New York City didn't know what cheese was until Steve Jenkins created Fairway's fabled fromage counter. While hip urbanites were still learning to differentiate between Swiss and Emmenthaler, Jenkins cultivated the city's premier spot for imported and domestic artisanal cheeses. If you're not feeling adventurous enough to try Sonoma's Vella Dry or Corsican goat cheese, Fairway offers almost a dozen varieties of classics like chévre and cheddar, not to mention cream cheese. The salespeople are personally trained by Jenkins and their exemplary patience is much appreciated amidst Fairway's frenzied atmosphere.