• IN PERSON
    IN PERSON
  • ON CAMPUS
    ON CAMPUS
  • IN BUSINESS
    IN BUSINESS
  • ON TARGET
    ON TARGET
INFO

Founded by Professor Freddy Tran Nager, Atomic Tango is an L.A.-based marketing-and-media firm that fuses creativity and strategy to stir the imagination and leave the competition shaken.

INQUIRIES
Atomic Tango
11301 W. Olympic Boulevard #445
Los Angeles, California 90064-1653
  • Twitter
  • LinkedIn

All site contents ©2022 Atomic Tango LLC
Made in Los Angeles

CONTACT INFORMATION
River Street, Blue Building
5690-970 New York City
+1 234 567 890
9-13 & 14-19
hello@verve.com
LATEST TWEETS

Could not authenticate you.
  • IN PERSON
    IN PERSON
  • ON CAMPUS
    ON CAMPUS
  • IN BUSINESS
    IN BUSINESS
  • ON TARGET
    ON TARGET
logo
To Blog

Making America Grate Again: The DIY Parmesan Cheese Adventure

February 20, 2017
-
Materialism
-
No comments
-
Posted by Freddy Tran Nager

by Freddy Tran Nager, Founder of Atomic Tango + Cheese Addict…

Raise your fork if you like your spaghetti to look like a blizzard hit it. OK, maybe that’s just me, but I think every entree tastes better with a snowcap of Parmesan cheese: salads, soups, savory sauces — if it calls for salt, I prefer the cheesy substitute.

But like many people, I was alarmed to read about the amount of wood pulp (cellulose) hiding in grated Parmesan. Granted, cellulose is a common ingredient that keeps cheese from clumping — and who wants clumped cheese? — while adding fiber to your diet. According to one cheese technologist (gotta love that job title!), an “acceptable” level of cellulose is 2-4%. But tests commissioned by Bloomberg magazine found levels as high as 8.8%:

Cellulose Content of Tested Cheeses (per Bloomberg)

  • Essential Everyday 100% Grated Parmesan Cheese from Jewel-Osco: 8.8%
  • Wal-Mart Stores Inc.’s Great Value 100% Grated Parmesan Cheese: 7.8%
  • Kraft Grated Parmesan: 3.8%
  • Whole Foods 365: 0.3%

Even more glaring, an FDA investigation found that now-bankrupt producer Castle Brands (once sold in Target and other stores) manufactured “grated Parmesan” that contained less than 40% actual “cheese product” — the rest consisted of various fillers, including wood pulp. As for that “cheese product,” it contained no actual Parmesan, but trimmings of leftover cheddar and other inexpensive cheeses. The Castle Brands President ultimately pled guilty and received 3 years probation, a $5000 fine, and 200 hours of community service. Compare that to the sentence that comedian Tommy Chong received in 2003 for simply making and selling bongs: 9 months in prison, a $20,000 fine, and forfeiture of $120,000 in assets

So I wouldn’t exactly call Castle’s “punishment” much of a deterrent.

As a result of all this exposure (thank the gods for the free press and government regulators!), I stopped buying grated Parmesan — not so much to avoid cellulose, but rather to avoid getting ripped off. As a cheese junkie, I want my supplies pure and uncut.

Sacrificing For The Grater Goods

Every grocery store sells blocks of pure Parmesan, and I’ve got two fully functional hands that spend most of their time tapping on a keyboard. Time to put them to real work.

Since I didn’t own a grater, at first I used a potato peeler. Slivers and slices of Parmesan taste amazing — better than any potato chips. But peeling cheese takes a LOT of time — something I truly value and don’t have much of. So I decided to invest a few precious hours into buying a cheese grater. Why hours instead of just logging onto Amazon and buying with a click? Because shopping for a cheese grater gave me an excuse to explore the capitalist equivalent of the great pyramids of Egypt:

IKEA

And not just any IKEA, but the new 456,000-square-foot IKEA in Burbank, California — the largest IKEA in America. In case you’re wondering, that’s about the size of 8 football fields.

What’s more, to get the full experience, I went on a Sunday. And as anyone who lives in L.A. knows, unless you love mob scenes, you don’t even go grocery shopping on a Sunday.

Sure enough, the traffic just getting into the IKEA parking lot resembled a caravan of sports fans trying to enter a stadium. But no event waited at the other end of this car crawl — just shopping, America’s favorite pastime. Fortunately, IKEA had hired some Burbank police and a small legion of traffic directors (yay, American jobs), so I soon claimed one of the 1,700 parking spaces. I then joined the throngs migrating into the cavernous Vault O’ Cheap Furnishings, with its 600-seat restaurant and more than 50 “room settings” (picture museum displays of new things you should BUY NOW!). Of course, there were lines for everything — from Swedish meatballs to the restrooms — but it all flowed remarkably smoothly.

I finally came across the cheese graters, and as this IKEA promises, there were CHOICES:

IKEA cheese graters

Being no judge of grate-ness, I chose the Chosigt (see the photo by IKEA at the top of this article). I like the integrated container and the overall appearance, though it could use a higher quality plastic or even glass.

By the way, the IKEA website now identifies the product designers, and I’m obviously all for giving creative professionals credit. So here’s a high-five to Chosigt designer Sue Pryke, a graduate of the Royal College of Art and an IKEA Design Consultant for 22 years. She also has her own design studio in England and a retail store online.

