By Alana Pedalino
November 2, 2026
From: Entertaining 2026
The holiday season of 2026 approaches, beckoning with promises of warmth, conviviality, and, for many, the delightful challenge of hosting. As families and friends gather, the art of entertaining takes center stage, and at its heart often lies a meticulously curated cheese board. Far more than a mere appetizer, cheese can be the centerpiece, a conversation starter, and a journey through flavors and traditions. To help hosts navigate the intricate world of artisanal dairy, culture magazine sought the wisdom of three esteemed cheese professionals: Andrea Machuca-Kirkland of The Culinary Underground in Los Angeles, Bill Reed of Pedestrian Wine & Cheese in Chattanooga, Tennessee, and Megan Vaughan of Vaughan Cheese Counter & Bar in North Beach, Maryland. These experts, each with a unique approach to their craft, converge on a shared philosophy: the essence of hospitality, elevated by exceptional cheese.
Main Facts: The Core of Culinary Generosity
At the nexus of culinary expertise and genuine warmth, these three professionals offer a masterclass in holiday hosting. Their collective wisdom underscores that successful entertaining transcends mere recipes, delving into the realms of thoughtful planning, empathetic engagement, and the strategic selection of high-quality ingredients. For Andrea Machuca-Kirkland, the secret lies in meticulous foresight and an unpretentious approach to introducing guests to new flavors. Bill Reed champions hospitality as an act of seeing and valuing each individual, a principle he extends even to pioneering in-house cheesemaking as a means of connection. Meanwhile, Megan Vaughan emphasizes the power of storytelling through direct farm relationships and the crucial business agility learned through recent global challenges, all while ensuring every guest feels genuinely welcomed. Together, their insights form a comprehensive guide for transforming holiday gatherings into truly memorable experiences, with cheese serving as a delicious, unifying thread.
Chronology of Expertise: A Deep Dive into Professional Philosophies
The journey to becoming a seasoned host, or a successful cheese purveyor, is often built upon years of hands-on experience and a refined understanding of human connection. Our experts’ paths, while distinct, reveal a chronological development of principles that culminate in their current, highly effective approaches to hospitality and cheese.
Andrea Machuca-Kirkland: The Architect of Memorable Gatherings
Andrea Machuca-Kirkland, the creative force behind The Culinary Underground in Los Angeles, brings a wealth of event-hosting experience to the table. Her philosophy is deeply rooted in proactive planning and a guest-centric approach, refined over countless successful events.
Strategic Planning and Seasonal Sourcing:
Machuca-Kirkland’s first, and perhaps most critical, piece of advice is to "plan out a month in advance—even two months in advance." This forward-thinking strategy is not merely about logistics; it’s about creating a buffer that allows for creativity, problem-solving, and ultimately, a more relaxed host. By planning early, hosts can secure unique ingredients, coordinate with suppliers, and design a menu that truly reflects the celebratory spirit of the season without last-minute stress.
This meticulous planning extends to ingredient selection. Machuca-Kirkland advocates for "always reach[ing] for seasonal ingredients that are abundant at the farmers’ market, then plan your menu from there." This approach ensures peak freshness, supports local agriculture, and infuses the menu with flavors that naturally align with the time of year. For the holidays, this might mean incorporating squash, apples, pomegranates, or cranberries, allowing the natural bounty to dictate and elevate the culinary offerings. Such seasonality not only enhances taste but also provides a vibrant palette of colors and textures for presentation.
The Art of Inviting Hospitality:
Beyond the plate, Machuca-Kirkland stresses the paramount importance of building community. "Make guests feel like they’re home and welcome," she advises. This ethos of genuine warmth and inclusivity transforms an event from a mere gathering into a true experience. "Once they feel welcome and they love what’s being offered on a plate, they will continually come back," she notes, highlighting the long-term loyalty fostered by authentic hospitality. This approach is about creating an atmosphere where comfort and belonging reign supreme, making every guest feel valued and at ease.
