Welcome to 12 South Carroll Street
On the Capitol Square in Madison, Wisconsin
Coming Up in the Shop
Love, Cheese & Chocolate class
Thurs., Feb. 13, 6:30 p.m.
We’re pairing cheeses with chocolates and talking about why they’re both so good!
Winter Raclette Sandwiches
Starts Jan. 21, 11-close daily
The smell, the taste, the tradition. Get your Swiss on and tray a Raclette sandwich.
Artisan Cheese & Whiskey class
March 20, 6:00 p.m.
It’s a class with J. Henry & Sons Bourbon. Should be a tasty experience!
Seven Reasons to Visit Madison, Wisconsin
blog post, 4/12/2023
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About Us
Our Google Reviews
My experience with ordering products for shipping was quite disappointing. I ordered 7 packages to be delivered to different locations in the U.S. and specifically requested they be sent out on a certain date. However, ALL the packages were sent out one week too early. (I went to the store and ordered the products in person.).
This place is a Madison MUST! I always enjoy stopping by to pick up a specialty cheese, a sandwich, or just a snack. The employees are polite, helpful, and so knowledgable, making an overwhelming choice of cheese seem more manageable. You can try a sample of nearly any cheese to make sure you like it before you buy it too. On Saturdays, they sometimes have cheese makers from creameries come to talk about their cheese while giving our samples.The Luna is my favorite. Beyond cheese, they have an amazing assortment of accompaniments, lots of locally sourced goods, and sandwiches, which are great too! If you want a true Wisconsin cheese experience, this is your place to stop. Couldn't recommend it more.
Great variety you can definitely create the perfect charcuterie board with the massive selection of cheese’s they have. The staff are very nice and knowledgeable.
Workers are so friendly. Make sure to ask for help & sample if you’re unsure. Cheese was so tasty and the variety was great
We got to try 5 or so cheeses- all amazing! The cheesemongers are truly experts and can tell you a lot about the offerings. We managed to get a leek and mushroom cheese all the way back to Seattle after they assured us it would be fine to sit out, and I'm so glad we got to take some!
I walked in the store not sure what to think. I was exploring the store when I was approach by a kind lady who let me sample a cookie. She was so helpful & nice. We told her why we were in town & helped assisted us with finding a cheesemonger in store.Will was great to work with. He asked what our preferences were & let us sample a few cheeses (picture included). He gave a brief summary of each cheese as we tasted them. I love how they encouraged samples! They don’t have a walking cheese tour. But, they make sandwiches and other lunch foods in the store.
Will is the best while he gave us samples he helped my wife deliver our new born
The staff here is super friendly! I came in in the early morning since I had to catch a flight and Will helped me pick out some great cheeses to take home to my family. Highly recommend stopping here if you’re new to the area or need some help picking.
Cool place with knowledgeable staff. The assortment of cheeses is smaller than expected but of no less quality. Definitely a place to check out if you're in the area!
I loved trying the free samples and ended up buying one! They also have a wide variety of other items, which are on the pricier side but perfect for gifting
If I could give this place 10 stars I would. Christy was the kindest, most professional, sweetest cheese coniseur my husband and I have ever encountered (and we’ve encountered many cheese coniseurs). She opened her heart and made us feel very comfortable in her store! Highly recommend
Really convenient spot for anyone visiting Madison. The staff were super friendly and helped me pick out the right cheese to bring back home as gifts.
Great shop...for a true quality cheese selection! See James for his expertise!
Great cheese store!! Was traveling with my family from out of state. The staff member, Will helped identify cheeses our party of 5 would like...he picked well and we left the store with many yummy cheeses to take home.
Stumbling upon Fromagination while exploring Madison was a delightful surprise. The shop is a cheese lover's paradise, with a dizzying array of domestic and international varieties. The cheesemongers were incredibly knowledgeable and enthusiastic, offering expert guidance as I navigated the tempting selection. Their passion for cheese was infectious, making the experience even more enjoyable.
