We were greeted as soon as we walked in the door by several employees- Jackson, Will, and I think Nina. Super friendly and welcoming! We were encouraged to browse and try some samples . Jackson and Will both talked about several kinds of cheese and were very knowledgeable. We absolutely loved the cheese from the Hill Valley Dairy and bought some to take home. We also couldn’t resist a specialty sandwich with a delicious baked cheese on a baguette with some rosemary aioli- soo good! This place is a must visit on your next trip to Madison!

While in America Dairy Land, this store seems an appropriate place to visit. Near the capitol so easy to pop in when walking around the square. Lots of unique cheeses to pique the curiosity. Some cheese-related paraphernalia for home, friends, or just window shopping. Prices are not cheap but that is the nature of artisanal cheese.

Ordered a $200 cheese and meat sampler. They did not ship half the meats and refuse to respond to multiple attempts by email to fix this. Don't use their online store.

Fromagination is a treat for the senses, and a go-to if you want to spoil yourself or create a memorable gift basket for a friend. Cheeses from around the world, jams, jellies, crackers, spreads, dried fruits, specialty candies. Many unique items I have never seen any place else. They also have an assortment of great sandwiches and small tables on the sidewalk where you can sit and enjoy a view of the capitol. That's what I do when I have the time. A sandwich, WiscoPop, and dark chocolate cherries. Living the good life!Great customer service from Hannah -- who is friendly and knowledgeable.

If you are a cheese lover, or even a cheese liker, you would be wise to put this place on your itinerary. The selection is amazing and the staff is extremely friendly and eager to offer a multitude of cheese samples so that you are certain to love whatever you decide to purchase. They also have a lovely lunch menu. I always order their signature sandwich with a little extra of their house-made cranberry compote... SO GOOD! You can order their sandwiches cut in half, for sharing (or if your appetite doesn't permit you to devour the whole thing in a single sitting...which your tastebuds will encourages you to do!). My husband and I typically split a Madison salad, as well. It gets an A+, too. Love the ambience of the shop, the cheery and helpful staff and their products, both packaged cheese and lunches.