"CLOTAIRE RAPAILLE: In France, the cheese is alive. You never put the cheese in the refrigerator because you don’t put your cat in the refrigerator. It’s the same. It’s alive. If I know that in America the cheese is dead – and I have been studying cheese in almost 50 states in America I can tell you, the cheese is dead everywhere – then I have to put that up front. I have to say, “This cheese is safe, is pasteurized, is wrapped up in plastic.” I know the plastic is a body bag. “You can put it in the fridge.” I know the fridge is the morgue. That’s where you put the dead bodies, eh? And so once you know that, this is the way you market cheese in America."