The French Cheese School at SFPL: A Recap of the Expert Roundtables

This year, the French Cheese School significantly enhanced its presence at the SFPL! In addition to its presence at the shared stand (with the Fédération, CNIEL, CNAOL, and ENIL), the School's team was actively involved in two conferences held at the Agora des Experts. The first focused on career transitions—a topic well-known to the training center, which supports around forty career changes each year—and the second on the use of social media and the opportunities they create for developing a cheese shop.

Becoming a Cheesemonger through Career Transition

The first roundtable, focusing on career transitions, was led by Anne-Laure Fayaud from Fromagerie Bleue in Vallet, Loire-Atlantique, and Gaspard Leulier from the French Cheese School. Anne-Laure Fayaud completed the School's training program to acquire the basics of the profession, but she was primarily present at this roundtable to share her entrepreneurial experience in cheesemongering and discuss the challenges faced before opening a shop: finding a suitable location while keeping a cool head to avoid rushing, clearly defining the project, finding the right contacts for support, and managing the concerns of loved ones, who may not always understand the decision to leave a stable, well-paying job for an adventure that might seem risky.

But the real challenges begin once the project starts to materialize! Anne-Laure Fayaud testified to the versatility required of a business owner who, in addition to the daily management of the shop, must also become a site manager, interior designer, and communications director.

In addition to this valuable feedback, Gaspard Leulier provided a broader perspective on these creation/acquisition projects that are flourishing everywhere, many of which benefit from the School's support. The message was clear: while each project is unique, the training center's teams are now well-versed in supporting various profiles. Through a comprehensive training program, project leaders receive quality education that equips them to approach the realization of their dream, which they may have nurtured for many years, with greater confidence.

Using Social Media in Cheesemongering

The second roundtable focused on the use of social media in cheese shops and their ability to attract and retain new customers. To delve into the topic, the School brought together three cheesemongers: Emilie Cavero from Fromagerie Emilie in Toulouse; Driss Azzoug from La Meulerie in Marseille; and Ludovic Galfione from the fromagerie Aux Bons Fromages in Paris.

The first two are business owners, while Ludovic Galfione is specifically in charge of the social media for the cheese shop where he works. These three digital communication experts shared their best practices to help the many professionals present implement them in their own businesses. Each having built a strong identity on their platforms, they together exemplified the diversity of possible approaches.

For instance, Emilie Cavero opts for highly interactive communication, with numerous face-to-camera videos where she takes the time to answer her followers' questions, share her favorites, tips, and daily life.

On the other hand, Driss Azzoug has developed a meticulously crafted communication style, with attention to detail in every post, an identity embodied by a color scheme, and a typically Marseillais style. This is complemented by numerous collaborations with local brands and influencers to perfect the recipe for success.

Ludovic Galfione, meanwhile, focuses on the craft of the trade. He shares photos of his (gorgeous) cheese boards, quotes about gastronomy, and his take on current events closely related to the profession.

This mosaic of tones demonstrated that digital communication is not a homogeneous discipline but rather an opportunity to showcase one’s uniqueness!

Emilie Cavero and Driss Azzoug are now widely recognized, and although it’s impossible to quantify precisely how many customers have walked through their doors after discovering them on social media, it’s clear that their notoriety is a significant asset in their roles as business owners.

This roundtable proved that a cheesemonger’s communication benefits the entire profession: when a cheese shop in Lille posts something, it might spark a craving for cheese in someone from Bordeaux! The other takeaway from this roundtable can be summed up in two words: get started! Don’t hesitate to create an account for your business and begin sharing what you’re passionate about. Over time, you’ll refine your skills and give your work newfound visibility.

A successful event for the School, which extends its heartfelt thanks to the organizers for their trust. See you at the next edition!