A cheese lovers delight! If you're interested in something specific, ask. My friend was looking for soft cheese and we were able to try a few recommendations from the staff based on what she was looking for. Bonus: plenty of local Wisconsin businesses are also found in the shop to compliment cheese like honey and beer.
If you love cheese, this place is nirvana! Try a sample before buying. You will find the most incredible cheeses on this planet! A fascinating selection of sandwiches made of the finest quality meats, cheeses and breads. New varieties of cheeses arriving regularly.
The staff were all very helpful and attentive, from greeting to offering samples to the final sale. Very professional European-style cheesemonger with many Wisconsin focused products and tasty deli sandwiches. Would love to visit if I'm ever in Madison again. The Val D'aran beef sandwich was amazing. As a New Yorker and upstate cheese lover, traveling through Wisconsin without stopping in at at least one cheese shop would've been a crime.
fun little shop. I love their cheese orphan selection. it’s the perfect amount of cheese to try a bunch
The sandwiches are great, but don't ever decide to wait for them to make one up if they're out of the kind you want. You'll be waiting for a while!
Great selection of quality cheese, but if you are going to have it shipped, beware!We have picked out several cheeses to be shipped twice and both times it gets missed to be shipped. Lost paperwork.If I had not called on both times what would have happened to the cheese box that was sitting there? This is expensive cheese and shipping and would expect better.UpdateThank you for that and I will take you up on it.We came into the store and placed the order in person with the help of a very knowledgeable person. It was not done over the phone.
What an amazing shop! As a huge cheese lover this was literally my paradise. What made it even better was my cheese guide Will being just as enthusiastic as I was. He was a real delight and even curated an amazing little tasting for us! I don’t think you’ll find a better cheese shop than this.
Such a great selection of cheese! The person who helped us was very personable and helpful. We purchased multiple of his recommendations. Next time I'm in Madison I'll be buying more cheese!!
This is definitely a must go to while in Madison! Unique experience and sandwich options are wonderful. If you love cheese this place has what you want. There are also cheese classes held here!
Excellent shop! Friendly and knowledgeable staff, delicious cheeses and snack foods.
This place is great! Lots of cheese available, and they offer free samples, too. The employees are really helpful and enthusiastic, too! 10/10 would recommend
Would definitely recommend this shop! The cheese selection is delicious, & the staff were very knowledgeable about their selection & helpful. 🙂
This place is amazing! Ian was incredible in helping us select cheeses that went with different meats we selected. He made spot on recommendations, was easy to talk with and had a great sense of humor. Ian made the shopping experience pleasurable.The shop had a wonderful selection of meat, cheeses, and other edibles to make your charcuterie boards dazzle.
Stopped in from out of state and Will was super nice! He taught me about different Wisconsin cheeses, let me try some samples, and I had a wonderful time. Will is a rockstar and the cheese was a big hit with my friends that I went to.
Lots of cheese ! Everyone is super friendly and talks about cheese!My second time visit and I got a bag full of cheese and jam both times. Will return for more yummy cheese.
Such a selection! Personalized and friendly service. It's gotta be a Wisconsin best for cheese.
Such an excellent place to shop for cheeses. Been coming here for a decade with my partner from northern IL. It's worth it. Service is always friendly.
Very fun cheese store. Great quality cheeses - plus the cheese mongers are a hoot! I went a little crazy buying cheese but am looking forward to having a little cheese tasting party so that we can try them all side by side. Thanks Fromagination! ❤️
Great selection of cheeses as well as cheese-related merch like books, cheese boards, knives and other fun accompaniments like spreads, crackers and chocolate. Staff is wonderful with providing samples and suggestions. I was buying gifts for my very picky family and they were great at providing many samples, answering all my questions and giving me suggestions. This is a really fun store to buy gifts for others or yourself!
