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I started following model-turned-activist Sophia Esperanza’s Youtube channel a few years ago. Although I don’t eat exclusively vegan, I loved looking at her recipes for inspiration. Her videos always emanated a calming energy.
In July 2022, she posted a video that culminated her seven years of experience living in Los Angeles where she showed her favorite vegan spots. While I was familiar with most of the restaurants in the video, there was one place that especially caught my attention: Vromage.
Curious to try the delicious-looking vegan cheese sandwiches that were shown in the video, I drove there two days later. I couldn’t believe the fact that after living in West Hollywood for a few years, I had never heard of Vromage before. Unbeknownst to me, this tiny cheese shop boasts massive success, but more on this later.
Vromage sits inconspicuously in a small parking lot on Sunset Boulevard, across from the Laugh Factory.
Let’s dive into the backstory:
Youssef Fakhouri was born in Beirut and moved to Casablanca, Morocco at the age of 12 to help with his family’s restaurant. As a young man, Youssef traveled around Europe and absorbed the culinary culture in countries like Spain, France and Denmark.
Prior to making LA his permanent home, Youssef operated two restaurants in Santa Barbara in the early 90s. The first one was Cafe Picasso, a French-Mediterranean restaurant, which earned multiple accolades and was voted one of the best restaurants in the state by California magazine in 1990 and 1991. His second restaurant was La Casbash, a Moroccan restaurant that opened in 1992.
So, why did he start making vegan cheese?
It was 2009, a time when the concept of veganism was like hearing someone speak a different language. Let alone vegan cheese.
The funny thing is that Youssef didn’t start making vegan cheese for the love of animals or for the environment; he solely started making vegan cheese to impress a vegan chef hoping it would get her attention. Although the relationship didn’t pan out, Youssef fell in love with the craft and took a few years to perfect his recipes before opening up the current space he has.
He and his daughter came up with the name in 2009 when they were trying to decide on a name for his website. The inspiration word, fromage, means cheese in French. In January 2018, Youssef legally changed his last name to Vromage.
In 2014 when Vromage opened, the LA food scene was a lot different. But through word of mouth and the outstanding quality of the cheese, Vromage has amassed an impressive following that includes A-list celebrities, chefs, tourists, LA locals and even Arab royalty. Vromage is the only artisanal vegan cheese shop in California, and one of the few in the world, making it a very popular destination. Since Vromage opened, Youssef has seen people from all walks of life step into his shop.
Everyone is mesmerized by Youssef’s magical powers. For instance, actress Alicia Silverstone, who has been a regular at Vromage for many years, has professed her love for Vromage multiple times on her social media.
But what fascinated me the most was that despite being the talk of the town among the elite and being featured on international TV, Youssef keeps a nonchalant attitude about it. The times I went there, he emphasized how he doesn’t want to alienate anyone. “I want my cheese to be for everybody,” he said. “I don’t want to be exclusive to celebrities or the vegan community. I want everybody to enjoy my cheese.”
From his file cabinet, he showed me stacks of magazine and newspaper clippings featuring Vromage. Most were from American publications like the LA Times, but some were from Japan, Germany, the Middle East and Brazil. “I lost count,” he said. I’ve lived in LA for a few years now, and in some places, unless you’re a celebrity or an influencer, you won’t get the same treatment. But not here. At Vromage, it doesn’t matter who you are, how much money you make or where you come from. Everyone gets treated equally.
Youssef watches movies sometimes, but he doesn’t have a TV nor is he up to date with the latest show releases. He shared a few anecdotes where celebrities would walk into his shop, but he had no idea who they were until much later on. For example, Meghan Markle used to frequent the shop in 2014 when she was in the show Suits. She loved the cheese so much that she included Vromage in the Royal Wedding Album, which is available for sale at the shop! He also shared an instance where he saw a well-known celebrity once at his shop and never saw them again, only to discover later that their private chef continued buying cheese for them for years after that.
Some people call Youssef a magician, others have called him the God of cheese. People that have dietary restrictions give him a handwritten list from their nutritionist with the ingredients they’re not allowed to eat and just like that, he will come up with a special cheese. Like a custom cheese shop! He also ships internationally and sells his cheese to restaurants. Youssef has fooled many people, including chefs, into thinking his cheese was not vegan, especially when he was starting out and would cater parties.
When I learned all this, I kept thinking, can you imagine if Youssef sold his secret recipe? His cheese is made from nuts and seeds, completely free of fillers, yeast, coconut oil and soy.
Today, Youssef makes about 17-21 types of cheeses, but he never writes down the recipe — it’s all in his head! Each batch takes about 8 days to make, and the cheeses are sold by weight.
The website gives you a general overview of the types of cheeses he offers. However, not all the cheeses are available on the website. At the shop, you’re welcome to taste any cheese that may pique your interest and if you have a budget, just tell him and he will weigh the cheese accordingly.
