Inspired by the traditional fromageries found all over France, Peter Rich opened the first Jeroboams shop in London’s South Kensington in 1985. This shop sold a wide variety of cheeses, each sourced from farms and cheesemakers across Europe, which were individually matured by the Affineur and brought to perfection by expert staff before reaching the customer. While the emphasis was initially on cheese, Jeroboams also stocked a range of speciality foods including charcuterie, oils and foie gras. Most importantly, Jeroboams also stocked a wide selection of fine wines and champagnes. In 2005 Jeroboams was awarded the title 'Greater London Wine Merchant of the Year 2005' followed by the even more significant 'Regional Chain of the Year 2006' at the prestigious annual International Wine Challenge awards.
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