ABSTRACT
When American consumers are surveyed about what cheese they especially like, they name cheddar, American, gouda, Swiss, mozzarella, parmesan, or, perhaps, gorgonzola. Yet they almost never mention the leading selling cheese in America, the cheese that outsells every other cheese by a substantial margin. That cheese is, of course, Velveeta. Apparently in a world of increasing culinary sophistication, it would be gauche, if not high-society list suicide, to admit a preference for a cheese of such low social standing. So the millions of Velveeta eaters remain in the closet, but the sales figures do not lie.
