A year or so ago, I saw a show on PBS about how PR consultants test and choose keywords to influence public opinion on everything from political campaigns to new foods. Most memorable–other than the use of a statistics-wielding ad consultant for the Swiftboat smear campaign–was a French marketing expert in his late 60s who discussed the key difference he’d found in food attitude focus groups between Americans and French:
“In America,” he declared, “Cheese is dead. I can assure you of that.” The key positive words that arose in his group discussions about cheese were “sterile” and “safe”. That is, as long as the cheese was processed, uniform, free of visible mold, refrigerated, odor-free, pasteurized and–most important–wrapped in plastic so nothing could possibly escape, cheese was okay.
Otherwise, he said–you could hardly miss the sneer–Americans considered cheese unsafe. They–we–were culturally afraid of it.
In France, he maintained, “Cheese is alive.” The French focus groups brought out words like culture, flavor, and the names of many, many specific types of regional cheeses that were their personal favorites. The French still buy much of their cheese at small local shops whose owners’ main job is to present their cheeses for sale at the optimum point of ripeness. The customers take home a wedge or small round of cheese and keep it on the counter or a dedicated shelf in the fridge, depending on the type, and they have their own fixed ideas and traditions for storing it so as not to ruin its flavor or texture–two words that did not really come up in the American discussions as much as “Velveeta”.
Are we Americans really that ignorant about cheese? The food my husband brought home from the aforementioned brunch included three or four stacks of precut sliced cheese–yellow-orange, whitish with an orange edge, and whitish again with tiny flecks of red and green throughout. Cheddar, muenster, and pepper jack? I looked at them, wondering were they real or processed–hard to say by looks alone, so I peeled off a corner of a slice on each of them to try them. They all tasted exactly alike. Although the one with the flecks was a little bit spicy, the basic flavor was Velveeta: salt, starch or gum, cooking oil. Something stale–maybe milk solids–but no culture, no tang, no fresh dairy flavor. There wasn’t even much of a smell. The French guy was right.
I started to toss the packets in the trash and my daughter asked why–so I let her taste them. “They’re not that bad,” she said. “They’re not that good,” I replied, and handed her a small chunk of sharp cheddar we had in the house for comparison. “Which would you rather eat?” ‘Nuff said.
I bring this up because I really do have a thing for cheese (damn my cholesterol-packin’ genes), but good artisan-type cheeses are often pretty expensive–$15 and up per pound–and the more affordable varieties of things like brie or gorgonzola usually lack something in the way of flavor, especially if they’re made in Canada or the U.S. Plus I have a thing for playing with my food.
For the last couple of years I’ve been playing around with the idea of taking a fresh cheese and culturing it further to get to something approaching the aged artisanal cheeses. We have lots of generic chèvre and feta and ricotta and so on these days–as well as increasingly easy-to-find inexpensive (but bland) brie and bleu cheeses made with cows’ milk. And that’s sometimes the problem: we don’t have a lot of goat’s or sheep’s milk available to ordinary consumers in the U.S., and the French-style cheeses we do have are kind of bland, maybe even oversterilized, even though as a former biochemist I’m a big fan of pasteurization, especially for any dairy that has scaled-up production. To that end, READ THE SAFETY NOTE AT THE BOTTOM OF THIS POST if you’re going to give this a try. Continue reading
Filed under: cooking, Dairy, frugality, Revised recipes | Tagged: artisanal cheeses, brie, cheese, cheese cultures, chevre, feta, French cheeses, goat cheese, gorgonzola, home cheesemaking, Trader Joe's | Comments Off on Adventures with Cheese
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