Fromagerie Qui lait cru !?!: When passion prevails

December 9 2025

Laurie Doré

Family portraits

The Qui Lait Cru !?! cheese shop, located in Jean-Talon Market, has undergone major changes in the past year and a half. The business was going through a difficult period. Impressed by the shop's potential and history, Daniel Allard decided to ensure its continuity.

President and founder of Fromage CDA, a trainer for the past ten years in culinary schools, and now owner of the Qui Lait Cru !?! cheese shop, he continues to share his expertise with great passion.

At 70 years old, Daniel Allard could be enjoying a well-deserved retirement, but for someone who has devoted more than 35 years of his life to the world of cheese, passion remains stronger than rest.

He started out in the food industry in France in the 1980s, at the age of 28. It was there that he developed his knowledge of cheese through numerous visits to cheese factories, meetings with experts, and learning cheese-making techniques.

“I worked in cheese factories in Europe and learned how it was done. And there's still more to learn every year. Cheese seems simple, but it's not.”

One of a kind

When he took over the store, the biggest challenge was to bring customers back and, above all, to build customer loyalty. In just a year and a half, “sales have quadrupled,” the owner proudly explains.

The cheese shop's mission is clear: to offer the best possible products at the best possible price. Cheese remains an expensive food, and Daniel wants Qui Lait Cru !?! to remain accessible while offering the widest possible variety.

According to Mr. Allard, what sets them apart from other cheese shops in Montreal is their location in the Jean-Talon Market and their manager, Annie. He considers himself lucky to have her on his team.

“The fact remains that when you go to Qui Lait Cru !?!, you expect an experience. You go, ‘Wow, there's a lot of history here.’ Annie has 20 years of experience with cheese.”

To choose the right cheese, Daniel recommends starting with your favorite texture: firm or soft, crunchy or creamy. Then, always taste mild cheeses before stronger ones.

In his opinion, with the quality of Quebec's cheese makers, the province has little to envy in Europe. In fact, 65% of the 350 or so cheeses offered in the store come from the beautiful province.

Not just a story about raw milk

Despite what its name might suggest, Qui Lait Cru !?! does not just sell raw milk cheeses. As my guest today explains, the other idea behind the name is to evoke a surprise or discovery of a varied and unique cheese.

“Who would have thought you'd find these products in this store?” he explains.

It's important to note that in recent years, there have been many problems, especially in Europe, with raw milk cheese. To avoid any issues, they sell very little of it.

Most of their cheese comes from thermized milk, a process that eliminates harmful bacteria while preserving beneficial bacteria. In other words, it is milk that is neither raw nor pasteurized, but somewhere in between.

Retirement... not so fast

According to him, there is something new to learn every day in the world of cheese. He cheerfully explains that when he approaches retirement, he will come to work at the cheese shop for pleasure. He wants to offer customers cheese tastings and share his expertise.

“I'm not going to stop right away, believe me,” he says with a smile. “I can't wait to talk to people, to consumers, about cheese. Letting them taste the products is like... my God, it's going to be so much fun, but it won't be right away! Give me another two or three years,” he adds.

In the meantime, Annie and the employees are keeping the cheese shop running with their expertise and daily dedication. And who knows, maybe one day you'll have the chance to chat about this dairy product with cheese lover Daniel Allard.