The 2025 Hot List: Madelyn Varela | culture: the word on cheese
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The 2025 Hot List: Madelyn Varela


This story is part of culture’s 2025 Hot List. Click here to learn more about the selection process and to see the entire list of recipients

Madelyn Varela

Cheesemonger and Founder of @cheezytalkwithmadelyn
Cheese Department Manager at Heinen’s Grocery Store
Cleveland, Ohio

Madelyn Varela got her start in cheese at a goat dairy, where she first fell in love with the craft of cheesemaking. A move to retail at age 21 sparked a new path—one that eventually led her to managing the cheese department at Heinen’s Grocery Store in Cleveland. Recognizing that many people were intimidated by cheese, Varela started her Instagram and TikTok accounts @cheezytalkwithmadelyn to make it more approachable. Through humor and creative pairings, such as Reese’s Peanut Butter Cups with Jasper Hill Farm Bayley Hazen Blue, she’s amassed a following of over 200,000 on both TikTok and Instagram. Her mission is to show that cheese can be fun and accessible to everyone.

What was your big “aha” moment?
My “aha” moment came when I realized how scared people were of cheese. At first, I didn’t fully understand how daunting artisan cheese could seem to the average person. When I started posting unorthodox pairings—like Reese’s with Bayley Hazen Blue—I saw that it encouraged people to think outside of the box and enjoy cheese without fear. It helped me realize how much still needs to be done to make cheese more accessible and approachable, and that has become a big focus of my work.

What’s the biggest challenge you’ve experienced or overcome in this industry?
Having a large platform at a young age has definitely been challenging. At just 24, I’ve had to balance the responsibility of speaking with authority about cheese while still learning and growing. It can be intimidating to know so many people are looking to me for advice, but I’ve learned to embrace my voice and trust my expertise, even if I’m still figuring things out along the way. Fact-checking everything before I post, even when I’m self-assured, has helped me gain more confidence and connect better with my audience.

What’s Next?
I want to travel more, meet passionate cheese professionals, and expand my knowledge. I’m also working on a book about cheese and unhinged pairings, which I hope to publish soon, to further share my journey and knowledge with a wider audience. My goal is to keep making cheese more accessible and fun while continuing to build my platform and influence in the industry.

Pair a song with cheese: Listen to the entire cheese pairing playlist on Spotify!
Stepladder Ranch & Creamery Paso Vino + “Red Wine Supernova” by Chappell Roan

What’s the cheese you’re raving to your friends about right now?
Belper Knolle! It’s a fascinating cheese that I love to grate over buttered noodles after a night out with friends. It always gets a great reaction—people love how unique and flavorful it is.

If you weren’t in the cheese industry, what would your career be?
I’d probably be a scuba diving instructor in Cozumel, Mexico. I’ve always loved the idea of traveling, being surrounded by nature, and teaching others. Scuba diving combines all of that, plus it’s a fun adventure!

culture: the word on cheese

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