A great place to shop for gifts! In addition to the amazing cheese selection, they also have chocolate, candies, cookies, dried fruit, nuts, syrups, sauces, honey, charcuterie meat, chips, coffee, tea, books and serving plates/boards.The sandwiches they serve daily are fancy and delicious! I highly recommend the 'Signature Sandwich' because French Brie and Cranberry Relish is a killer combination!
The cheese is so good! Staff is very knowledgeable and articulate about what you are tasting. So much to look at and a great place for gifts!
We had cheese and charcuterie platters at our wedding that were absolutely delicious and beautiful! Fromagination is easy to work with, responsive, and helped us make our cocktail hour super special.
Really nice place to go for a huge selection of cheese, charcuterie and spreads
This place is great! The staff was so helpful and offered us samples and suggested cheeses for us. We made a little picnic for ourselves and everything was delicious. They even threw in some coffee cake for free and gave us plates and knives. Excellent service and even better cheese!
Stopped in during a trip to Madison. Very glad we did! Beautiful shop in a beautiful area, with a wonderful selection of cheeses and many other items. Ian was very helpful, and obviously an expert on their products. He guided us through the selection of a number of excellent Wisconsin cheeses. He also recommended an excellent ice cream shop a few blocks away.We live about an hour and a half away from Madison, but we will definitely make the trip more often now that we know about Fromagination!
Good selection of cheeses and merchandise but service was rude and disappointing. Felt like we were a nuisance to staff who was an older lady to ask for a sample of cheese . Ended up buying some cheese . But did not feel good leaving the store .
If I could give 6 stars I would. The staff are helpful, kind and incredibly knowledgeable. The cheese is incredible quality and excellent every time. I cannot think of Madison without thinking of Fromagination.Recently I placed an online order. The cheese came quickly and the box was well packaged, cold and presented well. It was a excellent treat to be able to open the box so quickly after placing my order!Cannot recommend this place enough.
I came to this shop with high expectations to learn more about Wisconsin cheeses. Unfortunately, I didn’t find people working in the store particularly proactive and excited to share the knowledge about the cheeses. Cheese tasting was expensive. We specifically made a stop in Madison to visit this cheese shop. A bit disappointing experience.
Lovely place. Just come here, it’s too much to explain. You’ll love it.
Great cheese selection and fantastic staff! Highly recommend this place.
FANTASTIC shopping experience. Staff were all so knowledgeable about the nuances of the various cheeses and merchandise. I could have spent hours looking at the exciting selection. We sampled and purchased a big bag of goodies. Cannot wait to enjoy these items. I also purchased a nice housewarming gift that they shipped to Chicago for us. When in Madison, this gem is a must to visit. Kudos to the whole staff. Nice job!
Always happy with my experience at Fromagination. Ask the staff questions and for recommendations, because they will not steer you wrong.
Great selection of cheeses, many of which are local and some from around the world as well. Very knowledgeable and friendly cheese mongers. Nice outdoor seating area as well. Highly recommend.
I love how this store is nicely set up like a gift shop. I also like how they have a large selection of specialty cheeses and that they are willing to make custom platters and plates. I enjoy their sandwiches. I feel that this place doesn't accommodate to their customers that wish to dine it. When I went there, there was no place to sit inside. I went outside and people were blowing leaves from the patio area. The outside patio was full of exhaust from the loud leaf blowers. I walked back into the store to let staff know that that wasn't an environment conducive ti enjoying a meal. They failed to take option. My only choice was to walk off and eat somewhere else.
Good selection of cheeses and other items. The staff all seemed knowledgeable and were all friendly. There are cafe stables outside that make for a great spot to eat and drink what can be bought in the store.
Cheese cheese cheese! Be still my heart! Everyone there was so knowledgeable with the intricacies of flavors! Great place to stop. They also have teas, mate and other great things you'll love!Highly recommended
Beautiful location right across the street from the capital. Parking can be a challenge. But it's well worth it. You're greeted at the door given a small exclamation as to how it works. Then you're free to browse which there's plenty to see. Cheese and every cabinet. Every shelf even on top of the cabinets. Cheesemonger is more than happy to cut anything you want to try and then cuts by weight whatever you want to purchase. They do an excellent job directing you towards cheese that you may be familiar with that go by a different name. They also can suggest some of the more popular and or award-winning chesses. We also had the great Wisconsin sandwich, it ruined me for any other salami and cheese sandwich with its flavorful bread and balsamic spread.
