It first opened its doors in 2013 and moved to its larger, and current home on Harrogate Road in 2017.
During its 13 years, George & Joseph has become a much-loved and bustling neighbourhood shop, selling more than 27,000 pieces of cheese last year alone. Its passion for sharing cheese knowledge has also proved popular, with more than 2,000 tickets sold across over 200 virtual and in-person events and more than 500 Cheese Club subscription orders fulfilled. George & Joseph has also built a reputation among fromage fans far beyond the Leeds suburbs and has processed more than 15,000 online orders to date. And cheese has become part of some particularly memorable occasions along the way. More than 400 George & Joseph cheese Advent calendars have been delivered in recent years, while the business has fulfilled more than 200 wedding and celebration orders.
After 13 years championing the best artisan cheeses, and the people who make them, Stephen Fleming, founder of George & Joseph, is sharing lessons learnt from helping people choose, store and enjoy great cheese. He says: “We’ve spent years learning about and eating an enormous amount of cheese; here are some of the simple mistakes and lesser-known tricks that can make a surprisingly big difference, as well as things we have learned along the way about how people buy cheese.” Whether you’re putting together a cheeseboard, wondering what to do with leftovers or trying to keep a favourite wedge in peak condition, here are 13 things everyone should know.
1. More choice isn’t always better. Three carefully chosen cheeses will usually beat eight random ones. Also, quantity is easier than people think. Allow around 80–100g per person after a meal, or 150–200g if cheese is the main event.
2. Start with the person, not the cheese. Who’s it for, when are they eating it and what do they normally enjoy?
3. Confidence matters more than expertise. Most people don’t want a lecture about cheese; they simply want to feel confident choosing something they’ll enjoy.
4. One taste can change everything. Some of our customers’ favourite cheeses are ones they would never have chosen without trying them first. You should always ask your cheesemonger what they’re excited about and what’s tasting particularly good at the moment. You might leave with a new favourite.
5. Flavour comes first – don’t judge a cheese by its smell. Some of the most pungent cheeses can taste gentler than their aroma suggests. Washed-rind cheeses in particular can have a powerful smell without delivering the same intensity on the palate. Give them a chance before deciding they’re not for you.
6. Artisan cheese isn’t supposed to be identical. Milk, seasons, weather and maturation all leave their mark.
7. British cheesemaking is world-class. Britain’s cheesemakers can compete with anyone.
8. Temperature makes a huge difference. Most cheese tastes better when it’s taken out of the fridge 30–60 minutes before serving.
9. Good wrapping matters. Cheese needs protecting without being suffocated – so wrap it in cheese paper or waxed paper rather than wrapping it tightly in clingfilm.
10. Accompaniments should support the cheese. If the chutney is all you can taste, you’ve probably used too much. Also, don’t forget cheese isn’t just for crackers. Crackers are a classic, but they’re far from the only option. Try pairing cheese with good bread, fresh or dried fruit, nuts, honey, meats and pickles. Different accompaniments can completely change the experience of the same cheese.
11. Relationships with cheesemakers matter. Knowing the people behind the cheese helps us buy better, care for it properly and tell its story honestly.
12. No cheese should ever go to waste. Leftover cheese can have a second life by grating it over pasta and risottos. You can also use it for toasties, or combine a mixture of leftovers to create an indulgent cheese sauce. If you don’t have an immediate use for a hard cheese, grate it and freeze it for cooking later.
13. Cheese brings people together. Across the counter, around a tasting table, at a wedding or over supper at home, that might be the most important thing we’ve learnt.
Stephen Fleming adds: “Reaching 13 years of trading is a real milestone. What started as a passion for cheese has become a career I could never have imagined. We’ve moved into much larger premises, introduced events, launched our cheese subscription club and expanded to nationwide delivery. “I’ve gone from being a cheese enthusiast to becoming one of only two Academy of Cheese trainers in the North of England. Through the Academy, I’ve trained dozens of clients across the UK, as well as clients in France and Canada. I’ve also been invited to judge cheese competitions throughout the UK. “In many respects, it feels like we’re just getting started. We’ve also weathered the pandemic and the ongoing cost-of-living crisis, so it certainly hasn’t always been easy. I’m immensely proud of what we’ve achieved and incredibly grateful to all the fellow cheese enthusiasts who have supported us along the way, as well as our wonderful neighbours, many of whom we now count as friends. “Hopefully, the biggest thing people take away when they visit us is that we genuinely love nothing more than talking about cheese and helping them discover something new.”