Hospitality, for Machuca-Kirkland, also means being "inviting and unpretentious to get people to eat more cheese." This democratic approach challenges the often-intimidating aura surrounding artisanal cheeses. She recounts instances of turning "grouchy looks into a smile," demonstrating a resilient and empathetic customer service mindset. This suggests that even when faced with initial reluctance or skepticism, a host’s genuine enthusiasm and welcoming demeanor can transform a guest’s perception, leading them to discover new culinary delights. It’s a testament to the power of human connection in the world of food.
Demystifying Blue Cheese:
A common hurdle for many hosts is introducing guests to the often-polarizing world of blue cheese. Machuca-Kirkland offers brilliant, accessible tactics. "A great entryway cheese would be Rogue River Blue, especially around the holidays," she suggests. Her technique involves connecting the unfamiliar to the familiar: "Do you like whiskey? Do you like brown butter? Vanilla sugar cookies?" If guests respond affirmatively, they are already primed to appreciate the complex, sweet, and savory notes inherent in this celebrated cheese. This method, leveraging sensory memory, skillfully bridges the gap between apprehension and enjoyment.
She further recommends starting with "an unctuous blue" like Cambozola, known for its creamy, mild profile, which has led to "a lot of transformations" among hesitant tasters. From there, guests can progress to Saint Agur, a slightly sharper but still approachable blue, before venturing into the more robust territory of Stilton. This graduated approach allows palates to adapt and develop an appreciation for the diverse spectrum of blue cheeses.
Showstopping Centerpiece Cheeses:
For a truly memorable holiday spread, Machuca-Kirkland recommends specific cheeses that shine as centerpieces, chosen for their versatility and unique flavor profiles.
- OG Goat: A delicate goat gouda, this cheese offers intriguing notes of butterscotch, reminiscent of Mexican cajeta (cooked caramel). Its versatility allows for both sweet and savory applications. Machuca-Kirkland suggests shaving it onto "thin-sliced butter crostini" with "sweet and hot pickled peppers" for a savory kick, or pairing it with "strawberry fennel jam" for a sweet contrast. This demonstrates how a single cheese can anchor multiple flavor experiences.
- Blakesville’s Linedeline with Homemade Aleppo Pumpkin Butter: This pairing exemplifies Machuca-Kirkland’s innovative spirit. She describes making the pumpkin butter from "Kabocha Japanese pumpkins," which are "very fleshy" and become "buttery" when cooked. Infused with brown sugar, various spices, and Aleppo peppers, cooked "low and slow for about an hour," it achieves a "velvety" texture. The rich, slightly spicy pumpkin butter provides a stunning counterpoint to the cheese, creating a harmonious and sophisticated bite.
- Mimolette with Curried Pistachios: This combination offers a delightful interplay of textures and flavors. The sweet, nutty notes of mimolette, a firm, aged French cheese with a distinct orange hue, find a savory and aromatic partner in curried pistachios. The unexpected spice of the curry elevates the familiar nut, creating a dynamic pairing that tantalizes the palate.
Bill Reed: The Artisan of Connection in Chattanooga
Bill Reed, proprietor of Pedestrian Wine & Cheese in Chattanooga, Tennessee, embodies a philosophy of hospitality centered on active engagement and a pioneering spirit in the local food scene. His business model uniquely integrates traditional retail with hands-on production, forging deep connections within his community.
Hospitality as Recognition:
For Reed, hospitality is fundamentally about creating an experience "where someone is seen." This goes beyond polite service; it’s about acknowledging an individual’s presence, understanding their needs, and making them feel genuinely valued. "If you can nail that in some way during the time that you have to connect with them, they feel comfortable, they feel safe, and everything else will fall into place," he asserts. This perspective highlights the psychological comfort that underpins a truly hospitable environment, where guests feel secure enough to explore and enjoy.
