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Cheese Shop of Concord proprietor wins state retail award |
11.16.2012
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For 15 years, the Retailers Association of Massachusetts (RAM), a 3,000-member trade group, has sought out those among them who excel at general and specific areas of retail. It then honors a select few with a crystal plaque that attests to their exceptional skill in a tough business.
This year, the association's RAM Award for Most Creative Concept went to Peter Lovis, longtime proprietor of The Cheese Shop of Concord, whose annual Crucolo Day Parade heralds the arrival of a 400-lb. wheel of Italian cheese with a red carpet, a proclamation, dancing, singing, and of course, cheese-eating.
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Since 2010, this all-ages event - which encourages the population of Concord, MA to get up close and personal with a gigantic cheese from a tiny Italian village - has grown in terms of anticipation, turnout, and media coverage.
The RAM award committee began its deliberations in July. Lovis was given the nod after a site visit and interview. The committee said that the shop's annual treatment of the giant cheese "made the mundane memorable ... they are experts in their field and masters of likeability and fun. They are the essence of successful retailing today."
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