Inspirational Cheese Retailers 2024: Georgonzola

After years of experience in the food and drink sphere, George Hammond opened his own cheese emporium – Georgonzola, located in Clitheroe, Lancashire – after losing his job at a local market butchers. “I decided that losing that job was the ‘hint’ I needed to launch Georgonzola,” he says. George prides himself on the knowledge and passion shown behind the counter, as well as the customer focus and personalised service provided. “From remembering what the customer bought the last time they were in, to recommending a specific cheese to go with the drinks they have picked up in the past. Sometimes we will also contact specific customers when one of their favourite products comes back into season.”

Educating the customer base

“We have quite a varied customer base, from young people only just venturing into the artisan cheese world all the way through to customers that are brand-loyal and want what they know.” With careful education, the plethora of Georgonzola customers are gradually learning to branch out. “Since opening, the brand-loyal customers have become a bit more flexible with what they are willing to try,” says George. “I think this is due to learning what I am about, and that I don’t often offer them something to try that is a true wildcard.” One customer had been exclusively buying Colston Bassett Stilton, Baron Bigod and Tasty Lancashire, but George opened their eyes and palate – Mayfield by Alsop and Walker, a recent discovery, is now one of their favourite cheeses and George makes them aware when it arrives in the counter.

Challenges and triumphs

George has put his customers in prime position when it comes to the evolution of the brand. “One of the main challenges we face at the moment is deciding how to develop the business without diluting the brand,” says George. “We have worked hard in the last two years to create the Georgonzola brand and would hate to take it in the wrong direction. We have been talking to our customers new and old to find out what they would like to see at Georgonzola – this has given us an insight into what our customers want when they visit us.”

George has revisited the lessons he learned during his time working in hospitality to develop a new side to the business: “bringing tables and chairs into the shop space, with the ability to seat 12 guests happily and 15 at a squeeze.” The move has gone down well. “This gives our customers a space to enjoy some of our wares in a comfortable environment with a nice glass of something,” explains George. Two draught beer lines and two house wines have been added to the roster, with the draught beer often being available in cans so customers can enjoy it at home.

To read about all of our Inspirational Cheese Retailers, download the supplement.