We are delighted to interview Michaela Grob, owner and shopkeeper, of Riverdel.
|
VTC: Tell us about Riverdel. How and when did the idea for Riverdel begin?
Michaela: It gradually developed after I became vegan, about 7 years ago now. My husband and I kept saying, “if only there was a place with a decent cheese collection!” |
VTC: Is there any particular meaning behind the name?
Michaela: Yes, it’s made up of two names – River, our dog (who unfortunately passed away recently), and Fidel, our cat. Both of them are rescues, and Riverdel was our nickname for them. And, then it became the name of my business.
VTC: Did you have any previous experience making vegan cheese or in the food industry, in general?
Michaela: I’ve studied hospitably management and had some culinary training, but I’ve never worked in a kitchen. When I decided to open a food business, I took another culinary training class with Matthew Kenney, since I felt I needed to brush up on my kitchen skills. As for making vegan cheese, just years of experimenting at home and using friends and family as testers.
VTC: What was the reaction from friends, family, and/or colleagues when you told them that you were launching a vegan cheese shop?
Michaela: My parents were worried. My friends and colleagues were happy about it and support it. My biggest supporter has always been, and still is, my husband! He’s my “chief taster,” biggest advocate, and just a huge help. I don’t think I could have done this without him!
VTC: How is Riverdel unique? How do you differ from your fellow industry members?
Michaela: We focus on a large gourmet cheese selection and a cheese-centric sandwich selection. Our attitude is we’re a cheese shop just like any other in the city – we just don’t sell cheese that has dairy.
VTC: Tell us about your cheeses.
Michaela: Our house made cheeses are cashew-based. Our most popular one is called “Billy” (a play on the phrase Billy goat, but one who doesn’t give milk) and comes in a few flavors – peppery, truffle, spicy, and currently fresh herbs. And, then, we have an aged beer cheese, which is for a more acquired taste. It is fermented with beer and seasoned with caraway (think Oktoberfest!).
VTC: There is an ongoing debate about calling dairy-free milk “milk” and dairy-free cheese “cheese.” What are your thoughts on that issue?
Michaela: We call it cheese and milk. It’s that simple! What I explain to people is that there is goat cheese, there is cow cheese, there is sheep’s cheese, and there is nut cheese. The same with milk. Why invent another name for it? But, I knew this question would come up, so I did a little research and found that the word for “cheese” is derived from an old language and basically just refers to “something fermented, sour.” Ergo, we use the word cheese liberally in our shop!
VTC: Without revealing any trade secrets, how do you make your cheeses?
Michaela: Simple basic ingredients – organic cashews, acidophilus, and salt.
VTC: How did you come up with your menu?
Michaela: Trial and error. I wanted a few staples on the menu, such as a Grilled Cheese and a Ham & Cheese sandwich. We use country bread for it, rather than just simple white bread, because our sandwiches should be filling. And, for the rest, we’ve played around and seen how customers reacted. We have weekly specials, and when we see an item that does particularly well, then we consider adding it to the permanent menu.
VTC: How do you decide which vegan products from other retailers to carry in your cheese shop?
Michaela: I’m always happy to give new items a try. But, at the end of the day, it’s our customers who decide if a product stays on the shelf or not. We have very little space, so we need to make sure it’s something that our customers are interested in.
VTC: How do you view the competitive landscape?
Michaela: Although vegan cheese is a niche, competition is around. And, it’s great to see that more vegan businesses are opening and other businesses are carrying more vegan products.
VTC: How much time goes into the development of a new cheese once there is the idea?
Michaela: Quite some time actually. Once a recipe has been tested, we also have to be able to scale up and make sure the taste and quality continues. Currently, we actually have more recipes than what we offer in the shop – we simply don’t have space to make more kinds of cheese.
VTC: Have you received any requests from consumers regarding product development?
Michaela: Not requests per se. But, we do know what people are looking for, and, if we can accommodate, it we’ll try.
VTC: Are there any challenges in your manufacturing?