One of, if not the best shops in Madison. They got amazing products from honey, cured meat, pickles, to cheese. They also make very yummy sandwiches. Oo, the staff here are also SSS+ tier, super knowledgeable and cool and nice. A defo reccomend.
Amazing selection of wonderful cheeses. They have sheep and goad cheeses too, and mixed. Kinda expensive but at least I can taste what I get for the money! Be advised their kitchen closes at 3 so not too much selection afterwards. But it's better to just buy some cheese and get bread at a bakery and go sit by the lake.
My fiancé and I are big travelers- we’ve been all over the country. Fromagination is one of the best little shops we’ve ever come across. I visited here many years ago, and recently came back- I was just as impressed this time around as I was then. We happily drove away with a refrigerator stocked with some cheese and the finest selection of chocolates you’ll ever have in our pantry. Charlie, I believe was the name of the person who helped us, and he was absolutely amazing. He picked put his personal favorite selections and we can need up buying two of them! He made excellent recommendations and I was so pleased to find that the quality of care and customer service in this store has endured over the years. We will be going out of our way every time we travel through Madison to revisit this store!
Charlie went above & beyond helping me (a tourist from NH) find & sample yummy cheeses to bring home to my family. Will definitely be back in the future. ☺️
Delicious sandwiches and salads. Their salads in particular are less expensive and better composed than those you can get at Ian's, my previous go-to for greens on the square. Guys behind the counter were attentive and kind.
This shop blew us away! Staff were very friendly and informative. They have little cheese orphans you can pick out and play cheese roulette with to try different cheese. Loved the morel mushroom cheese. 🧀
I ordered Fromagination for a group of ~12 people to take out on the lake. We rented the Pontoon Porch as part of my wedding weekend. I could not have been happier with the quality of food, the packaging, taste, etc. Everyone in my group was impressed. The cheese and meat board may seem a bit pricey, but it was worth it! Easy to order and pick up as well. Thank you, Fromagination!
Heather was a gem. She was so great. She had mentioned that she was semi fresh to the store and she was learning, but man did she reach us!! We tried several samples per her request as she tried to hone in on my taste pallet. With detailed questions and thoughtful listening she was able to find me some really great cheese. The shop itself was amazing and the cheese stands on its own any day. But the level and quality of service Heather provided is what stands out the most in my mind!!Great cheese. Great people. Great service.
A great shop for any sort of cheese you can think of. The staff is incredibly helpful and kind. We stopped there right when they opened, and I was helped immediately. The shop itself has a large variety of meats, cheeses, and so much more. Enjoyed our time here and will be cementing the status of regular customers!
All things CHEESE and many other related comestibles! Very friendly and personable cheesemongers let you sample before you buy. Step inside from the heat to the cool (gotta keep the fromage fresh!) yet cozy interior and discover the delectable wares and interesting decor, from the old clocks salvaged from the remodeling of the State Capitol across the street, to the slow belt-driven ceiling fans. Shopping here is a nice little mini-adventure!
The Carr Valley Woolly Elsie Aged Cheddar cheese is divine! (also pricey!) Really nice service too.
Nice frontage shop with great and warm service!!also serve chocolate, crackers, alcohols, salads and sandwiches.A go-to place around Capitol.The first pic is about the tips for matching combo for cheese.
Great selection of cheese, plus all kinds of fun snacks, cheeseboard items, cocktail ingredients, souvenirs... And sandwiches! The staff are really friendly, engaging, and knowledgeable. Definitely make a point of dropping in when you're in the area.
Amazing staff and selection of cheeses. They gave out plenty of samples and were very engaged as to what our personal preferences were. Thoroughly explained the process of how each cheese was made. You can purchase and have shipped home if you are not local!
