We had the good fortune of connecting with Rob Graff and we’ve shared our conversation below.

Hi Rob, what is the most important factor behind your success?
Consistency. Our success is based on a small amount of skill/talent but mostly hard work & showing up every day(answering every call/email). In regard to programs we’ve created – Academy of Cheese, Veni Voyages, Liquid City Cheese Expo – these are the result of a process that starts with an idea. Once you have the idea, then you work backwards to build the foundation. We constantly work & re-work the process until we get to where it needs to be. Sometimes we move on from ideas. We aren’t afraid of what people think. The risk is that people might criticize us and that is ok. Working through a process is never a waste of time.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I have a fun job.  I sell cheese.  In other words, I’m a cheesemonger.  There are lots of creative ways to sell cheese and I mentioned a few in the previous answer.  The most rewarding aspect of my job has been to create opportunities for myself and others beyond standing behind the cheese counter in the shop.  That has been what has kept me engaged and around for so long.

I’m very proud of the success of our corporate cheese tasting events at Venissimo. It was a niche that we targeted for years & we’ve gotten to a point where it brings in consistent business. We have become a leader in this area. We got to this point with persistence & consistency. We created some good systems and grew the program organically, meaning I showed up every day & put my best into each presentation – whether it was for 2 or 200. It was not easy, most people give up thinking they will never get over the proverbial hump. The success has been a result of all of the stuff that is not fun or glamorous.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Beaches, taco trucks, Petco Park. Balboa Park is my favorite part of the city. My favorite neighborhoods are North Park, South Park, East Village, Little Italy. We are a beer town so if my guests were into beer I’d take them on a beer tour – ranging from medium to small – Karl Strauss, AleSmith, Fall, Society, Pure Project are some of my favorites. I would take them to Convoy for Asian cuisine.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My dad has always been a big support. I made a decision to quit my “real job” in sales when I was in my late 20’s and I started working in a cheese shop. Many people in my life were critical of my choice but my dad told me he loved what I was doing. 15 years later he is super proud of what I’ve done in my career.

Website: www.venissimo.com