Aug 17, 2026 · 29 min · 9 segments
At Trader Joe's, our entire business begins with expecting the unexpected. When you spend your days searching for delicious new products and traveling the world in search of great values for…
Matt SloanHostTara MillerHostPamGuestKimGuestBurtGuest
Oh, you mean the ones invented by Ralph Bruno? You know, he made the original Cheesehead out of yellow seat cushion foam, and he thought, "Hey, people from Illinois always call us people from Wisconsin Cheeseheads, like it's a bad thing, so why not be a proud Cheesehead, wear it proudly." And the first one was worn to a Milwaukee Brewers game against the Chicago White Sox in 1987, and it just totally caught on from there.
You know, we've actually been selling Wisconsin cheese in our stores since even before that.
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Oh, you mean the ones invented by Ralph Bruno? You know, he made the original Cheesehead out of yellow seat cushion foam, and he thought, "Hey, people from Illinois always call us people from Wisconsin Cheeseheads, like it's a bad thing, so why not be a proud Cheesehead, wear it proudly." And the first one was worn to a Milwaukee Brewers game against the Chicago White Sox in 1987, and it just totally caught on from there.
You know, we've actually been selling Wisconsin cheese in our stores since even before that.