The "ethos of the shop is to be hospitable first and then see how much customers want to learn," Reed explains. In a niche market like a "small wine and cheese shop," distinguishing oneself is paramount. Reed understands that exceptional hospitality is not just a nicety but a critical business differentiator. It cultivates a loyal customer base that perceives the shop as a welcoming haven rather than just a transactional space. "Hospitality is how you make [customers] feel," he concludes, encapsulating the emotional core of his business.
Pioneering In-House Cheesemaking:
What truly sets Pedestrian Wine & Cheese apart is its groundbreaking approach to cheesemaking. "We are the first shop [in Tennessee] that sells liquor, wine, and beer to have an agriculture license and kitchen," Reed proudly states. This unprecedented integration allows them to transform local whole milk into fresh cheeses like ricotta, mozzarella, stracciatella, and burrata right on the premises. Reed’s journey into cheesemaking began at a butcher in Brooklyn, a testament to his dedication to mastering the craft. He now shares this knowledge through workshops, teaching customers how to replicate the process at home, thus fostering a deeper appreciation for the product.
This innovative model has yielded significant success and community engagement. "A lot of our events are focused on cheesemaking," Reed notes. Their presence at farmers’ markets is a testament to the popularity of their fresh offerings, with mozzarella and ricotta consistently selling out "within three hours." The shop also features a "cheese club," offering members exclusive access to their in-house creations.
The path to this unique setup wasn’t without its challenges. Reed recalls regulators "scratching their head" at the notion of a liquor store seeking an agriculture license to make cheese. However, his vision extended beyond conventional retail. The cheesemaking aspect serves as "an extra that makes our shop a little different than most." It provides a "connective thread" that allows them to engage with the community in diverse settings. For instance, at a farmers’ market where wine sales are restricted, "I can bring cheese and then talk to people about wine after." This strategic integration broadens their reach, builds brand recognition, and creates multiple touchpoints for customer interaction, proving that innovation can be a powerful engine for growth and community building.
Megan Vaughan: The Storyteller of North Beach Cheese
Megan Vaughan, owner of Vaughan Cheese Counter & Bar in North Beach, Maryland, exemplifies a modern approach to the cheese business, blending deep product knowledge with astute business acumen and a profound commitment to customer experience. Her background, including a stint at the legendary Eleven Madison Park, underpins her sophisticated understanding of hospitality.
Direct Relationships and Storytelling:
Vaughan’s business thrives on direct engagement with the source. "I work with all of the farms directly, so I get to know them and tell their stories to my customers through the cheese," she explains. This commitment to ethical sourcing and transparency is central to her brand. By forging personal relationships with farmers, Vaughan not only ensures the quality of her product but also enriches the customer experience with narratives of provenance, craftsmanship, and the dedication behind each wedge of cheese. Her counter boasts an impressive selection of "between 75 and 95 cheeses that rotate seasonally—all US cheeses, with just a few exceptions," highlighting her focus on supporting domestic producers.
This storytelling approach extends to every customer interaction. When shipping cheese, Vaughan includes "a handwritten card from me thanking them for their order, plus an index card full of descriptions of every cheese in that box." These cards provide details on the cheese’s name, taste profile, origin, and a "fun fact about it." This personalized, educational touch transforms a simple purchase into an engaging journey, deepening the customer’s appreciation and fostering a sense of connection with both the product and the purveyor.
Business Resilience Through Diversification:
The COVID-19 pandemic served as a stark lesson in adaptability for businesses worldwide, and Vaughan Cheese Counter & Bar was no exception. Vaughan designed her business with resilience in mind, aiming for a "COVID-proof" model where "if any one thing got decimated, the business could continue running." This foresight led to significant diversification, including a revamped "online retail post-COVID" and the development of various "classes."
Her philosophy is clear: "It’s really important that as we are looking down the throat of massive change industry-wide, that nothing can feel too precious." This entrepreneurial mindset embraces agility, recognizing that the ability "to change on a dime" is crucial for survival and growth. She observes this adaptability among her farm partners as well, underscoring that "to be a smart businessperson, you need to have a diverse set of what you do. And it also makes it more fun." This strategic diversification not only safeguards the business but also injects creative energy, ensuring continuous evolution and engagement.
