Incendo has jumped into principal photography on As Gouda As It Gets.

Produced by TVA-owned prodco in association with Rogers Sports & Media’s Citytv for the channel’s Fall in Love Fridays lineup, the Montreal-shot project penned by James Phillips (The Sisterhood) and directed by Anne De Léan (Within These Walls) stars Kim Shaw (The Lead), Clayton Hames (When Calls the Heart) and Tara Joshi (V Morgan is Dead).

As Gouda As It Gets is a romance about an artisanal cheese shop owner who competes in a cheese festival and ends up pairing with a food critic. Incendo’s Kaleigh Kavanagh serves as a producer on the project, while executive producers include president Jean Bureau and head of development and production Ian Whitehead.

As Gouda As It Gets joins a long list of Incendo projects that have recently gone to camera.

Also a part of Citytv’s Fall in Love Fridays schedule, the company’s productions include Screentime New Zealand copro A Love Yarn and Montreal-shot You May Kiss the Bridesmaid, Seasoned With Love and One of a Kind Love. Both Seasoned with Love and One of a Kind Love kicked off production earlier this month.

Last week, Incendo expanded its Toronto team, naming Brook Peters as SVP and managing director, sales and production operations, Effi Eustace as VP, sales and marketing and Valerie Pyram as director, contracts and business affairs. Notably, Peters oversees all sales and Ontario production operations for the office with a focus on expanding the company’s Canadian English-language production opportunities under Whitehead. He also works with L.A.-based head of international sales and coproductions Gavin Reardon on global sales strategies.