Michaela: Plenty – but I wouldn’t call us a manufacturer. We have a small kitchen which we use for cheese production. And, we currently only sell our cheese in our own shop
VTC: Are you surprised at all by the mainstream acceptance of your cheeses?
Michaela: Yes and no! We always tell people to just focus on good food and not on the label. So, I’m happy when people who are not vegan like our cheese.
VTC: Do you have a favorite cheese or sandwich?
Michaela: My current favorite is “The Greek” – feta, tomatoes, olive tapenade, cucumbers, and greens on a toasted focaccia. It’s so summery!
VTC: Do you have any new cheeses on the horizon?
Michaela: As mentioned, we do, but we don’t have any space.
VTC: Are your products sold online? If so, how does the online market differ from the brick and mortar market?
Michaela: We do have an option for a “Cheese of the Month” & “The Riverdel Cheese Box” on our website, because we get many requests about shipping. But, since we have limited space, we cap that at a few orders per month. We’re not an online business, and the focus was never to be an online company. That’s a whole other ballgame, and that’s never been our objective.
VTC: How do you position your products?
Michaela: Gourmet.
VTC: Are your cheeses sold at any other retailers or locations?
Michaela: We don’t sell in other places right now.
VTC: What marketing techniques proved most successful when Riverdel first started?
Michaela: Social media and pop up markets.
VTC: How have you had to modify your approach over time, if at all?
Michaela: It’s a constant learning process, and there is something that needs tweaking almost every month.
VTC: What’s next for Riverdel?
Michaela: For now, just focusing on our store. Wholesale might be a next step, but not until another year or so. We’ll be testing the waters this summer with selling our cheese in a few select stores and see what the feedback is.
VTC: Do you have any advice for your fellow industry members?
Michaela: One of the things I like about this industry is that people are very helpful. I would just say that’s something that I hope will continue.
VTC: What was the best piece of advice that you received?
Michaela: Focus on what you can change rather than what you can’t change!
VTC: What have been some challenges you have faced?
Michaela: The usual that every new business faces I guess – staffing, financing, fitting all the work into one day, etc.
VTC: Thank you very much, Michaela. Needless to say, what you have been able to accomplish is quite impressive. We look forward to your continued growth and hope to see satellite shops throughout the country.
Michaela: Yes, it’s made up of two names – River, our dog (who unfortunately passed away recently), and Fidel, our cat. Both of them are rescues, and Riverdel was our nickname for them. And, then it became the name of my business.
VTC: Did you have any previous experience making vegan cheese or in the food industry, in general?
Michaela: I’ve studied hospitably management and had some culinary training, but I’ve never worked in a kitchen. When I decided to open a food business, I took another culinary training class with Matthew Kenney, since I felt I needed to brush up on my kitchen skills. As for making vegan cheese, just years of experimenting at home and using friends and family as testers.
VTC: What was the reaction from friends, family, and/or colleagues when you told them that you were launching a vegan cheese shop?
Michaela: My parents were worried. My friends and colleagues were happy about it and support it. My biggest supporter has always been, and still is, my husband! He’s my “chief taster,” biggest advocate, and just a huge help. I don’t think I could have done this without him!
VTC: How is Riverdel unique? How do you differ from your fellow industry members?
Michaela: We focus on a large gourmet cheese selection and a cheese-centric sandwich selection. Our attitude is we’re a cheese shop just like any other in the city – we just don’t sell cheese that has dairy.
VTC: Tell us about your cheeses.
Michaela: Our house made cheeses are cashew-based. Our most popular one is called “Billy” (a play on the phrase Billy goat, but one who doesn’t give milk) and comes in a few flavors – peppery, truffle, spicy, and currently fresh herbs. And, then, we have an aged beer cheese, which is for a more acquired taste. It is fermented with beer and seasoned with caraway (think Oktoberfest!).
VTC: There is an ongoing debate about calling dairy-free milk “milk” and dairy-free cheese “cheese.” What are your thoughts on that issue?
