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It's a strange turn for a nation that for years judged its cheeses by how well they melt in the microwave.
But suddenly the nation is being inundated by high-end cheeses that challenge the palate in ways industrial cheese couldn't dream, cheeses that for once have Europeans looking west with envy.
Welcome to the world of America's cutting edge curds, where obscure cheeses can attain cult status and massive grocery chains tout cheeses that once wouldn't have made it in the door.
Mainstream retailers are jumping into the specialty cheese market like never before, says cheese expert Laura Werlin, author of "Laura Werlin's Cheese Essentials."
"Everybody is going to have more exposure and the ability to buy these cheeses," she says.
Why the sudden cheese surge? In some ways, it's a case of money talking.
Artisanal cheese is one of the fastest growing segments of the $59 billion gourmet food industry, with cheese and dairy expected to see double digit growth through 2012, according to consumer research firm Packaged Facts. Much of that growth will come from speciality and artisanal cheeses.
That demand has translated into retailers clamoring for the product. But it also goes deeper.
The collective American palate has become increasingly adventurous and sophisticated, thanks in part to a pervasive food media that has helped turn the U.S. into a nation of would-be foodies.
Here are some of the more significant recent trends and changes to the cheese world:
Mainstreaming
No longer are fine cheeses the provenance of specialty shops, or even the Trader Joe's, Wegman's and Whole Foods of the world. Demand has sent the typical grocer scurrying to get in on the artisanal cheese scene.
The Kroger Co. grocery chain, for example, recently spent three years wooing one of New York's pre-eminent cheese shops, Murray's Cheese, to lend its name and expertise to the chain's cheese offerings.
The effort may pay off. Later this year, mini Murray's Cheese shops will open at an undisclosed number of Kroger stores. Murray's owner Rob Kaufelt says it's a worthwhile experiment in brand extension.
Meanwhile, Murray's chief competitor, New York's Artisanal Premium Cheese, Inc., sold its operation to American Home Food Products, a former building supply company that is switching to food manufacturing.
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