I'm a cheesemonger who champions artisan produce and always puts customers first
From Wookey Hole cave-aged cheddar to Shropshire Blue, Alex Hunt has a passion for all things cheese.
Since October 2021, he has been behind the counter of his own shop dedicated to the dairy delight.
Based at High Ash Farm in Abbots Bromley, near Rugeley, The Cheese Locker sells more than 60 British and Continental cheeses.
Alex caught the artisan cheese bug when he was just 10 years old and helped his father, who worked in the industry for many years.
“I would go out with him selling cheeses and doing tastings. I’m on the autism spectrum and going out with my father helped me to become more confident in talking to people,” says Alex.
He decided to start his own business while studying for a degree in psychology during the pandemic when he lost his grandmother and his father became seriously ill with Covid-19.
Alex, who also spent time in hospital himself after contracting the disease, decided to put his psychology career plans on hold.
“It has been quite a stressful period in my life and I wanted to do something that was more calming.
“As well as being passionate about psychology, I’m also passionate about cheese.
“In October 2021, I found the shop at Abbots Bromley and started trading,” explains the 27-year-old, who graduated in 2022.
He now dedicates his time to sourcing the best cheeses Great Britain and Europe have to offer and enjoys seeking out lesser known varieties for his customers to try.
“I like to educate my customers about the cheeses and where they come from and I like to stock cheeses that they might struggle to find anywhere else,” he explains.
“I love learning about the different cheeses and their different flavour profiles and sharing that with my customers.”
Alex, who is supported by his family and fiancée Ismaliyah, also sells biscuits, condiments, baked goods, and deli items such as cooked hams, chorizo and salami.
He has also converted a former horse trailer into a mobile shop to take to local events and markets. The trailer is named Audrey after his grandmother.
“The trailer helps us to reach more people and reach people who may not be able to get to the shop,” explains Alex, who lives in Hednesford.
Alex enjoys championing artisan producers and introducing people to new varieties.
He’s also happy to help people who want to step out of their comfort zone and expand their palate.
“If you like cheddar, you could try an artisan cheddar like a traditional cloth-bound Wookey Hole cave-aged cheddar or a Westcombe Cheddar.
“Artisan cheddar will have a greater depth of flavour and stay on the palate for longer than cheddar you might buy from a supermarket,” says Alex.
“If you want to try creamier cheese then something like Somerset Brie is a good place to start.
“If you’re scared to try blue cheese but still want to give it a go, then try Montagnolo Affine.
“People describe it as a blue brie, because it’s mild and creamy with just a touch of blue,” says Alex.
The cheesemonger’s commitment to his role has earned him recognition both from the public and the industry.
Earlier this year, he was voted a Local Food and Drink Champion for the Midlands in the Countryside Alliance Awards.
The awards celebrate businesses which go the extra mile and nominations are whittled down via a public vote.
Alex was invited to represent the region in the national champions reception at the House of Lords in June, competing against other finalists from around England, Wales, Scotland, and Northern Ireland.
Although he missed out on the national title, he described the event as a great experience and said he was grateful to everyone who had voted for him.
It came hot on the heels of him being shortlisted in the Cheesemonger of the Year category of the Farm Shop and Deli Retailer Awards 2024 and being featured in a top trade magazine’s list of the UK’s most inspirational cheese retailers.
Alex says the most rewarding part of being a cheesemonger is the interactions he has with his customers.
“I enjoy getting to know what they like and finding new cheeses for them to try.
“It’s a small shop but I have a great range of cheeses and they are also great value.
“Whether they are served by me, or a member of my family, the customer will always come first and we will try to deliver what they are looking for to the best of our abilities,” he says.
For more information, see thecheeselocker.com or www.facebook.com/TheCheeseLocker