Inspirational Cheese Retailers 2024: The Cheese Hole

Everybody reading this will know the amount of passion, dedication and bravery required to set up and run a successful independent cheese business, but husband and wife team Francisco and Sabina Perello – founder-owners of The Cheese Hole in Bury St Edmunds, Suffolk – went above and beyond even that when setting up their establishment. “We initially sought to purchase an existing business, but we want our customers to feel at ease and relaxed, and to have some fun.”

Thankfully, there are plenty of cheese lovers in the local area keen to flock to The Cheese Hole. All are looking for clear quality and provenance, while many have gluten, lactose or cow’s milk intolerances and are glad of the shop’s wide range of products which are suitable for them.   

Unparalleled customer experience

Research is key to the successful education and enjoyment of customers, and Francisco and Sabina spent seven years honing their skill to understand the cheeses they sell, their origins and flavour profiles, and to ensure they are always at their best. “We take time to study the cheeses we offer so we can confidently share the stories of them and their producers,” explains Francisco. “Customers want to be informed about what they are eating these days, and we very much enjoy helping them to feel connected to the cheese and its origins.” Sharing their knowledge with customers has paid off. “We now have many regulars who will ask for cheeses which may have been obscure before we opened,” and the team are often asked to add “something else you know I’ll like” to their purchases. 

The customers asking for a surprise addition know they’re in safe hands. “Our commitment to quality, by ensuring that our sourcing of cheese is only from the most reputable producers – emphasising quality of quantity – sets us apart,” says Francisco. “We want our customers to have a delightful experience as they savour cheeses at their peak.”

All customers, whatever their requirements or appetite, receive the very best service at The Cheese Hole. “We take time to understand customers’ preferences, offer personalised recommendations, and share insights about cheese pairings and serving suggestions to create a memorable, fun and enjoyable shopping experience,” says Francisco.

Read about all of our Inspirational Cheese Retailers by downloading the supplement.