It took a couple of years, but Lovis bought the business.

“It was a pretty high-risk picture,” he said. But, he had a good business plan and perhaps the more important thing, a drive to sell cheese.

“Because it’s really fun,” he said.

The place was jumping during an early weekday afternoon. Customers were eating and buying cheese and wine.

One employee tasted new beers. Others took time to speak with someone about benefits.

A health inspector that Lovis hires to come in several times a year to make sure everything is totally up to snuff, worked in the back room with a computer.

In the middle of a conversation, Lovis jumped up to make sure a customer got just what she wanted, Parmesan rinds.

Lovis gets to strut his stuff every December during Crucolo Day. Most folks know it as the Cheese Parade.

Cheese Shop employees carry a 400-pound wheel of Italian cheese through the street.

There is music, proclamations, a ceremonial cheese cutting and even Minutemen.

“Everybody’s smiling. Everybody’s happy,” Lovis said. “It’s just a fun event.”


Pepperell man is state guild’s big cheese (VIDEO)

PEPPERELL — Cheese fans come from miles around for their fix at the bustling Cheese Shop in downtown Concord.

The store sells not just cheese, wine and prepared foods it sells service, said owner Peter Lovis, a Pepperell resident. There are plenty of employees on staff to ensure that everyone gets the personalized service they expect.

The cheese monger is dedicated to the business and dedicated to providing a market for locally-made artisan cheeses.

This year, Lovis became the president of the Massachusetts Cheese Guild. The 28-member cheese-makers may make a couple of thousand pounds of cheese a year or sell the cheese from just a few goats.

“If we as an organization can continue to support our members by making people aware … we’ll be able to prevent the industrialization of our food supply,” Lovis said.

The Massachusetts selection is extensive. “There’s over 100 cheeses being made,” he said. “The depth of availability is there.”

The guild has members of the trade, such as Lovis, and enthusiasts that support the cheese-makers.

The annual Cheese Festival is the major fundraiser for the guild. It is held at the Armory in Somerville, sells out quickly, he said. The guild plans to hold two sessions on Nov. 4 this year to double attendance.

For Lovis, selling cheese is much more than a business it is a lifetime passion.

As a 15-year-old he went to work in a cheese shop in New Jersey. A few months later, in February 1977, he ran the shop for a week while the owners were on vacation.

Lovis went on to college and went to work, eventually doing economic development in Lowell.

He returned to school to earn a master’s degree in business at UMass Lowell. A friend talked him into putting his apron back on and working a few days a week at the Concord shop.

It was a time of juggling responsibilities he and his wife also had a small baby at home. But a dream he didn’t know he had became true.

Then, in 2000, the owners planned to close the Concord store and retire.

It took a couple of years, but Lovis bought the business.

“It was a pretty high-risk picture,” he said. But, he had a good business plan and perhaps the more important thing, a drive to sell cheese.

“Because it’s really fun,” he said.

The place was jumping during an early weekday afternoon. Customers were eating and buying cheese and wine.

One employee tasted new beers. Others took time to speak with someone about benefits.

A health inspector that Lovis hires to come in several times a year to make sure everything is totally up to snuff, worked in the back room with a computer.

In the middle of a conversation, Lovis jumped up to make sure a customer got just what she wanted, Parmesan rinds.

Lovis gets to strut his stuff every December during Crucolo Day. Most folks know it as the Cheese Parade.

Cheese Shop employees carry a 400-pound wheel of Italian cheese through the street.

There is music, proclamations, a ceremonial cheese cutting and even Minutemen.

“Everybody’s smiling. Everybody’s happy,” Lovis said. “It’s just a fun event.”


Pepperell man is state guild’s big cheese (VIDEO)

PEPPERELL — Cheese fans come from miles around for their fix at the bustling Cheese Shop in downtown Concord.

The store sells not just cheese, wine and prepared foods it sells service, said owner Peter Lovis, a Pepperell resident. There are plenty of employees on staff to ensure that everyone gets the personalized service they expect.

The cheese monger is dedicated to the business and dedicated to providing a market for locally-made artisan cheeses.

This year, Lovis became the president of the Massachusetts Cheese Guild. The 28-member cheese-makers may make a couple of thousand pounds of cheese a year or sell the cheese from just a few goats.

“If we as an organization can continue to support our members by making people aware … we’ll be able to prevent the industrialization of our food supply,” Lovis said.

The Massachusetts selection is extensive. “There’s over 100 cheeses being made,” he said. “The depth of availability is there.”

The guild has members of the trade, such as Lovis, and enthusiasts that support the cheese-makers.

The annual Cheese Festival is the major fundraiser for the guild. It is held at the Armory in Somerville, sells out quickly, he said. The guild plans to hold two sessions on Nov. 4 this year to double attendance.