Very cute, well curated shop with a large selection of cheese and other charcuterie board additions. The employee who helped me recommended Afterglow from Blakesville Creamery and it was delicious. Highly recommend checking this place out!
Wonderful staff who were passionate about their work- so fun to learn about the unique cheeses they offer! Lots of other gourmet food items- we enjoyed somecandy and chocolate bars as well! Highly recommend a stop!
Great shop with lots of cool stuff. Cheese, sausage, nuts and more. Really good sandwiches. And the help was most accommodating!
It was awesome. I really should have gotten the name of the woman helping us. She asked what kind of cheeses I liked and what kind I wanted to try. As soon as I said I like goat cheese and want to try sheep milk cheese she quickly had suggestions and gave me samples of all the sheep and goat cheeses. I bought the truffle sheep cheese. I normally wouldn't spend $17.50 on half a pound of cheese but because of the customer service and how amazing that cheese was I was happy to hand over my money. Honestly when I saw you can get gift cards I thought I should tell people that's what I want for birthday and Christmas.
We went while visiting Madison thinking it was just a cheese shop. Holy cow, goat, and sheep. It's so much more than that. The tea selection alone we walked out with three loose leafs. And the team there loves sharing the knowledge on all of their product. It's so amazing to see all the local companies and the team helping pair what all would go well. (Even though it's all so delicious you could mix and match so many ways!) They even have sandwiches that we were upset we ate before coming because they looked phenomenal. This will definitely be a place we visit each time we come into town. Whether you're picking up just a cheese, a gift, or want it all, they have it and it's all local and high quality.
This is the closest thing to a European-style cheese and meat shop that you'll find in Wisconsin. Their sandwiches are the absolute best, however, the kitchen has been closing as early as 2:30 PM during the pandemic.Awesome little shop!
I have a regular order for catering delivery. The customer service here is excellent. Often, delivery drivers call when they are arriving so I know they're here. They also are very responsive when I have concerns. After my 13th order over 2 months, I had one order that was late. When I called to check and see what was going on, they responded instantly and helped track down the order(during busy lunch hour, no less). The folks on the phone were very apologetic and helpful. Things happen, that's life; they made me feel like I was important to them as a customer. Thank you!
In you live in Madison or are only visiting, this is a must stop. The selection of Wisconsin cheeses is incredible, and we're not talking the mass produced stuff. The staff is extremely knowledgeable, super friendly, and you can taste just about everything before buying. (Try the Marieka Smoked Gouda from Holland Family Farms, you will not be disappointed.)
Fromagination is probably the best cheese shop I have visited. Their staff is very knowledgeable and they are always great about suggesting one or five different cheeses which all end up being wonderful. All of their cheese comes from local farmers and I always am happy to support buying local. I stop in everytime I am in Madison and if you are also heading to Madison WI, please put them on your list of places to go; you won't be disappointed. If you aren't heading to Madison any time soon but want some really delicious cheese from local farmers; they also ship to their surrounding states. 🙂
Friendly staff who are helpful and passionate about cheese. I asked for recommendations for an adventurous cheese plate and Ian was a huge help explaining his choices and cutting appropriate sizes. I wish I had this place back at home. If I discovered it earlier I’d have gone twice during my trip. Thanks Ian!
Amazing shop with a huge selection of local cheese, plus lots of delightful things to accompany it - crackers, jam, tea and other things. I bought a bunch of little cheese "ends" so I can try a variety of things. The employees of the store are super friendly and will provide recommendations if you want.
Awesome store with amazing selection. Staff is super helpful. They also do monthly cheese packages shipped all over the country so you can share wisconsins finest with your friends and family.
Extremely knowledgeable and friendly staff. Their recommendations were great, and when we hit a sample that we weren't blown away by there was a question of preference and a course correction to another in the style that was closer to our palate. Would recommend to anyone in the area or just passing through.