Culinary Background and Inclusive Hospitality:
Vaughan’s extensive culinary background, particularly her experience running service at Eleven Madison Park, profoundly shapes her approach to hospitality. She learned "how to be efficient and what hospitality feels like" in high-pressure, high-excellence environments. However, she applies these lessons with a crucial distinction: making cheese accessible.
"One thing that’s really important to me is that people never feel like they’re not special or fancy enough to appreciate cheese," she emphasizes. This addresses a common barrier in the gourmet food world, where the sheer volume and variety of options can be "overwhelming to walk into this space and be greeted with a wall of 90 cheeses." Her culinary and hospitality background provides "the foundation of pure joy of having someone walk in, getting to take care of them, and making them feel welcome."
This commitment to genuine, inclusive hospitality has become a hallmark of her business. "I think that’s a thing that has set my business apart in the community—that people know us for providing genuine hospitality," Vaughan states. Ultimately, her philosophy distills down to a universal human need: "In the end, people want to feel heard and seen and loved and cared for and important. That’s the same everywhere." This profound insight guides every interaction, ensuring that Vaughan Cheese Counter & Bar is not just a place to buy cheese, but a place where every person feels acknowledged and celebrated.
Supporting Data: The Practical Application of Wisdom
The advice from Machuca-Kirkland, Reed, and Vaughan isn’t theoretical; it’s grounded in the practical realities of running successful businesses and creating memorable experiences. Their specific recommendations and business models serve as concrete examples for anyone looking to enhance their holiday entertaining or entrepreneurial ventures.
For instance, Machuca-Kirkland’s suggestion of Rogue River Blue as an entry-level blue cheese is supported by its consistent acclaim and flavor profile, often described as having notes of fruit, roasted nuts, and a subtle sweetness that makes it less intimidating than more pungent blues. Her pairing of OG Goat with strawberry fennel jam demonstrates a classic sweet-and-savory contrast, a fundamental principle of successful cheese board construction. The homemade Aleppo pumpkin butter with Blakesville’s Linedeline showcases the power of bespoke accompaniments to elevate an artisanal cheese, transforming a simple pairing into a gourmet experience. These are not just preferences but tested strategies that consistently delight.
Reed’s innovative business model in Chattanooga provides compelling data on market differentiation. By obtaining an agriculture license and producing fresh cheeses in-house, Pedestrian Wine & Cheese has tapped into a unique niche. The rapid sell-out rates at farmers’ markets for their mozzarella and ricotta are tangible proof of consumer demand for fresh, locally made products and the success of his "connective thread" strategy. This illustrates how integrating production with retail can create a powerful, engaging, and profitable business. The educational component, offering cheesemaking classes, further demonstrates a value-added service that builds community and empowers customers, cementing their loyalty.
Vaughan’s emphasis on diversification, particularly in the wake of the pandemic, is a direct response to market volatility. Her decision to invest in online retail and develop classes reflects a data-driven understanding of consumer behavior shifts. The success of her personalized shipping with handwritten notes and detailed descriptions quantifies the impact of bespoke customer service in a competitive online landscape. This approach combats the impersonality often associated with e-commerce, transforming it into an extension of her in-store hospitality. The sheer volume of cheeses she manages to source directly from 75-95 US farms highlights an operational efficiency and network that supports her storytelling ethos, providing a diverse and constantly evolving product selection that keeps customers engaged.
Official Responses: Echoes from the Industry
The insights shared by these cheese professionals resonate deeply within the broader food and hospitality industry. Their strategies align with prevailing trends and official recommendations for sustainable business practices and enhanced customer engagement.
The call for meticulous planning and seasonal sourcing, as championed by Andrea Machuca-Kirkland, is consistently echoed by culinary organizations and sustainable agriculture advocates. Movements like "farm-to-table" and "know your farmer" are not just fads; they represent a fundamental shift towards appreciating ingredient quality, supporting local economies, and reducing environmental impact. Major culinary institutes and industry publications frequently publish guides on seasonal cooking and menu planning, underscoring the enduring relevance of Machuca-Kirkland’s advice.
