To support his father, Moskowitz put his L.A. ambitions on hold and began helping out around the warehouse. As it happened, his return to the cheese world coincided with the rise of foodie-ism. On business trips with his dad, he encountered scores of passionate food people his own age. "They were talking about heritage, thousand-year-old traditions, the idea of flavor as sight and sound," he said. "It was trippy, dude."