Another cheese ad

Perhaps the real sign of cheese being trendy is seeing actual ads for cheese brands not in the trade publications. Except for Kraft and a few Tillamook billboards, there is not much in the way of direct advertising to the public with cheese companies.(There are the Milk Marketing Board ads: "Real California Cheese", "Behold the Power of Cheese" etc. which are funded by an involuntary tax on farmers from every gallon of milk their mammals produce, but that's not what I'm talking about.) Instead they focus on me, the retailer. They may give ad money for in store sale ads and the like but those usually just contain the company logo and honestly, are more of a bribe then anything else. The point is to get the retailer to bring in the product, counting on the buyer to get the word out.

So it was with much amusement that I saw this in the recent New Yorker Food Issue (which I found totally below par, but that's another story).

You wouldn't want to disappoint Susan would you? Really, since Emmi pretty much owns the US Swiss import market, it's encouraging you to spend more not buying the domestic, French, Dutch or Norweigen Swiss-style cheeses. Interestingly, to me at least, is that they ignore the one actual difference: the real Swiss is the only one made with raw milk.