"There is no butter or cheese to mask a mistake, " Mr. Vetri warned.

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Friable, briny and reminiscent of mozzarella, the cheese is consumed no later than six to 10 days after production and is a perfect match with roggebrea, a stiff but crumbly rye bread.

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So they created a drastic approach, no meat products, including butter or cheese.

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"No one ever makes any money from their cheese board, as they are incredibly expensive to maintain we import fresh cheese two or three times a week, " Mr. Clark says.

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No, it's not Who Moved My Cheese?

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After the cheese was rattled, customers from around the world, but especially around Italy, rallied and proactively came forward to quickly buy cheese, both damaged wheels and those that no longer had climate controlled homes in which to be stored, helping to utilize thousands of orphaned wheels that would have otherwise been destroyed.

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Organizer Pascale Dedonker, who is country manager for Switzerland Cheese Marketing, says the promotional event was actually no more disconcerting than a ski lift.

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Constance had stopped by the No Judgment Store for cigarettes and cocktail-hour food: processed cheese and crackers, gherkins, olives, meat that did not require refrigeration.

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We'd get cheese crunchies and Grapette and sit in the sun behind the buildings, where no one would expect to see two patients sunning.

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The concept is simple: the cheese is rolled down a hill and runners attempt to catch it, which is no mean feat as the wheel can reach speeds of up to 70mph.

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