Bill Reed’s innovative approach to in-house production and educational events reflects a growing trend in the retail sector towards experiential commerce. As traditional retail faces challenges, businesses that offer unique experiences—like cheesemaking workshops or curated tasting events—are proving more resilient. Industry reports often highlight the importance of "experiential retail" as a key driver of foot traffic and customer loyalty. The regulatory "head-scratching" he encountered for his combined liquor and agriculture license speaks to the cutting edge of his innovation, pushing the boundaries of traditional business classifications and setting a precedent for others.
Megan Vaughan’s emphasis on direct farm relationships and business diversification is a direct application of best practices advocated by small business associations and economic development agencies. The lessons learned from the COVID-19 pandemic have formally underscored the necessity of robust online presences, flexible business models, and multiple revenue streams. Organizations like the Small Business Administration (SBA) routinely advise entrepreneurs on developing contingency plans and exploring digital transformation. Her focus on storytelling and genuine hospitality also aligns with consumer research indicating a strong preference for brands with authentic narratives and a commitment to customer well-being. The universal need for feeling "heard and seen and loved and cared for and important" is a fundamental principle in customer service training across all industries, from luxury hospitality to community-based retail.
Implications: A Blueprint for Future Hosting and Business Excellence
The collective wisdom of Andrea Machuca-Kirkland, Bill Reed, and Megan Vaughan offers more than just holiday hosting tips; it provides a comprehensive blueprint for culinary excellence, genuine hospitality, and resilient business practices that extend far beyond the festive season.
For the aspiring holiday host, the implications are clear:
- Proactive Preparation is Paramount: Early planning reduces stress, allowing for more creative freedom and a more present host. This translates into genuinely enjoyable events rather than harried obligations.
- Embrace Seasonality and Local Sourcing: Not only does this guarantee fresher, more flavorful ingredients, but it also fosters a connection to the local community and supports sustainable food systems.
- Hospitality is an Art of Connection: Making guests feel "seen," "comfortable," and "safe" is the foundation of memorable entertaining. This requires empathy, an unpretentious demeanor, and a willingness to engage.
- Demystify the Gourmet: Introduce challenging foods like blue cheese with approachable analogies and a graduated tasting experience, transforming apprehension into appreciation.
- Curate with Creativity: Thoughtful cheese pairings, especially those incorporating homemade elements, elevate the culinary experience and showcase a host’s personal touch.
For the food industry, and particularly for small businesses navigating a dynamic market, their insights carry profound implications:
- Innovation as a Differentiator: Reed’s in-house cheesemaking demonstrates that pushing regulatory boundaries and offering unique services can create a powerful competitive advantage and foster deep community engagement.
- The Power of Storytelling: Vaughan’s direct farm relationships and detailed product descriptions highlight how narrative adds value, transforming a commodity into a meaningful experience for the consumer.
- Resilience Through Diversification: The "COVID-proof" business model advocated by Vaughan, with robust online retail and diverse offerings like classes, underscores the critical need for adaptability and multiple revenue streams in an unpredictable economic landscape.
- Authentic Hospitality as a Core Value: All three experts emphasize that genuine connection and making customers feel valued are not just good practices but essential for long-term loyalty and business success. In an increasingly digital world, the human touch remains irreplaceable.
Ultimately, these three cheese professionals illuminate a path forward for both personal entertaining and professional ventures. They remind us that food, especially something as rich and diverse as cheese, is a powerful vehicle for connection, discovery, and generosity. As the holidays approach, their advice serves as a timely reminder that the most cherished gatherings are those infused with thoughtful preparation, exquisite flavors, and, most importantly, a spirit of genuine, welcoming hospitality. Their collective wisdom ensures that the festive tables of 2026 will be not only delicious but also deeply meaningful.
