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When countries began locking down communities to prevent spread of covid-19, shoppers rushed for shelf-stable food items to fill their pantries, putting off purchases of artisanal products like farmhouse cheese. Enter: The British Cheese Weekender, which raised awareness about the struggles facing the industry. By making the problem known, locked-down consumers rushed to cheesemakers’ aid by buying up at-home fondue kits or specialty Save British Cheese boxes. But what does all this tell us about the need for innovation across the supply chain? And can these specialty makers weather the covid-19 storm?