Retail Group Gives Cheese Shop ‘Most Creative’ Award

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Retail Group Gives Cheese Shop ‘Most Creative’ Award


Peter Lovis, longtime proprietor of The Cheese Shop of Concord in Concord, Mass., received the Retailers Association of Massachusetts (RAM) award for Most Creative Concept.

Lovis received the award for his cheese shop’s annual Crucolo Day Parade heralds the arrival of a 400-pound wheel of Italian cheese with a red carpet, a proclamation, dancing, singing and cheese eating. The 2012 Crucolo Day Parade is Dec. 6 at 3:30 p.m.

Since 2010, this all-ages event – which encourages the population of Concord to get up close and personal with a gigantic cheese from a tiny Italian village – has grown in terms of anticipation, turnout and media coverage.A  Youtube video was posted of the 2011 event.

For 15 years, RAM, a 3,000-member trade group, has sought out those among them who excel at general and specific areas of the retail business. It then honors a select few with a crystal plaque that attests to their exceptional skill in a tough business.

For this coveted award, the RAM award committee began its deliberations back in July. Lovis was given the nod for “creative concepts” after a site visit to The Cheese Shop of Concord and interview. The committee said that the shop’s annual treatment of the giant cheese “made the mundane memorable … they are experts in their field and masters of likeability and fun. They are the essence of successful retailing today.”

Lovis will begin plans for the 2013 parade just days after the last chunk of crucolo is sold.