Cheese: From Treasure Hunt to Category Growth with Brian Freeman (Specialty Cheese Category Business Manager, Tops Markets) For November, Heather Prach, VP of Education and Industry Relations at IDDBA, speaks with Brian Freeman, Specialty Cheese Category Business Manager at Tops Markets, in a free-rolling but practical conversation that moves from social-media spikes and global flavor discovery to the merchandising habits and programs that turn a cheese case into a true destination. Brian shares how his category at Tops has outpaced national growth by pairing innovation and authenticity with close collaboration across makers, brokers, and buyers—grounded in travel, plant visits, and shows like IDDBA. He explains why a great cheese set should feel like a "treasure hunt," how simple, shopper-friendly charcuterie signage and real sampling still drive results, and how to ride TikTok-fueled surges without losing focus. Along the way, he digs into building eye-opening cheese "flights" plus answers a rapid-fire round of questions from Heather that reveals his go-to picks. Looking ahead, Brian discusses where global flavors are heading, how to design programs that deliver wins for manufacturers, retailers, and consumers, and practical steps teams can take this month—refreshing displays with peaks and valleys, clarifying signs, and putting product in shoppers' hands. We think you'll come away with actionable ways to energize your cheese category, engage teams on the floor, and build a destination set that keeps customers coming back. Want to be a guest on the podcast or learn more about IDDBA? Reach out to us at [[email protected]](mailto:[email protected]). To learn more about IDDBA and becoming a member, head here: [https://www.iddba.org/membership/join-iddba/membership](https://www.iddba.org/membership/join-iddba/membership) #Cheese #SpecialtyCheese #Charcuterie #Merchandising #Sampling #ShopperMarketing #RetailTrends #Dairy #Deli #Grocery #Supermarket #FoodService #FreshFoods #Leadership #Innovation #Trends2025 #FoodRetail #Convenience #CStore

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