Whole Foods your cheese selection sucks!

There I said it. So what, it's the truth. Am I being harsh? Yes. I know it and I don't care. And don't tell me you're better than all the other big grocers. My trash dumpster has a better cheese selection that the typical grocer.

There was a time when I felt the complete opposite. While there were smaller, more artisanal cheese shops in the big city, your cheese section was never cramped, much easier to shop, and I could always pick-up all kinds of other deliciousness from you as well. You made great producers like Humbolt Fog and Cowgirl Creamery readily available nationwide. But unfortunately you are resting on your laurels and that's just bad business. In the last 5+ years what have your cheese mongers discovered that are anywhere near as exciting of a product like Humbolt Fog? You did a job great with them and I'm sure they have worked hard to grow with you and make sure they had enough cheese to supply all your stores. But you bring us nothing to get excited about anymore. And don't give me some crap about some Epoisses or your Robiola brand you love. These are tried and true styles. They're great (although you could work harder at making sure your selections are always sold a bit riper, rather than putting them on display at the beginning of their ripeness curve). But where is the passion?

Before you give me all the crap about how you brought in a couple small producers you thought where great and nobody bought them, or because of your size, you only work with producers who can supply your nation-wide chain. Or in certain markets, a few small local guys, let me respond to each of your dumb arguments now.

If you brought in a producer you thought was great and nobody bought it then you failed. That's OK. When we take chances, sometimes we fail. That doesn't mean you stop taking chances, you just learn from your mistakes and try to get it right next time. Whether that means more cheese education of your staff or a continued search for new and exciting products, that is good business. And don't tell me you've tried all this stuff. The fact is you haven't succeeded. Listen and learn and figure out how to get this done. Your customers are begging.

As for supply issues, sometimes you have to work to develop brands. Help them grow. If you think you have the next Humbolt Fog, figure out how to help them become a bigger producer. If the cheesery doesn't want to grow, then you don't have the next Humbolt Fog.

I don't know if these are the solutions or not, it's your business. All I know is your cheese selection is boring and stagnant. I really don't care why. That's for you to figure out. So quit wasting your time reading this great blog and get to work.

B.F.