Of course, having made the trek and survived the crowds, I also wound up buying a few other items with Swedish names that sprained my tongue. Time to test my purchase and appease my palate…

On To The Cheese!

As mentioned, nearly every grocery store sells wedges of hard Parmesan. I’m a devout Trader Joe’s cultist, and they also offer choices. (Gotta love American retail.) The store brand Trader Giotto’s Parmesan Cheese is $6.49/pound and tastes perfectly fine to me, but it’s made from Wisconsin milk, and Italian cheese makers hate non-Italian producers appropriating Italian regional names. “Parmesan” refers to Parmigiano-Reggiano — cheese from Parma, Italy and neighboring regions. That’s why the European Commission bans the use of “Parmesan” and “Parmigiano-Reggiano” for cheeses made in other areas.

Of course, American companies do whatever they want.

In support of artisans and their brands, I upgraded to Parmesan Grana Padano from Italy (like Parmigiano-Reggiano, but made differently). Pricier at $10.99/pound, it has a more crumbly texture (the Trader Giotto’s is more rubbery) and is also a bit saltier.

Either option is far better than the mass-processed grated stuff. With my novice grating skills, filling the Chosigt container with 100% real Parmesan took about 5 minutes — time well spent. Note: grating is far messier than peeling, so I do it atop a chopping board to save the stray pieces (no cheese goes to waste around here).

And if I ever miss the wood pulp, I figure I can always copy my cats and gnaw on a houseplant.

Tags
cheesedesigngraterIKEAProduct ReviewsretailshoppingTrader Joe's
PREVIOUS POST
Ask Freddy: Why Do Some Websites Still Show Sold-Out Products?
NEXT POST
I Can’t Bear To Look: Why Johnny Can’t Write

Freddy Tran Nager

Let’s hear it for uncommon sense: that inner itch that inspires us to stray from the herd, ditch the training wheels, and leap into the fast lane. After all, it’s the risk takers who get featured and interviewed. No one ever remembers who won “honorable mention.” And in today’s saturated marketspaces, the greatest risk is taking no risk at all.

So whether you’re seeking enlightenment or just entertainment, pull up an Eames, pour yourself a cold one, and enjoythe latest uncommon sense — and our 2 cents — from Atomic Tango Founder & Professor Freddy Tran Nager and friends. Our 300+ posts are sometimes serious, satirical, skeptical, even silly, but never stale.

Subscribe To Our Free Newsletter
Don't miss a beat — subscribe to the Atomic Tango Marketing Forensics newsletter. From case studies to critical analysis, each issue goes behind the hype to reveal what’s new, what’s noteworthy, and what’s nonsense in marketing and media — plus,mandatory martini recipes. No fees. No commitments. No regrets. All good stuff. Note: you must be over 18 to subscribe.
Follow Atomic Tango On Twitter

Invalid or expired token.

Leave a Comment

Your feedback is valuable for us. Your email will not be published.
Cancel Reply

Please wait...
Submit Comment →

Related News

Other posts that you should not miss
SkyMallToilet

SkyMall: I Must Have Been High When I Bought This

May 31, 2011
-
Posted by Raegan Thurlow
by Raegan Thurlow, Part-Time Fashionista; illustration by Mark Armstrong Editor’s Note: In-flight magazines deliver captive audiences, of course. When you’re waiting for your plane to take off… and waiting… and waiting… and while you’re at it, waiting some more… and all your electronic devices are supposed to be turned off… and the guy next to […]
Read More →
Materialism
3 MIN READ
Worn & Wound Watch Straps

It’s About Time: WORN & WOUND Shows How To Do Content Marketing Right

December 17, 2016
-
Posted by Freddy Tran Nager
by Freddy Tran Nager, Founder of Atomic Tango + Amateur Horologist… I dig on wristwatches: reading about them, window shopping them, and occasionally adding an unusual artifact to my modest collection. For a while I collected vintage Russian watches, which are usually mechanical (no batteries) and remarkably cheap. Since many don’t come with bands, I […]
Read More →
Marketing, Materialism
5 MIN READ
Denny's Maple Bacon Sundae

Pig Nation: Denny’s Maple Bacon Sundae

April 17, 2011
-
Posted by Freddy Tran Nager
by Freddy Tran Nager, Founder of Atomic Tango + Rehabbed Bacon Addict… Nice to see American capitalist ingenuity focused on what’s important: Finding new ways to help Americans socialize Finding new ways to help Americans become Goodyear blimps
Read More →
Materialism
1 MIN READ
NEWSLETTER
Subscribe for free advice and attitude about marketing, media, and other mischief.
LATEST POSTS
  • January 24, 2019
    What’s The Deal With Influencer Marketing? The Complete Interview
  • May 26, 2021
    Apocalyptic Prose And Poetry: An Unexpected Zombie Treat
  • February 1, 2021
    Micro-Raving: A Saga Of Brand Prejudice And User Experience Gone Wrong
  • January 16, 2021
    “Did You Hear…?” How Musicians Can Leverage Word Of Mouth
CONNECT

All site contents ©2022 Atomic Tango LLC

Made in Los Angeles
Making America Grate Again: The DIY Parmesan Cheese Adventure - Atomic Tango - Creative Strategy For The New Marketspace