Michaela: We call it cheese and milk. It’s that simple! What I explain to people is that there is goat cheese, there is cow cheese, there is sheep’s cheese, and there is nut cheese. The same with milk. Why invent another name for it? But, I knew this question would come up, so I did a little research and found that the word for “cheese” is derived from an old language and basically just refers to “something fermented, sour.” Ergo, we use the word cheese liberally in our shop!
VTC: Without revealing any trade secrets, how do you make your cheeses?
Michaela: Simple basic ingredients – organic cashews, acidophilus, and salt.
VTC: How did you come up with your menu?
Michaela: Trial and error. I wanted a few staples on the menu, such as a Grilled Cheese and a Ham & Cheese sandwich. We use country bread for it, rather than just simple white bread, because our sandwiches should be filling. And, for the rest, we’ve played around and seen how customers reacted. We have weekly specials, and when we see an item that does particularly well, then we consider adding it to the permanent menu.
VTC: How do you decide which vegan products from other retailers to carry in your cheese shop?
Michaela: I’m always happy to give new items a try. But, at the end of the day, it’s our customers who decide if a product stays on the shelf or not. We have very little space, so we need to make sure it’s something that our customers are interested in.
VTC: How do you view the competitive landscape?
Michaela: Although vegan cheese is a niche, competition is around. And, it’s great to see that more vegan businesses are opening and other businesses are carrying more vegan products.
VTC: How much time goes into the development of a new cheese once there is the idea?
Michaela: Quite some time actually. Once a recipe has been tested, we also have to be able to scale up and make sure the taste and quality continues. Currently, we actually have more recipes than what we offer in the shop – we simply don’t have space to make more kinds of cheese.
VTC: Have you received any requests from consumers regarding product development?
Michaela: Not requests per se. But, we do know what people are looking for, and, if we can accommodate, it we’ll try.
VTC: Are there any challenges in your manufacturing?
Michaela: Plenty – but I wouldn’t call us a manufacturer. We have a small kitchen which we use for cheese production. And, we currently only sell our cheese in our own shop
VTC: Are you surprised at all by the mainstream acceptance of your cheeses?
Michaela: Yes and no! We always tell people to just focus on good food and not on the label. So, I’m happy when people who are not vegan like our cheese.
VTC: Do you have a favorite cheese or sandwich?
Michaela: My current favorite is “The Greek” – feta, tomatoes, olive tapenade, cucumbers, and greens on a toasted focaccia. It’s so summery!
VTC: Do you have any new cheeses on the horizon?
Michaela: As mentioned, we do, but we don’t have any space.
VTC: Are your products sold online? If so, how does the online market differ from the brick and mortar market?
Michaela: We do have an option for a “Cheese of the Month” & “The Riverdel Cheese Box” on our website, because we get many requests about shipping. But, since we have limited space, we cap that at a few orders per month. We’re not an online business, and the focus was never to be an online company. That’s a whole other ballgame, and that’s never been our objective.
VTC: How do you position your products?
Michaela: Gourmet.
VTC: Are your cheeses sold at any other retailers or locations?
Michaela: We don’t sell in other places right now.
VTC: What marketing techniques proved most successful when Riverdel first started?
Michaela: Social media and pop up markets.
VTC: How have you had to modify your approach over time, if at all?
Michaela: It’s a constant learning process, and there is something that needs tweaking almost every month.
VTC: What’s next for Riverdel?
Michaela: For now, just focusing on our store. Wholesale might be a next step, but not until another year or so. We’ll be testing the waters this summer with selling our cheese in a few select stores and see what the feedback is.
VTC: Do you have any advice for your fellow industry members?
Michaela: One of the things I like about this industry is that people are very helpful. I would just say that’s something that I hope will continue.
VTC: What was the best piece of advice that you received?
Michaela: Focus on what you can change rather than what you can’t change!
VTC: What have been some challenges you have faced?
Michaela: The usual that every new business faces I guess – staffing, financing, fitting all the work into one day, etc.
VTC: Thank you very much, Michaela. Needless to say, what you have been able to accomplish is quite impressive. We look forward to your continued growth and hope to see satellite shops throughout the country.