For Lovis, selling cheese is much more than a business it is a lifetime passion.

As a 15-year-old he went to work in a cheese shop in New Jersey. A few months later, in February 1977, he ran the shop for a week while the owners were on vacation.

Lovis went on to college and went to work, eventually doing economic development in Lowell.

He returned to school to earn a master’s degree in business at UMass Lowell. A friend talked him into putting his apron back on and working a few days a week at the Concord shop.

It was a time of juggling responsibilities he and his wife also had a small baby at home. But a dream he didn’t know he had became true.

Then, in 2000, the owners planned to close the Concord store and retire.

It took a couple of years, but Lovis bought the business.

“It was a pretty high-risk picture,” he said. But, he had a good business plan and perhaps the more important thing, a drive to sell cheese.

“Because it’s really fun,” he said.

The place was jumping during an early weekday afternoon. Customers were eating and buying cheese and wine.

One employee tasted new beers. Others took time to speak with someone about benefits.

A health inspector that Lovis hires to come in several times a year to make sure everything is totally up to snuff, worked in the back room with a computer.

In the middle of a conversation, Lovis jumped up to make sure a customer got just what she wanted, Parmesan rinds.

Lovis gets to strut his stuff every December during Crucolo Day. Most folks know it as the Cheese Parade.

Cheese Shop employees carry a 400-pound wheel of Italian cheese through the street.

There is music, proclamations, a ceremonial cheese cutting and even Minutemen.

“Everybody’s smiling. Everybody’s happy,” Lovis said. “It’s just a fun event.”


Pepperell man is state guild’s big cheese (VIDEO)

PEPPERELL — Cheese fans come from miles around for their fix at the bustling Cheese Shop in downtown Concord.

The store sells not just cheese, wine and prepared foods it sells service, said owner Peter Lovis, a Pepperell resident. There are plenty of employees on staff to ensure that everyone gets the personalized service they expect.

The cheese monger is dedicated to the business and dedicated to providing a market for locally-made artisan cheeses.

This year, Lovis became the president of the Massachusetts Cheese Guild. The 28-member cheese-makers may make a couple of thousand pounds of cheese a year or sell the cheese from just a few goats.

“If we as an organization can continue to support our members by making people aware … we’ll be able to prevent the industrialization of our food supply,” Lovis said.

The Massachusetts selection is extensive. “There’s over 100 cheeses being made,” he said. “The depth of availability is there.”

The guild has members of the trade, such as Lovis, and enthusiasts that support the cheese-makers.

The annual Cheese Festival is the major fundraiser for the guild. It is held at the Armory in Somerville, sells out quickly, he said. The guild plans to hold two sessions on Nov. 4 this year to double attendance.

For Lovis, selling cheese is much more than a business it is a lifetime passion.

As a 15-year-old he went to work in a cheese shop in New Jersey. A few months later, in February 1977, he ran the shop for a week while the owners were on vacation.

Lovis went on to college and went to work, eventually doing economic development in Lowell.

He returned to school to earn a master’s degree in business at UMass Lowell. A friend talked him into putting his apron back on and working a few days a week at the Concord shop.

It was a time of juggling responsibilities he and his wife also had a small baby at home. But a dream he didn’t know he had became true.

Then, in 2000, the owners planned to close the Concord store and retire.

It took a couple of years, but Lovis bought the business.

“It was a pretty high-risk picture,” he said. But, he had a good business plan and perhaps the more important thing, a drive to sell cheese.

“Because it’s really fun,” he said.

The place was jumping during an early weekday afternoon. Customers were eating and buying cheese and wine.

One employee tasted new beers. Others took time to speak with someone about benefits.

A health inspector that Lovis hires to come in several times a year to make sure everything is totally up to snuff, worked in the back room with a computer.

In the middle of a conversation, Lovis jumped up to make sure a customer got just what she wanted, Parmesan rinds.

Lovis gets to strut his stuff every December during Crucolo Day. Most folks know it as the Cheese Parade.

Cheese Shop employees carry a 400-pound wheel of Italian cheese through the street.

There is music, proclamations, a ceremonial cheese cutting and even Minutemen.

“Everybody’s smiling. Everybody’s happy,” Lovis said. “It’s just a fun event.”


Pepperell man is state guild’s big cheese (VIDEO)

PEPPERELL — Cheese fans come from miles around for their fix at the bustling Cheese Shop in downtown Concord.

The store sells not just cheese, wine and prepared foods it sells service, said owner Peter Lovis, a Pepperell resident. There are plenty of employees on staff to ensure that everyone gets the personalized service they expect.

The cheese monger is dedicated to the business and dedicated to providing a market for locally-made artisan cheeses.

This year, Lovis became the president of the Massachusetts Cheese Guild. The 28-member cheese-makers may make a couple of thousand pounds of cheese a year or sell the cheese from just a few goats.

