From Roses to Rind: Cheese Becomes the New Language of Love

MADISON, WI – January 20, 2026 – This Valentine’s Day, the path to someone’s heart may be paved not with chocolates, but with cheese. A new survey suggests a significant portion of Americans are growing weary of traditional romantic gestures, signaling a cultural shift toward more personal and savory expressions of affection. In a bold move to capture this evolving sentiment, Wisconsin Cheese today launched a gourmet "cheese bouquet," betting that a wedge of aged cheddar can be more compelling than a dozen red roses.

The research, conducted by Wakefield Research for Wisconsin Cheese, found that nearly two-thirds of Americans (62%) are tired of conventional Valentine’s gifts like flowers and candy. More strikingly, 66% of respondents claimed that cheese is their "love language," and 64% stated they would happily trade a bouquet of roses for an assortment of artisanal cheese. These findings point to a burgeoning desire for gifts that are not only indulgent but also shareable and experiential.

The Savory Shift in Holiday Gifting

The preference for cheese over chocolate is more than a quirky statistic; it's a reflection of broader trends reshaping the multi-billion-dollar gifting industry. Consumers, particularly younger demographics, are increasingly seeking "affordable luxuries" and "practical romance"—gifts that feel special and indulgent without the hefty price tag of traditional luxury goods like jewelry. The global food gifting market, valued at over $34 billion, is projected to grow by more than 5% annually through 2035, driven by this demand for unique and curated culinary experiences.

This movement favors personalization and shared moments over passive consumption. A box of chocolates is often a solitary treat, but a curated board of cheeses invites connection, conversation, and discovery. This aligns with a growing consumer preference for experience-driven gifts. Industry analysts note a pivot away from tangible "things" toward gifts that create memories, a category where gourmet food excels. With e-commerce platforms now accounting for over 60% of food gift sales, the convenience of ordering a sophisticated, shareable experience directly to a loved one's door has never been greater.

The trend also embraces a savory palate, offering an alternative to the sugar-laden landscape of most holidays. From beef jerky "flower" bouquets to gourmet charcuterie kits, the market is responding to a desire for memorable flavors that go beyond sweets. Wisconsin's initiative strategically places premium cheese at the forefront of this savory revolution.

A Curated Case Study in Marketing

In response to these shifting tides, Wisconsin Cheese has unveiled its 'Wedges of Love' collection. Launched on National Cheese Lovers Day, the offering is a masterclass in product elevation. Priced at $100, the box features nine different artisan Wisconsin cheeses artfully arranged to resemble a floral bouquet, complete with four stainless steel cheese knives and a personalized poem. The campaign is a direct attempt to reposition cheese as a high-end, gift-worthy item.

"Designed to rival the drama of flowers and the indulgence of fine chocolate, Wedges of Love celebrates Wisconsin’s unmatched cheesemaking heritage, obsessive craftsmanship, and unapologetic love for doing cheese better than anywhere else on earth,” said Suzanne Fanning, Chief Marketing Officer for Wisconsin Cheese, in the company's announcement.

This isn't the organization's first foray into Valentine's marketing. A 2022 campaign that gave away 500 heart-shaped boxes of cheese garnered over 20,000 entries and national media attention, demonstrating a pre-existing appetite for cheese as a romantic gift. The 'Wedges of Love' campaign builds on that success, moving from a promotional giveaway to a premium, direct-to-consumer product. By presenting the cheese in keepsake packaging and framing it as a complete experience, the brand is tapping into the powerful market for curated gift boxes that has been dominated by companies like Harry & David and Goldbelly.

The Craftsmanship Behind the 'Bouquet'

Beyond the clever marketing lies a deep-rooted tradition of quality. The 'Wedges of Love' box is not just an assortment of cheeses; it's a showcase of Wisconsin's 185-year-old cheesemaking legacy. The state is home to over 1,200 licensed cheesemakers, and it is the only place in the United States that requires a license to make cheese and offers a rigorous Master Cheesemaker certification program.

The selection itself reads like a who's who of American artisan cheese. It includes celebrated varieties like Uplands Cheese Company's Pleasant Ridge Reserve, a multiple Best of Show winner at the American Cheese Society's competition, and Sartori's SarVecchio, a parmesan-style cheese aged for at least 20 months. The collection also features unique flavor profiles, such as the Cranberry Chipotle Cheddar from Carr Valley Cheese Company and the Fenugreek Gouda from Marieke Gouda, highlighting the innovation that coexists with tradition in the state.

Each cheese tells a story of its creamery, from the blue-veined Dunbarton Blue by Roelli Cheese Haus to the Alpine-style Grand Cru Reserve from Roth Cheese. This focus on provenance and craft transforms the gift from a simple food item into a narrative of American artisanship, appealing to consumers who value authenticity and the story behind their products.

Economic Ripples in America's Dairyland

This Valentine's campaign carries significance that extends far beyond romance. The dairy industry is the powerhouse of Wisconsin's economy, contributing an estimated $52.8 billion annually and supporting over 120,000 jobs. With nearly 90% of the state's milk being used for cheesemaking, the health and perception of the cheese industry are vital to the state's economic well-being.

Initiatives like 'Wedges of Love' are part of a broader strategy to increase the value of Wisconsin's primary agricultural product. By successfully positioning its cheese in the premium and luxury gift market, the state can command higher prices and build brand equity that benefits the entire supply chain—from the dairy farmer to the affineur. As 90% of Wisconsin's cheese is sold outside its borders, strengthening its national reputation as a producer of world-class, gift-worthy cheese is crucial for long-term growth.

By transforming a block of cheese into a symbol of love and luxury, Wisconsin is not just selling a product; it is marketing its identity and securing the future of its most iconic industry. This move demonstrates how a traditional agricultural sector can innovate to meet modern consumer demands, ensuring that the legacy of America's Dairyland continues to thrive in a competitive global market.