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WHEN WEST DES MOINES, Iowa-based Hy-Vee opened its first location in Wisconsin two years ago, the company knew the store would need a great cheese program. And, store officials have found that monthly cheese club events have been a great way to educate customers and build buzz around the category.

Hy-Vee has added chefs in many of its stores, noted Ruth Comer, assistant vice president, media relations, and these chefs, as well as local cheese makers, address members of newly for

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