“I can just imagine him blushing right now. Roelli, forty, grew up helping his dad and grandpa at the plant and got his cheese maker’s license the summer after high school. He took the UW–Madison short course in cheese making in 1989, then secured a business degree from Madison Business College in May 1991. But that very month his dad announced profit margins were impossibly low, and cheese making ground to a halt. For ten years, all throughout the 1990s, Roelli mourned his shot—then, the climate in Wisconsin began to change.”