Retail Group Gives Concord Cheese Shop "Most Creative" Award
The Retailers Association of Massachusetts (RAM) has presented Peter Lovis of the Concord Cheese Shop with an award for Most Creative Concept, thanks to his famous Crucolo Day Parade. The parade features a 400lb wheel of Italian cheese, the largest in the western hemisphere, plus a red carpet, singing, dancing, and (of course) eating.
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.”