Chilton-based Vern’s Cheese opening retail store near Lambeau Field

Cheryl Hentz

Contributor

April 7, 2025

ASHWAUBENON – The Greater Green Bay area is synonymous with two things – football and cheese. 

Though Lambeau Field has been a staple in Green Bay since 1957, a dedicated retail cheese store has never called Titletown home – something Vern’s Cheese Owner Ben Novak said surprises most people who hear it.

“People are a little bit shocked and in a state of disbelief when you tell them there is no cheese shop in Green Bay,” he said. “There are places that have cheese but not an actual dedicated store that you can go into that is focused 100% on cheese.”

That, Novak said, is about to change.

In late April, coinciding with the NFL draft, Novak said Vern’s Cheese will open a retail location between Cabela’s and Lambeau Field on the Lombardi Access Road, located directly behind Margarita’s restaurant.

The opening of this new shop, he said, also underscores Green Bay’s historic role in the development of Wisconsin’s cheese industry.

A cheesy history

From 1956-97, Novak said Green Bay was home to the National Cheese Exchange (originally known as the Wisconsin Cheese Exchange) – a hub that played a pivotal role in establishing Wisconsin’s reputation as America’s Dairyland.

Though cheese today is traded on the Chicago Mercantile Exchange, he said Vern’s Cheese is planning to continue this legacy by offering an immersive experience that brings the best of local cheesemaking directly to customers.

“As a business founded on tradition, craftsmanship and innovation, we are thrilled to bring this exceptional cheese experience to Green Bay,” he said. “Our vision is to create a space where anybody can explore the extraordinary variety of Wisconsin cheeses, delve into our state’s storied cheesemaking history and enjoy a personalized experience.”

What the store will offer

Novak said the 2,800-square-foot store will serve as a tribute to Wisconsin’s deep-rooted cheesemaking tradition, featuring an exclusive selection of handcrafted cheeses from the state’s most esteemed cheesemakers, including Vern’s, as well as award-winning cheeses from both across the U.S. and around the world. 

Besides offering custom-cut cheese orders – an offering rarely found in Northeast Wisconsin – Novak said Vern’s Cheese will also present curated, custom charcuterie boards and will host events where the public will be able to meet various cheese professionals and cheesemakers. 

In addition to featuring hundreds of cheese types, he said this store will offer many other local favorites. 

“We’ll be teaming up with other local companies to feature products like Maplewood Meats and products from Nueske’s (Applewood Smoked) Meats,” he said. “We’ll also be teaming up with Voyageurs Bakehouse – a bread company in Green Bay, Appleton and De Pere – to feature their products. We work closely with Lamer’s Milk out of Appleton, which has some of the highest-quality milk products.”

Novak said the location is such that it will be accessible to anyone who lives in the Green Bay area, “whether they want to pick something up for a party they’re going to or one they are hosting themselves.”

“It’ll be a spot where you can get all your cheese and other food supplies…,” he said. “We’ll have so much beyond cheese when it comes to Wisconsin-quality, niche food items – whether it’s honey, maple syrup, bread products, craft sodas, things like that.”

Novak said the store will also sell the finest in Wisconsin wines, beers and liquor.

A cheesemaking family

The store, Novak said, is a cumulative project of the last several years.

“I took over ownership (of Vern’s Cheese) two years ago and immediately, several people reached out to me about opening a location in Green Bay,” he said.

Novak said Vern’s is a full-service food distribution company that has a history going back to the 1960s.

Though not related to Vern’s, Novak said his family has its own history and passion with cheese going back several generations.

He said his great-grandfather was a cheesemaker; his grandfather was an award-winning cheesemaker; his father was a cheesemaker; and now he is a cheese grader and judge. 

“I’m trying to connect my history with what Vern’s was doing,” he said. “This (retail store) just kind of organically materialized.”

Novak said his involvement in the cheese industry didn’t start with making cheese.

“I’ve bought and sold millions of pounds of cheese throughout Wisconsin and across the globe,” he said. “I’ve been operating behind the scenes in the cheese industry for a decade-plus, so it’s fun to be able to share my knowledge as a licensed cheese grader and judge with the community.” 

Novak said he was inspired to open a proper cheese shop in the Green Bay area by his grandfather Bill Novak, Sr., who not only made cheese in Denmark, but operated a cheese store there as well. 

“That cheese factory was called Hebels Corner and (was) located across the street from Circle Tap in Denmark,” he said. “Our family got out of cheese making in 1978 when my grandfather sold the factory to Errico Auricchio – and became BelGioioso Cheese. We’re trying to bring back a proper cheese shop to the community, especially with the amount of tourism and things that happen in Green Bay.” 

Novak said he has lived in Green Bay since 2007 and has seen a couple of attempts to create a cheese shop during that time.

“But they were never fully executed to what (they should have been), considering the tourism and the amount of people that associate cheese with Green Bay,” he said. “There’s a real need for this in Green Bay. We’re trying to do it without competing with those companies we work with, but we need to showcase (certain products).”

Though previous attempts to create a full cheese shop in Green Bay weren’t successful, Novak said his background and the way Vern’s is set up as a company make retail easy for them to do. 

“We’re built to showcase the best that Wisconsin has to offer as far as cheese and any other dairy products because we’re non-discriminatory,” he said. “We have our own brand, but we do not shy away from working with any other cheese factory, big or small.”

A bit different

Though this is the second retail store that Vern’s Cheese will own and operate, Novak said it is not part of Vern’s historical business plan.

“We are a company that supplies thousands of Wisconsin businesses with quality cheese and food items,” he said. “I personally have been involved in the cheese industry since 2007 and am a licensed cheese grader and have worked somewhat behind the scenes in the cheese industry.  Now, we have a place to direct people when they ask, ‘Where do we find the best cheese in Green Bay?’”

Vern’s other retail location is in Chilton, Novak said, where the company’s main operation is – including the main office, warehouse and distribution center.

He said the company has 15 trucks that distribute products across the entire State of Wisconsin, as well as to the Upper Peninsula of Michigan and other neighboring states. 

“(The retail stores are) something a bit different from what our core business is,” he said. “We’ve got thousands of customers across the state that we distribute cheese to. We supply retailers, but a retail business is not our main focus.”

In fact, Novak said 99% of Vern’s Cheese’s business has nothing to do with this retail store.

He said there is no plan to develop a chain of retail cheese shops.

“We’re just trying to do something because there’s a need for it in Green Bay,” he said. “Again, we don’t want to be competing with who we work with, but nobody’s doing what needs to be done in Green Bay. So, that’s why we’re doing it.” 

Perfect timing

Novak said the retail store will debut with a soft launch in early April – holding a grand opening set to coincide with the 2025 NFL Draft in late April.

He said the store promises to be an essential destination for connoisseurs, entertainers and visitors seeking a one-of-a-kind tasting experience.

Whether selecting a rare specialty, learning about the state’s rich cheesemaking heritage or preparing for an unforgettable event, Novak said customers will find the store dedicated to the highest standards of quality, craftsmanship and artistry.

“It feels good bringing (a dedicated cheese shop) to Green Bay,” he said. “We envision the newest Vern’s Cheese location to be a spot where cheese-lovers can gather to enjoy and learn about Wisconsin cheese.”

For more information, including grand opening details, visit VernsCheese.com or follow Vern’s Cheese on Facebook.