Because Vromage is a one-man show, it’s important to know that he doesn’t have every single cheese available at the shop at all times. Unless you have a special order for a specific cheese, the flavors rotate. What you see in the fridge is what he has available that day. If you decide to buy one, always keep it in the fridge. I asked what the expiration date was and he said two weeks. But whatever cheese you buy, I can guarantee that it’ll be long gone by the time two weeks have passed.
At the shop, you will also find vegan chorizo, butter, pate, foie gras and sandwiches that are made to order! Youssef makes sandwiches everyday depending on the types of cheeses and bread he has that day. The one I had twice was his signature sandwich, the mozzarella caprese sandwich. It’s soooo good!
If you end up getting a sandwich, know that Youssef doesn’t sell any beverages, nor does he offer utensils. Because I live nearby, the times I went for the sandwich I ate it at home. Here are some pictures of his delicious sandwiches.
When I went there for the first time, I tried the cheese Sophia had had in the video, which was the spicy goat cheese. He cut a slice of if and handed it to me on a napkin. I said, “Woooow!” Then, after I had swallowed, Youssef said, “Wait for it!” and then, a surprise, subtle spiciness inundated my tastebuds. In the video, you can see Sofia getting emotional over it.
When I came back the third time, I wanted to buy the spicy goat cheese to take home, but Youssef was out of that one. He had the spicy manchego instead, which had the same effect as the goat.
What stood out to me in all the cheeses I tried was the texture. They all had a unique and exquisitely creamy, soft texture. Flavor-wise, each cheese was a heavenly treat to the tastebuds, which is why you should definitely take your time savoring them.
The spicy manchego block I bought was gone in no time. It was so tangy and uniquely complex. Just look at the herbs inside!
I went to the grocery store a few days after I had his cheese. As I was perusing the cheese section, I noticed the absence of refined, beautiful, handmade cheeses you’ll find at Vromage.
The shop is closed on Mondays and Tuesdays, when Youssef is working on custom orders and new recipes.
Youssef also told me that he wanted to leave a footprint in this world. When he wakes up, he wants to feel like he has a mission and is contributing to society. Passion, he said, is the most important thing because it shows in your work. Today, Youssef is a vegan, but he wasn’t when he started making vegan cheese in 2009. Although the majority of Vromage’s clientele is not vegan, Youssef wants to help people become more conscious of living things on this planet.
I inquired about the vegan pesto sauce he had in the fridge. It was the “vegan pesto parmesan dairy-free lactose intolerant”. When I first had it, the flavor of parmesan cheese was so sharp and distinct that I was taken aback. When I came back to the shop, I had to ask him if the parmesan cheese in the sauce was really vegan. “Yes” he said. Unbelievable.
The sauce was so ridiculously fresh and flavorful. It was so good that I don’t think regular pesto sauce will taste the same for me again. I usually get the Trader Joe’s Vegan Kale, Cashew & Basil Pesto, but it pales in comparison to Youssef’s homemade sauce. It was a whole experience and if you like pesto sauce, then I urge you to get it. He sells the pesto sauce in two sizes. Next time, I’ll spread it over some sourdough bread to fully appreciate the flavor.
Youssef said that most people that try his cheeses are hooked and they end up coming back. While I was in the process of writing this post, I went back 3 times!! I guess you could say that I’m also under his spell. The secret? Youssef said that the final product and the quality speaks for itself. He hasn’t been in business that long for nothing.
While I was at the shop, I couldn’t stop admiring his beautiful creations.
Vromage is synonymous with superior, exceptional quality and taste, so of course the cheese is going to come with a slightly higher price tag. He uses the best ingredients. You just have to look at any of the pictures to know how much dedication and care goes into making these cheeses.
What is the best way to eat the cheese? I asked him and he said “You can eat it however you want”. Because I’m from Spain, he said that over there it’s very typical to eat it with olives. He also suggested pairing his cheeses with Rioja wine or Malbec. I don’t eat olives and I don’t drink, but if you do, heed his advice!
Youssef showed me a picture from his dinner the day before, where he used chillies and stuffed the spicy manchego inside. If you’re looking for some inspiration, he’s always posting Instagram stories of his meals with his cheeses.
When I drove to Vromage for the first time, I never would have imagined that this small shop would change the way I look at cheese. You can tell that this man has an undying love for his craft. Then, there’s the unparalleled personalized experience you get at the shop.
I definitely see myself coming here at least once a month for a treat. It’s been over a week since the last time I was there, and I still think about his cheeses every day. Thank you Sophia, for introducing me to Vromage!
If it’s your first time reading about Vromage and you decide to check it out, let him know you read this article! He always likes to hear stories of how people found him. Finding Vromage has probably been my favorite discovery of 2022.
Address: 7988 Sunset Blvd, Los Angeles, CA 90046
Hours: Wednesday – Saturday 11:30 – 7:30 PM and Sundays from 11:30 – 6:30 PM