Very good choices for the cheese lovers ! The varieties come from local and in and around the area !Very friendly staff who pay personal attention to each customer.The display is very attractive and labeled well. The staff explains the origins, aroma and flavors. Also, provide the tasting of a choice, if asked for!Also, has a choice of exotic chocolates!Located in the middle of downtown.
Great selection and they make cute gift baskets. They spent lots of time with us and helped us design the perfect cheese basket for my future in-laws. I really appreciate the time and care that they put into helping us.I highly recommend this store if you are in need of a good cheese or a good souvenir if you're traveling from out of town.
Every time I visit I'm greeted kindly and waited on patiently. The staff is VERY knowledgeable and seem to enjoy their jobs as well as helping me find what I want. They're taking precautions to protect staff and customers and I feel safe shopping even in the small store. I highly recommend "adopting cheese orphans", which is buying the left over wedges of cheese from previous orders. This is a great way to try a bunch of cheese without adding to waste!
Delicious cheese that make great gifts! Staff were incredibly helpful and patient with helping us find the right cheeses for our palettes, explaining their different flavor profiles. They also offer shipping to much of the country. Hope to go back soon!!
Lovely cheese shop that a friend recommended to me. We went by to grab sandwiches and got a bunch of other goodies. For sandwiches, I wish they had a couple more for vegetarians. But they said they could take meat off any sandwich and were down to swap the vegan cheese on one sandwich to a regular cheese for me, so that was great.Also got three cheeses - a spicy cheese with habanero and tequila, a goat cheese called afterglow, and a goat/sheep/cow milk cheddar aged two years. All were delicious.Would definitely recommend.
I was in Madison while on vacation from Indiana. We were passing through Wisconsin and we knew we had to get some cheese somewhere! Conveniently located next to the state capitol building (another place we wanted to see on our visit to Madison), Fromagination offers amazing some cheese and crackers! I believe we got the Colby with the Parmesan crackers. It was delicious! My family and I ate it while we drove through the Wisconsin countryside on our way to Minnesota. We also picked up a cheese cutting knife at Fromagination which doubles as both a nice souvenir of our stop in Madison and a high quality cheese knife in its own right! Overall, we were very impressed with Fromagination! If you’re passing through Madison and want some authentic Wisconsin cheese, come to Fromagination. You won’t be disappointed!
This is the second time I’ve come to Fromagination to buy a gift for someone. The associates are always very friendly and ready to help you pick out exactly what you’re looking for. They even took the time to educate me on how some different cheeses are made! I have left both times feeling excited to share my gift and also happy to try what I bought for myself! They have a great selection and quality of cheeses and foods!
We bought two types of recommended cheese from the extra pieces section along with rosemary and parmesan crackers. One cheese was supposed to taste like a mineral cave and it definitely did; it was like licking a rock. The other was bland. But the crackers were nice and the store was cute!
Fromagination on the Big Ten Network, 2021
Fromagination in the News
The Best Cheese Shop in Madison – March 2024
Top Weekend Getaways from Chicago – June 2022
Best Venues with Authentic Wisconsin Cheese – June 2022
There’s a Cheese Haven Hiding in Wisconsin – May 2022
Serving Sensational Sammies – May 2022
23 Top Things to Do in Wisconsin – May 2022
Cheese Professor: Making Cheese Dip – Feb. 2022
Formaticum: A Proud Wisconsin Cheese Shop – Jan. 2022
WFMZ TV-69 Building a Charcuterie Board – Dec. 2021
Cheese Professor: Cheese Shops We Love – Nov. 2021
tripsavvy: Top 12 Things To Do In Madison – Aug. 2021
Capital Times 21st Century Cheese Shop – Feb. 2019
Midwest Living: Food & Drink – Nov/Dec 2017
Lonely Planet Traveller: #4 Madison – Sept. 2017
Cheese Market News: Cheese Wheel Cakes – June 2015
Cheese Market News: Fromagination’s Online Focus – May 2014
Fromagination Reviews
