Step inside The Cheeseboard and you’re likely to leave with more than just a piece of cheese. You’ll probably also head home with the story of the farmer who made it, a few tasting tips and a new appreciation for Australia’s artisan cheesemakers.
That’s exactly what owner Wendy Downes hopes for – and why businesses like hers are being celebrated as part of the American Express Shop Small campaign, which highlights the vital role independent retailers play in their local communities.
The Brisbane specialty retailer has built its reputation on championing handcrafted Australian cheese, working directly with cheesemakers across the country while connecting customers with the people and stories behind every product.
“If we want to have dairy farmers, and local cheeses being made here, we need to eat them,” Ms Downes says.
“People need to know about them, understand them and love them.”
The Cheeseboard works directly with artisan cheesemakers from across Australia, maturing many cheeses on site before introducing customers to the stories behind them.
Rather than simply selling cheese, Ms Downes sees the business as a bridge between producers and consumers.
“I feel like I’m a bridge between the eaters and the makers,” she says.
That personal connection is something Ms Downes believes only small businesses can truly offer. The Cheeseboard focuses on expertise, with trained cheesemongers guiding customers through tastings and helping them choose cheeses for everything from dinner parties to milestone celebrations.
“We can’t compete with the major supermarkets, but we can provide a level of service people won’t get anywhere else,” she says.
Located within Brisbane’s Albion Fine Trades precinct alongside other independent food businesses, The Cheeseboard has become part of a thriving local network where collaboration is key to its success. Customers regularly discover the store through neighbouring businesses, while recommendations from friends remain one of its strongest marketing tools.
For Ms Downes, the greatest reward isn’t measured in weekly takings but in the relationships built over time. “You help them celebrate their events.
“You do a graduation, then an engagement, then the wedding. Then you’re putting together a cheese box for the new mum in hospital after she has her first baby,” she says.
Those moments, she says, are what make running a small business worthwhile.
Like many independent operators, The Cheeseboard continues to face rising costs and tight margins, but Ms Downes remains committed to paying local cheesemakers fairly.
“If we don’t pay our cheesemakers fairly, they’re not going to be here,” she says. “I got into this business because I wanted them to survive.”
For Ms Downes, choosing to shop local is about much more than a transaction. “Community is what keeps us all going,” she says. “We’ve all moved our focus from being competitors to being community – working together at our strengths.”