Adam Moskowitz — The Way of the Cheesemonger (EP.291)
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
This episode features Adam Moskowitz, the self-proclaimed "King of Cheese," sharing his remarkable journey from failed rapper to recovering addict to one of the most influential figures in the artisan cheese world. (01:00) Adam reveals how cheese quite literally saved his life and became his North Star when he found himself rudderless at 32. (02:26) The conversation explores his creation of "A Cheese Course," a groundbreaking interview show that pairs meaningful conversations with artisanal cheese presentations, and his recent documentary film that challenged industry gatekeepers. (14:00)
- Main themes include the transformative power of passion, betting on yourself against gatekeepers, the intersection of art and food, and how authentic creativity can build communities and change lives.
Speakers
Adam Moskowitz
Adam Moskowitz is the "King of Cheese" and a prominent figure in the artisan cheese industry. He's the founder of multiple cheese-related businesses including a warehouse, import company, and event business, all launched between 2007-2010. Adam is also the creator and host of "A Cheese Course," an innovative interview show that combines meaningful conversations with artisanal cheese presentations, and recently co-produced a documentary film about competitive cheese mongering.
Jim O'Shaughnessy
Jim O'Shaughnessy is the host of Infinite Loops podcast and a former asset management executive. He's known for his investment philosophy of having an "infinite time horizon" and his support of creative, unconventional projects that challenge traditional gatekeepers in media and business.
Key Takeaways
Find Your North Star Through Passion
Adam's life was completely transformed when he discovered cheese at age 32, after his rap career failed and he was struggling with addiction. (02:26) Working at Essex Food Market as a cheese salesperson gave him not just purpose, but quite literally saved his life by providing direction when he was "rudderless." The key insight here is that sometimes our greatest passion isn't what we initially planned - it's what finds us when we're open to new experiences. Adam's transformation from a burnt-out internet entrepreneur to the "King of Cheese" demonstrates how following genuine passion can create an entirely new trajectory for your life and career.
Bet on Yourself When Gatekeepers Say No
Adam risked everything, including betting his house, to create his documentary when traditional entertainment industry gatekeepers repeatedly told him his vision was too niche, not "Olive Garden-y enough," or that cheese was too narrow a topic. (52:27) Rather than accepting their limitations, Adam partnered with filmmaker Sarah Jablonski and self-funded the project for $600,000, putting up half the budget himself. (59:00) This demonstrates that when you truly believe in your vision and have proven your expertise, sometimes the only path forward is to bypass traditional systems entirely and create your own opportunity.
Cognitive Diversity Drives Innovation
Adam emphasizes that the most interesting conversations and breakthrough ideas come from bringing together passionate people from different fields rather than creating echo chambers. (21:21) He specifically mentions preferring to have "two passionate people where this guy's really interested in AI and this guy's really interested in cheese" because those cross-pollination conversations yield the most valuable insights. This principle applies whether you're building a team, choosing collaborators, or even just deciding who to have dinner with - seek out people who share your passion for excellence but approach it from completely different angles.
Quality Content Finds Its Audience
Despite industry experts claiming there was no audience for high-production, long-form content about cheese, Adam's "A Cheese Course" has proven that niche, quality content can build a dedicated following. (30:40) He demonstrated that you can create professional-level content at a fraction of traditional costs while maintaining thoughtful editing and color saturation that matters. The key insight is that in today's democratized distribution landscape, there's an audience for almost any well-executed, authentic content - you just need to prove it exists rather than asking permission from gatekeepers first.
Adopt an Infinite Time Horizon
Jim shares the story of a 70-year-old client who, when presented with conservative investment options, pointed to pictures of his kids, grandkids, and great-grandkids and declared "my time horizon is infinite." (70:07) This philosophy, which became the name of Jim's podcast, fundamentally changes how you approach decisions, setbacks, and opportunities. Instead of being derailed by short-term failures or quarterly results, thinking with an infinite time horizon allows you to weather storms, take calculated risks, and build something meaningful that transcends your own lifetime.
Statistics & Facts
- Adam launched four different cheese-related businesses in rapid succession: a cheese warehouse (2007), a sister company in France (2008), an import company (2009), and an event business (2010). (03:16) This demonstrates his strategic approach to building concentric business circles rather than "chasing butterflies."
- American cheese won at the World Cheese Awards within the last four years, and the US recently took the world championship title for cheese mongering for the first time ever. (13:34) This challenges European assumptions about American cheese quality.
- The traditional entertainment industry initially quoted Adam $1.5 million to make his documentary, but he and his partner ultimately created it for $600,000, with Adam personally funding half the budget. (58:36)
