ABSTRACT
‘We have to cultivate the attention of the public through some uncommon measures’. 1 The determination displayed by Etienne Coupiac, Director of the Société des Caves of Roquefort, in preparing the universal exhibition in Paris of 1889 was clear: the company must reach out to the public. However, attracting the interest of exhibit visitors and other curious passers-by was completely paradoxical for a company that matures cheese: what did it have to offer other than Roquefort?
