When Gov. Evers’ stay-at-home executive order went into effect, 30-year-old Tara Rushmer was just like everyone else. The Madison, Wis. resident watched Netflix on the couch, celebrated family birthdays virtually and spent weekends sheltering in place at a rural Wisconsin cabin with her golden retriever.
But as weeks went on, the Appleton native gained hundreds of followers on Instagram and TikTok for her upbeat vibes and very relatable enthusiasm about Wisconsin’s most beloved appetizer: cheese curds.
“The thing that binds us [in Wisconsin] is our love of cheese curds,” Rushmer said.
By mid-November, the self-proclaimed ‘Curd Queen’ had surpassed 3,000 Instagram followers and counting and was crowned by her home state — and the internet — as its next social media star.
Born in Appleton, Wis., she fell in love with the breaded snack during childhood visits with family to the popular Fox Valley area diner JD’s Drive-In, which receives rave Yelp reviews for its rendition of curds.
“When I was a kid and people asked me what I wanted to be when I grew up, I would say I wanted to be a cheese curd maker at JD’s,” Rushmer said.
Instead, Rushmer attended the University of Wisconsin-Stevens Point and graduated with a degree in graphic design. Today, she’s the Madison-based owner of the self-titled social media agency Tara Rushmer Creative. That social media skill set is a part of why Rushmer’s side hustle has garnered so much attention.
Each Instagram post features a food review of cheese curds from a Wisconsin eatery with a recap of every last cheese curd detail — from sauces on the side to a “cheese pull” rating.
“Cheese pull” is the term used to describe the exercise best seen in Domino’s commercials –– and Curd Queen posts on Instagram –– when a person pulls stretched melted cheese to see how far it is able to go.
The Curd Queen pairs filtered photographs and well planned outfits with Wisconsin staples like Packers jerseys and Cheesehead hats you would find on any given Sunday at a Green Bay Packers game. And this cheese curd enthusiast goes to extreme lengths to enjoy the Wisconsin favorite.
“I workout six times a day but so I can keep eating cheese curds,” Rushmer said. “I am lactose intolerant but that doesn’t stop me — I’m immune to cheese.”
That type of dedication has paid off. At the beginning of last year, Rushmer had 200 Instagram followers. At the beginning of Evers’ stay-at-home order, she more than tripled that number to 500. And by the end of Wisconsin’s quarantine, the influencer boasted 1,500 followers. By December, that number doubled.
“I always try to be positive and bring joy in the midst of hard things,” Rushmer said in reference to nationwide protests about policing and mental health awareness during the three month quarantine. “I want cheese curds to rain from the sky — it can only go up from here.”
The cheese curd groupie doubles as a Taylor Swift super fan. Rushmer was invited to one of Swift’s top secret “1989” album release events, Secret Sessions, in Nashville in Sept. 2014. The ‘Sessions’ are infamous among internet gossip sleuths and pop culture gawks alike.
Swift has been known to personally stalk a fan at the events on social media months before extending an invitation. Then, guests are sworn to extreme secrecy and must promise one hundred percent confidentiality. When a fan arrives on the day of a Secret Session, they receive an album release party on steroids.
Fresh baked goods made by the pop queen herself, the fan parties provide a first look listening session of the star’s latest music and the opportunity to meet the “folklore” co-writer’s family.
What did The Curd Queen talk to the queen of pop –– Taylor Swift has more American Music Awards than anyone –– music’s dad Scott Swift about? Yep, cheese curds.
Milwaukee area wine bar and restaurant Black Sheep MKE topped the queen’s list of best cheese curds for their curds breaded with pancake batter and served with a side of maple syrup.
Honorable mentions included Milwaukee-area restaurants Clock Shadow Creamery and The Iron Horse Hotel’s bar and patio. For dipping sauce, Rushmer suggested ranch. On fried or regular curds? The queen said both.
Rusmer, who has partnered with cheese curd giants such as Culver’s, is interested in ditching her day job to pursue cheese curd enthusiasm full-time. And the unofficial hype woman of the state’s favorite snack said her goal in five years is to spend her days “informing the world about cheese.”
“I feel like my passion is cheese,” Rushmer said. “Cheese curds are No. 1, they have my heart.”
What has been obvious to the average Instagram user is that Rushmer has the hearts of thousands of fans worldwide. The Curd Queen deserves her crown and won’t be losing it anytime soon.
Readers can follow The Curd Queen @curdqueen on Instagram and Tara Rushmer @tararushmer