“If we as an organization can continue to support our members by making people aware … we’ll be able to prevent the industrialization of our food supply,” Lovis said.

The Massachusetts selection is extensive. “There’s over 100 cheeses being made,” he said. “The depth of availability is there.”

The guild has members of the trade, such as Lovis, and enthusiasts that support the cheese-makers.

The annual Cheese Festival is the major fundraiser for the guild. It is held at the Armory in Somerville, sells out quickly, he said. The guild plans to hold two sessions on Nov. 4 this year to double attendance.

For Lovis, selling cheese is much more than a business it is a lifetime passion.

As a 15-year-old he went to work in a cheese shop in New Jersey. A few months later, in February 1977, he ran the shop for a week while the owners were on vacation.

Lovis went on to college and went to work, eventually doing economic development in Lowell.

He returned to school to earn a master’s degree in business at UMass Lowell. A friend talked him into putting his apron back on and working a few days a week at the Concord shop.

It was a time of juggling responsibilities he and his wife also had a small baby at home. But a dream he didn’t know he had became true.

Then, in 2000, the owners planned to close the Concord store and retire.

It took a couple of years, but Lovis bought the business.

“It was a pretty high-risk picture,” he said. But, he had a good business plan and perhaps the more important thing, a drive to sell cheese.

“Because it’s really fun,” he said.

The place was jumping during an early weekday afternoon. Customers were eating and buying cheese and wine.

One employee tasted new beers. Others took time to speak with someone about benefits.

A health inspector that Lovis hires to come in several times a year to make sure everything is totally up to snuff, worked in the back room with a computer.

In the middle of a conversation, Lovis jumped up to make sure a customer got just what she wanted, Parmesan rinds.

Lovis gets to strut his stuff every December during Crucolo Day. Most folks know it as the Cheese Parade.

Cheese Shop employees carry a 400-pound wheel of Italian cheese through the street.

There is music, proclamations, a ceremonial cheese cutting and even Minutemen.

“Everybody’s smiling. Everybody’s happy,” Lovis said. “It’s just a fun event.”


Pepperell man is state guild’s big cheese (VIDEO)

PEPPERELL — Cheese fans come from miles around for their fix at the bustling Cheese Shop in downtown Concord.

The store sells not just cheese, wine and prepared foods it sells service, said owner Peter Lovis, a Pepperell resident. There are plenty of employees on staff to ensure that everyone gets the personalized service they expect.

The cheese monger is dedicated to the business and dedicated to providing a market for locally-made artisan cheeses.

This year, Lovis became the president of the Massachusetts Cheese Guild. The 28-member cheese-makers may make a couple of thousand pounds of cheese a year or sell the cheese from just a few goats.

“If we as an organization can continue to support our members by making people aware … we’ll be able to prevent the industrialization of our food supply,” Lovis said.

The Massachusetts selection is extensive. “There’s over 100 cheeses being made,” he said. “The depth of availability is there.”

The guild has members of the trade, such as Lovis, and enthusiasts that support the cheese-makers.

The annual Cheese Festival is the major fundraiser for the guild. It is held at the Armory in Somerville, sells out quickly, he said. The guild plans to hold two sessions on Nov. 4 this year to double attendance.

For Lovis, selling cheese is much more than a business it is a lifetime passion.

As a 15-year-old he went to work in a cheese shop in New Jersey. A few months later, in February 1977, he ran the shop for a week while the owners were on vacation.

Lovis went on to college and went to work, eventually doing economic development in Lowell.

He returned to school to earn a master’s degree in business at UMass Lowell. A friend talked him into putting his apron back on and working a few days a week at the Concord shop.

It was a time of juggling responsibilities he and his wife also had a small baby at home. But a dream he didn’t know he had became true.

Then, in 2000, the owners planned to close the Concord store and retire.

It took a couple of years, but Lovis bought the business.

“It was a pretty high-risk picture,” he said. But, he had a good business plan and perhaps the more important thing, a drive to sell cheese.

“Because it’s really fun,” he said.

The place was jumping during an early weekday afternoon. Customers were eating and buying cheese and wine.

One employee tasted new beers. Others took time to speak with someone about benefits.

A health inspector that Lovis hires to come in several times a year to make sure everything is totally up to snuff, worked in the back room with a computer.

In the middle of a conversation, Lovis jumped up to make sure a customer got just what she wanted, Parmesan rinds.

Lovis gets to strut his stuff every December during Crucolo Day. Most folks know it as the Cheese Parade.

Cheese Shop employees carry a 400-pound wheel of Italian cheese through the street.

There is music, proclamations, a ceremonial cheese cutting and even Minutemen.

“Everybody’s smiling. Everybody’s happy,” Lovis said. “It’s just a fun event.”


Watch the video: 2016 Crucolo Parade (May 2022).