ESSEX JUNCTION — Amid the laughter and chaos of the Champlain Valley Fair, a small food stand near the grandstand draws a crowd, its line stretching steadily longer as the day progresses.
This is Jay’s Famous Cheesesteaks, a beloved fixture at the fair, where the Tatro family serves up their signature deep-fried creations with a side of heart.
Owned and operated by Milton resident Sean Tatro, Jay’s Famous Cheesesteaks isn’t just another food stand—it’s a labor of love, a tribute to family and a way to give back to the community. Tatro, a third-generation owner of Larry & Sons Heating Service in Milton, purchased the stand in April 2023 in memory of his father, a Vietnam veteran.
“I bought it as a way of giving back,” Tatro said. “We’ve always tried to support our veterans and community, whether through the heating business or now through this food stand.”
The stand’s signature dish is the deep-fried Philly cheesesteak, a mouthwatering concoction that combines savory, tender beef with melted cheese, all encased in a crisp, golden shell. It’s a creation Tatro’s son dreamed up after a trip out west, and it’s quickly become one of their best-sellers.
“We had to have something that kind of sticks out,” Tatro said. “And that deep-fried cheesesteak—it really does. On any given night, we can sell 100 of them.”
In addition to the deep-fried Philly cheesesteak, Jay’s Famous Cheesesteaks offers a variety of other indulgent options, including deep-fried pulled pork, BBQ beef sandwiches, hot dogs and Philly cheesesteak egg rolls—a creation born from the imagination of Tatro’s daughter.
The stand’s fries are another crowd favorite, often hailed as the best on the fairgrounds since the departure of Al’s Fries.
“A lot of people tell me, ‘Well, since Al’s left, you’ve got the best fries here,’” Tatro said with a modest chuckle. “And I don’t know, maybe we do. But our fries are pretty good.”
Despite the undeniable appeal of the food, it’s the family behind the stand that truly makes Jay’s Famous Cheesesteaks special.
Each day during the fair, Tatro and his family make the drive from Milton to the fairgrounds, ready to serve hungry fairgoers with a smile. Tatro’s brother-in-law takes orders at the front, while his wife, with their grandbaby strapped to her, assists customers. In the kitchen, you’ll find Tatro himself, along with his son and daughter, working tirelessly to ensure that every sandwich and side is made to perfection.
For Tatro, the fair is more than just a business opportunity—it’s a chance to honor his father’s legacy and make a difference in the lives of others. Last year, Jay’s Famous Cheesesteaks donated over $1,500 to Combat Motorcycle Vets, an organization that supports veterans in need.
“We ran into one of the vets under the stand last year,” Tatro said. “He broke down crying as he told me his story. It reminded me of my father and the struggles he faced after Vietnam. That’s when I knew we had to do something to help.”
This year, the Tatro family has already donated $1,000 to the same organization, with plans to give more once the fair wraps up. They’re also looking to expand their philanthropic efforts closer to home, with a potential donation to the Milton Family Community Center for its annual Harvest Festival.
“We were recently approached by Chris Mattos, our state representative, about getting involved with the community center,” Tatro said. “We decided we’d probably like to donate some of our funds to them this year, to give back to our own community a little bit.”
Running a food stand at the fair is no small feat, and the Tatro family faces their share of challenges. Rising food costs have made it difficult to maintain their profit margins, and changes in the fair’s pricing structure have added an extra layer of complexity.
“This year, food costs went up 20%,” Tatro said. “And the fair has us doing things a little differently. Last year, we could charge for meals and room tax separately, but this year, we have to include it in our pricing. It’s hard to do that when everyone else’s pricing is different. We’re taking a 13% hit on that, besides paying the fair their percentage, so it makes it pretty tight at the end of the year.”
Despite these obstacles, the Tatro family remains committed to their mission of giving back and creating memorable experiences for fairgoers. Tatro is especially proud of the fact that all tips earned at the stand go directly to the young people working there, who are volunteering their time.
“Me and my wife take nothing,” Tatro says. “We give the money to all the kids who help out. They’re doing it voluntarily, and it’s important to us that they get something for their hard work.”
As the fair enters its final days, Tatro encourages people to come out and enjoy the experience, not just for the food, but for the sense of community that the fair fosters.
“Come on down, spend your hard-earned money,” he said with a smile. “There’s a lot of great deals, and it helps the vendors. No matter how you feel about the fair itself, it’s a good time to get the kids and the family out one last time before the cold comes—because it’s coming.”
Whether you’re drawn in by the tantalizing aroma of a deep-fried Philly cheesesteak or the warm smiles of the family behind the counter, one thing is certain: a visit to Jay’s Famous Cheesesteaks is more than just a meal—it’s an experience to savor.
