A monthly warehouse sale in East Williamsburg, Brooklyn, has become a sensation, drawing cheese lovers from across New York City and beyond. The event, hosted by C. Hesse Cheese, offers a unique opportunity to sample and purchase artisanal cheeses in a lively, communal atmosphere.

The Maestro Behind the Cheese

At the heart of the operation is Caroline Hesse, the 33-year-old owner and operator of C. Hesse Cheese, a wholesale distribution business established in 2022. “Cheese for me is a vehicle for love and joy, and enjoyment, and people getting together,” Hesse explained. She sources cheeses from creameries and manufacturers in the US and Europe, supplying restaurants like Bridges, Wild Cherry, and Le Veau d’Or.

A Secret Sale with a Dedicated Following

The event operates with a playful sense of secrecy, with the team utilizing walkie-talkies and code names. This past Saturday, the sale quickly reached capacity, with 500 RSVP spots filled after increased attention from TikTok, Food52, Caper, and a recent appearance on the Tamron Hall show. A line snaked around the block as attendees eagerly awaited entry.

A Cheese Lover's Paradise

Inside the warehouse, attendees were greeted with a vast selection of cheeses. The offerings included baby gouda, aged gouda, nettle gouda, Vermont cheddar (Bandaged Bismark), a Wisconsin goat cheese (Linedeline), Swiss ball cheese, Parmigiano-Reggiano, New York triple-cream brie, Minnesota blue cheese, and the popular German Alp Blossom, adorned with dried flowers and herbs.

Community and Connection

The atmosphere was festive, with disco and pop music filling the space as shoppers tasted cheeses and sipped natural wine. Jamie Shapiro, attending with her family, remarked, “We have a baby’s worth of cheese—including baby gouda.” Longtime fans, Joan and Tom Mulry, have followed Hesse’s work since her days at Crown Finish Cheese in 2020, appreciating her passion for her craft.

A Unique Experience

Even canine companions got in on the fun, with chihuahua Waffle enjoying a taste of gouda. Jared Hatch described the sale as a glimpse “under the hood” of the cheese-making process, while Samm Mackin likened it to “a farmers market meets wine and cheese cocktail hour, meets sample sale.”

From Financial Struggle to Success

Hesse’s father, John, a former chef, was on hand to assist with checkout. He shared that Hesse inherited his sensitive palate and a love for the food industry. The warehouse sales originated in January 2023 when Hesse was facing financial hardship and needed to generate cash flow. What once brought in around $1000 now generates over ten times that amount.

Attendees described the event as a joyful gathering, with a palpable sense of community. “It’s like a big room of strangers that you know would be good at a dinner party,” said shopper Kati Doggett. For Hesse, the success of the sale reaffirms her belief that cheese is a powerful force for connection and enjoyment.