Venissimo Cheese

San Diego, CA

Venissimo Cheese was founded by Gina & Roger Freize in San Diego in 2003. But it almost never opened!   The owner of the retail space we wanted was not interested in splitting the large space, nor leasing a little wedgie to an unknown business in an unknown industry (who wants to buy just cheese)? After spending months calling & faxing reasons to let Venissimo in, Gina overheard that the owner would be at the site on a certain day. So she snuck in with a cheese plate to let the product speak for itself. Needless to say, the owner was convinced & agreed to the deal the very next day.  Venissimo Mission Hills opened its doors on January 17, 2004, with about 50 cheeses on its shelves.  Roughly three years later, Venissimo opened its second location in Del Mar. Its downtown location – complete with an Academy of Cheese (AoC) – opened in The Headquarters in November 2013. In 2014, we opened a satellite location in North Park inside Bottlecraft Beer Shop. Most recently, we have joined the group of artisans in the vibrant Liberty Public Market in Liberty Station. To date, we’ve had almost 2000 cheeses on our shelves.

Our mission is to do for cheese what Starbucks® did for coffee! “Someday, camembert will be as well-known as cappuccino,” says Cheese Wiz Gina. We will do this by sharing the goodness & glory of cheese. Literally – when you visit the shop, you can taste anything you like. Friendly cheesemongers & descriptive receipts (complete with pronunciations, country of origin, milk type & more) aim to take the intimidation out of artisinal cheese shopping.  We offer a flexible wholesale program to restaurants, caterers & other gourmet professionals, with no minimums & staff training available. Get what you need when you need it. Contact the manager at any of our neighborhood shops to learn more.


Mission Hills (shop location & company mailing address): 754 West Washington, San Diego 92103
Del Mar: 2650 Via de la Valle, Del Mar 92014
North Park: 3007 University Avenue, San Diego 92104
San Diego Downtown: 789 West Harbor Drive, San Diego 92101
Liberty Station: 2820 Historic Decatur Road, San Diego, 92106