While working at the Monroe Cheese Factory in Monroe, New York, Frey made a name for himself in cheese history by creating Liederkranz, an American-made version of Limburger, a particularly odoriferous semi-soft cow's milk cheese. The Frankenstein behind the cheese creation was one Emil Frey, a Swiss cheesemaker who moved from Switzerland to upstate New York, where he worked in cheese factories in the late 1880s. And, though it's owned by, and most heavily associated with, Kraft now, Velveeta was not one of James L. In reality, the makers of Velveeta weren't looking for a way to melt cheese down-they were looking for a way to put cheese back together. Seekers of gooey cheese can work around this by using a young cheese or a less-fatty cheese, but sometimes, standard hacks just won't cut it: enter Velveeta, a cheese named for the fact that it melts so smooth. It's an unfortunate reality that cheese, when melted, becomes imperfect-it pools oil (more, the fattier it is) and coagulates quickly, turning a once molten bowl of queso dip into a sad stringy mess. There's even a website,, which shows a map of the conversation about the Velveeta shortage by pulling geographic information via Twitter (currently, users are talking most about the shortage in places like Massachusetts and Maryland).* In reality, people looking to munch on a chip with dip might have to resort to traditional cheese for their melty concoctions-which, while reassuringly natural, will also mean less-than-velvety texture for a lot of Super Bowl dips. Following an announcement by the company, which noted that consumers in some states might have a hard time finding their liquid gold cheese in the coming weeks, the Internet wasted no time in completely freaking out, dubbing the shortage " Cheesepocalypse" on Twitter and creating imitation Velveeta-dip recipes on Lifehacker. Just in time for the biggest dip day of the year, Kraft Foods announced that Americans might notice a distinct lack of Velveeta on their grocery store shelves.
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