A billboard bearing an anti-cheese message is getting some dairy state pushback. A non-profit group has paid for the billboard in DePere with a provocative message about the dangers of cheese. But it’s the image of Death wearing a cheesehead hat which got cheesehead maker Ralph Bruno on the phone with his attorney. “We definitely want to make a statement to the general public that Foamation in no way supports this cause,” said Bruno, who wants the image of the cheesehead removed or covered as soon as possible. “Our attorney is in contact with the owner of the billboard to find out what it would take for that to happen.”
The cause is that of The Physicians Committee for Responsible Medicine, and Laura Wilford with the Wisconsin Milk Marketing Board says that group’s motivations are suspect. “They have a vegan agenda,” said Wilford, a dietician for the dairy industry group. “They’re really trying to be spokespeople for PETA. So we have to take their statement in terms of where they’re coming from.” Besides, said Wilford, cheese accounts for just five percent of the calories in the U.S. diet — but twenty-one percent of the calcium.