If a parade to celebrate the arrival of the "Big Cheese" — a 400-pound wheel of Crucolo cheese from Italy — sounds fun, that's the point.
Dec. 6 is the date for the Concord Cheese Shop's third annual Crucolo parade, which in past years has included dancers, music, Italian flags and balloons to celebrate the cheese's on-street arrival and red carpet procession.
"Let's have some fun, whether it be a cheese parade ... or our 45th anniversary 'Flashback,' where we brought back products that were sold in 1967 at 1967 prices," said owner Peter Lovis, who started in the cheese business at age 15 in 1976. "You have to work for a living, why not have fun doing it? If we come up with a idea that's fun, we run with it."
That kind of thinking earned the Concord cheese purveyor this year's creative concepts in retailing award.
Last month's "Flashback" event marking the store's 1967 opening featured gourmandise cheese with kirsch or walnut for $3.99 per pound and Colby longhorn for $2.49 per pound.
"It's a small crack in the time-space continuum," Louis said. "People lined up, and we brought back the old crank cash register," Lovis said. "It was cash only — no credit cards in 1967."
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