He Loves a Parade: Peter Lovis Welcomes Crucolo to Concord
By Lorrie Baumann
As love did for Mama Cass Elliott, Peter Lovis’ parade for Crucolo cheese just started quietly and grew. Last December’s 100-yard parade route around the Walden Street corner from Main Street to the front of The Cheese Shop in Concord, Massachusetts was the sixth annual Cheese Parade hosted by Lovis in honor of the arrival of a 400-pound wheel of cheese from the Italian village of Scurelle, where Crucolo has been produced by the Purin family for the past 200 years.
The parade started out six years ago as a couple of 8-foot red carpets that rolled out along the street from a delivery truck into the store. But like Cass Elliott’s love affair, it’s getting better and growing stronger, until last year it included, not just a horse-drawn wagon to carry the cheese along in style, but dancing mice, Miss Crucolo Universe, Miss Crucolo USA, Little Miss Crucolo, a marching band, and a military escort of His Majesty’s 10th Foot, on furlough from their Revolutionary War service in the British army. “Now they’re friends. We don’t hold a grudge in Concord,” Lovis quips. “When it turns on Walden [Street], that’s where the band picks up and the dancers and the mice…. There’s nothing like a cheese parade. Go big or go home. It’s just fun. It’s really just for fun.”
When the wagon stops outside The Cheese Shop, the tractor tire-size wheel is rolled ceremoniously off the wagon onto red carpet, to be welcomed with the reading of a proclamation from the Concord Board of Selectmen; the waving of Italian flags; a speech by the Italian representative of Rifugio Crucolo, another by Tyrolean-hatted and white-aproned Lovis, each line of his text echoed by the crowd; and a protest march by local vegans carrying signs announcing that “Milk comes from grieving mothers.” Lovis says that he didn’t arrange the protest, but he admits without shame that, “If I’d thought of it, I’d have set it up.”
The event, held annually on the first Thursday in December at 3:30, so the kids have time to get home from school first, has become something of a tradition in Concord. People take the day off work for it, some driving in from out of town. “It’s over by 4:30 because it’s dark,” Lovis says. Last year, more than 1,500 spectators showed up. The parade has been featured in news reports all over the world, and the YouTube videos have been seen by thousands.
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At the very end of the celebration, someone cuts the cheese to reveal its ivory paste laced with small irregular eyes, samples are passed out to the crowd, and the whole 400-pound wheel is gone in a week. For most of the rest of the year, the Crucolo lovers will have to get by with wedges cut from the 30-pound wheels that arrive in the shop without benefit of a parade. Crucolo, an Asiago fresco-style raw cow milk cheese with a mild, buttery taste and a tangy finish, is one of about 200 cheeses in the case at The Cheese Shop at any given time. The 200 rotate in and out to make a total of about 1,000 cheeses offered to The Cheese Shop’s customers over the course of a year. “We’re always out of about 80 percent,” Lovis says. “People come in and ask for what they want. We can’t have everything all the time.”
The cheese is sold by Lovis and his 16 year-round employees, who are augmented by seasonal employees during the winter holiday season. Lovis has eight seasonal employees who’ve come back year after year during the holiday season, so that they’re now fully trained in every job in the store – one now in her eleventh Christmas at the Cheese Shop, another in her tenth year. “They love it. They love the work, they love the place, they love the customers, and they know I love them,” Lovis says.
Lovis has been in the business since 1976, when he was 15 years old and started a career that has included retail, wholesale, importing – every link of the supply chain. He signed the agreement to purchase the store in 2001 and closed the deal in 2003. “My whole life has been an apprenticeship for owning this store,” he says. In that time, he’s learned a lot about selling cheese for prices that range from about $8.99 to $40 a pound. “One thing I work very hard is not to be a cheese snob about the cheeses we sell,” he says. “The point of being in business is to give the customers what they want…. What we need to focus on is not how good we are about selling cheese. What we focus on is how we get you what you want.”
How you sell people a $40/pound piece of cheese is to give them a taste, he says. “You should never buy a cheese if you can’t taste it first. Have a taste. If you don’t like it, don’t buy it. If you can’t afford it, I have other cheeses in the same family. But there’s a reason why it’s $40. It’s not cranked out of a machine; it’s made by hand. But if you want something less expensive, I’ll get you something less expensive,” he says. “Give people a taste. It’s not about the cheese. It’s about the customer.”
