As of today, ownership of the San Diego-based specialty cheese company has officially transitioned to longtime team member Rob Graff, affectionately known to customers as "Professor MacCheese." Graff’s roots with Venissimo run deep. He joined the team in 2008 as a cheesemonger and steadily grew into his current role leading the company’s education, corporate programs, and travel initiatives. With nearly two decades of institutional knowledge and a shared passion for demystifying artisanal cheese, Graff was a natural successor to founders Gina and Roger Freize.
"Since we started, we've had more than 2,500 cheeses on our shelves," said Gina Freize, reflecting on the journey that began with a small storefront in Mission Hills in 2004. Inspired by European cheese shops, Venissimo quickly became a haven for both aficionados and the cheese-curious. Over the years, the business expanded to include three neighborhood locations, hundreds of educational classes through its Academy of Cheese, private events and catering, and even immersive international trips known as "Veni Voyages."
Freize, who built Venissimo around the belief that cheese brings people together, said it’s the perfect time for a new generation to take over. "Like a fine cheese, we have aged to perfection, and it’s time for a younger version to mature in new delicious, fresh and energetic ways," she said.
Graff echoed that sentiment. "Our mission is simple: we share the joy of cheese and take the intimidation out of artisanal cheese," he said. "We will continue Gina’s dream to make the camembert as well-known as the cappuccino."
While the shop’s atmosphere and core values will remain unchanged, Graff hinted at new ideas on the horizon - including enhancing the annual Cheese and Libation Expo, a San Diego Cheese Festival taking over Liberty Station this May, and expanding access to cheese discovery in modern ways.
Backed by a team of expert cheesemongers, many of whom are Certified Cheese Professionals and award winners from the national Cheesemonger Invitational, Graff said he’s honored to lead the next chapter. "These are extraordinary people building careers in cheese, and I’m humbled and excited that I get to be a part of that."
Venissimo Cheese has stores at 754 Washington Street in Mission Hills, 3007 University Avenue in North Park and 2650 Via de la Valle in Del Mar. For more information, visit www.venissimo.com.
"Since we started, we've had more than 2,500 cheeses on our shelves," said Gina Freize, reflecting on the journey that began with a small storefront in Mission Hills in 2004. Inspired by European cheese shops, Venissimo quickly became a haven for both aficionados and the cheese-curious. Over the years, the business expanded to include three neighborhood locations, hundreds of educational classes through its Academy of Cheese, private events and catering, and even immersive international trips known as "Veni Voyages."
Freize, who built Venissimo around the belief that cheese brings people together, said it’s the perfect time for a new generation to take over. "Like a fine cheese, we have aged to perfection, and it’s time for a younger version to mature in new delicious, fresh and energetic ways," she said.
Graff echoed that sentiment. "Our mission is simple: we share the joy of cheese and take the intimidation out of artisanal cheese," he said. "We will continue Gina’s dream to make the camembert as well-known as the cappuccino."
While the shop’s atmosphere and core values will remain unchanged, Graff hinted at new ideas on the horizon - including enhancing the annual Cheese and Libation Expo, a San Diego Cheese Festival taking over Liberty Station this May, and expanding access to cheese discovery in modern ways.
Backed by a team of expert cheesemongers, many of whom are Certified Cheese Professionals and award winners from the national Cheesemonger Invitational, Graff said he’s honored to lead the next chapter. "These are extraordinary people building careers in cheese, and I’m humbled and excited that I get to be a part of that."
Venissimo Cheese has stores at 754 Washington Street in Mission Hills, 3007 University Avenue in North Park and 2650 Via de la Valle in Del Mar. For more information, visit www.venissimo.com.
