I was sent an email via the Trisha via the Jain Vegans group and I was shocked when I clicked on one of the links in the email. I thought I had been horrified enough about cheese and how it was made but this post is about cheese is marketed to hook those who are more likely to become addicted to it!

Would you believe it if I told you that cheese has morphine in it which keeps us hooked in? Do you remember the anti smoking adverts that were all about showing smokers how hooked in they were? Well it’s kind of like that but in a more subtle way!

So anyway here are some snippets from the article.

A couple days ago I joked that I was detoxing from dairy and that I needed a 12-step program because I find it so hard to give up cheese. Amazingly, little did I know that cheese has actually been proven to be addictive. This explains why so many people like me find it incredibly difficult to give up cheese. It has been harder for me to give up dairy than cigarettes. I am not joking about that. Perhaps the more shocking thing is that the Dairy Industry has deliberately fed on cheese’s addictive quality…

The first hint of a biochemical explanation came in 1981, when scientists at Wellcome Research Laboratories in Research Triangle Park, N.C., found a substance in dairy products that looked remarkably like morphine. After a complex series of tests, they determined that, surprisingly enough, it actually was morphine.


….the enzymes that produce opiates are not confined to poppies — they also hide inside cows’ livers.

Opiates hide inside casein, the main dairy protein….The especially addicting power of cheese may be due to the fact that the process of cheese-making removes water, lactose and whey proteins so that casein is concentrated.

Scientists are now trying to tease out whether these opiate molecules work strictly within the digestive tract or whether they pass into the bloodstream and reach the brain directly.

The cheese industry TARGETS those most prone to being addicted to cheese

The cheese industry is miles ahead of them, having gone to great lengths to identify people who are most vulnerable to addiction. It dubs them “cheese cravers,” and tracks their age, educational level and other demographics so as to target them with marketing strategies that are tough to ignore.

At a “Cheese Forum” held Dec. 5, 2000, Dick Cooper, the vice president of Cheese Marketing for Dairy Management Inc., laid out the industry’s scheme for identifying potential addicts and keeping them hooked.

In his slide presentation, which was released to our organization under the Freedom of Information Act, he asked the question, “What do we want our marketing program to do?” and then gave the answer: “Trigger the cheese craving.” He described how, in a partnership with the U.S. Department of Agriculture, the dairy industry launched Wendy’s Cheddar Lover’s Bacon Cheeseburger, which single-handedly pushed 2.25 million pounds of cheese during the promotion period.

The presentation concluded with a cartoon of a playground slide with a large spider web woven to trap children as they reached the bottom. The caption had one spider saying to another, “If we pull this off, we’ll eat like kings.”

Wow! This shows that Dick Cooper and his team know the affects of cheese, their primary aim is to use it to increase sales, regardless of the affects on the health of those consuming it and the cartoon referred to above shows how they cold they are about it all!

I can’t say anymore.

I’m shocked!




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S · July 29, 2009 at 10:44 pm

Oh my goodness! I love cheese. I will never eat another piece again….well, at least not until I crave just one more slice.

    Heena Modi · August 12, 2009 at 10:51 pm

    Ha ha 🙂

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