I recently came across the fascinating story of Caroline Hesse, a young entrepreneur whose passion for cheese has driven her to overcome numerous challenges and build a successful business. Caroline’s journey is not only inspiring but also a testament to the power of perseverance and passion.
The Cheese Industry’s Running Joke
Caroline shared that there’s a running joke in the cheese industry: if they wanted to make a lot of money, they wouldn’t be working in cheese. It’s a perishable product with low margins and high production costs. Despite these challenges, Caroline’s love for cheese has kept her motivated.
The Challenges of Business Ownership
The first year of business ownership was tough for Caroline. It was a bit lonely as she worked by herself, and she didn’t know many business owners her age, especially in the cheese industry. However, she found ways to push through and appreciate these early days of business ownership as a precious, irreplaceable time in her life.
Meet Caroline Hesse
Caroline Hesse is a 32-year-old entrepreneur who sold about $400,000 worth of cheese in 2023. Her love for cheese dates back to her childhood. Growing up across the street from a cheesemonger, she now sells to the same shop as a business owner, creating a beautiful full-circle moment.
Becoming a Cheesemonger
Caroline started her journey in the cheese industry with an apprenticeship at a small raw cow’s milk dairy farm in Massachusetts in 2014. Although she was supposed to stay for a year, she left after six weeks, realizing that farming wasn’t her calling. Instead, she found her niche in wholesaling cheese.
Starting Her Own Business
Driven by the idea of starting her own business, Caroline believed that if cheesemakers wanted to sell cheese to her and people wanted to buy it from her, she had a viable business. After announcing her business plans, she realized she needed significant capital. Her mother’s advice—”there’s a lot of money out there, you just have to find a way to get a little bit of it”—stuck with her.
Kickstarter Campaign Success
Caroline’s Kickstarter campaign was a game-changer. The day after going live, she woke up to messages congratulating her on a shoutout from Eater, which she hadn’t expected. The campaign raised $54,000 in less than a month, combined with severance from her previous job and a credit card, provided the funds needed to launch her business and keep her home.
Building the Business
Caroline’s business involves sourcing cheese from all over the world, including Switzerland, Italy, Portugal, and many small American cheesemakers in Wisconsin, Minnesota, New York, and Vermont. She carefully selects cheeses that are high-quality, marketable, and can be delivered cost-efficiently. Despite the low margins, Caroline’s meticulous approach ensures she offers a unique, competitive catalog.
Challenges and Progress
A significant barrier for many creameries is delivering their product in a food-safe, cost-efficient way. Caroline’s goal is to create a catalog without redundancies so her cheesemakers don’t compete with each other. Though she hasn’t made a profit yet, she hasn’t lost money either—a win in her book. Typically, a cheese business takes about five years to turn a profit.
Maintaining Work-Life Balance
Caroline works 70 to 80 hours a week but ensures she has fun while working. She believes that a lively atmosphere is crucial for maintaining the quality of her cheese, as fat absorbs odor.
Open Houses and Community
Caroline loves hosting open houses with another cheesemonger, creating a lively environment with music, wine, and cheese. These events are more than just shopping—they’re about enjoying and celebrating cheese.
Future Goals
Caroline recently hired an intern and hopes to bring her on as a part-time employee. She also aims to start buying French cheeses, like comté, which requires buying in bulk. Caroline sets small, achievable goals to keep herself motivated and celebrate each success.
Industry Support and Inspiration
Caroline was motivated by the support from industry veterans who shared their knowledge and encouraged her. Young entrepreneurs like Caroline are vital for the industry’s vitality. Her story is a powerful reminder that with passion, dedication, and the right support, one can overcome challenges and achieve great success.
Caroline Hesse’s journey is truly inspiring, and I hope it encourages others to pursue their passions and dreams, no matter the obstacles.
