The Physicians Committee for Responsible Medicine (PCRM) is not an organization that’s shy about its beliefs. Its billboards and video spots, which have been known to equate hamburgers and hot dogs with certain death, border on the PETA-esque. Now PCRM is shifting from meat to the dairy industry and hitting where it hurts most: with an anti-cheese billboard placed just outside Lambeau Field, home to Wisconsin’s Green Bay Packers.
"Cheese is the embodiment of every poor food component packed in one food," PCRM nutrition education director Susan Levine told reporters, stating that it’s the biggest source of saturated fat in the American diet. That point of view is reflected in the billboard that the PCRM had installed in Green Bay. The billboard, which reportedly cost $3,500 to install, features a grim reaper sporting an iconic Green Bay Cheesehead hat and the accompanying text, “WARNING: Cheese can sack your health. Fat. Cholesterol. Sodium.” Not that we think anyone is buying cheese for its health benefits, especially not the deep-fried Cheddar cheese curds sold at the stadium.
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The PCRM also wrote a letter to Green Bay Mayor James Schmitt, asking him to require warning labels on food products sold during Packers games at Lambeau Field. It’s almost like they thought Schmitt would side with them instead of the dairy industry. It’s almost like they forgot that Wisconsin’s nickname is America’s Dairyland. Schmitt laughed off the request in an interview with the Milwaukee Journal Sentinel, stating: “We are going to protect and defend the cheese industry. We love our cheeseheads and we love our cheese."
But to an extent it seems clear that, just by setting an impossible primary goal of getting Green Bay to change its cheese friendly outlook, the committee’s secondary goal has to be getting people riled up and talking about our food, our health, and their organization. And would you look at that: mission accomplished.