Friday, October 3, 2014

Executu* (for Executive)

The clever advertising executive who came up with the campaign “Behold, the power of cheese” (later “Ahh, the power of cheese”) didn’t know how right s/he was.  According to the June, 2014 issue of National Geographic (“Cheese Fix,” page 22):

There's a reason we love cheese. It contains tiny amounts of potentially addictive substances. Some of the feel-good chemicals come from casein, a milk protein that's concentrated during cheesemaking. Our digestion breaks down casein, creating morphine-like chemicals called casomorphins. But that's not all. Milk may also include traces of morphine itself, produced in the cow's liver.

Bring it on!  Cheddar, Emmentaler, Gouda, Red Leicester, Monterey Jack, Gruyère, Manchego, Feta, Butterkäse, Mozzarella, Havarti, Dubliner, Edam, Brie, you name it.  (Did I mention I adore cheese?) 

Executu* is another low-probability typo.  There are 6 entries for it in the OhioLINK catalog, and WorldCat advertises 76 English-language results. 

(Swiss cheese cubes, from Wikimedia Commons)

Deb Kulczak

1 comment:

SusanF said...

Another great post. And on my favorite food. Cheese is the reason I could never be a vegan. Oh, there's ice cream too.