Next, the ridiculous. I was at Safeway to acquire cheap club soda, so I decided to pick up sharp cheddar for quiche while I was there (more on the quiche later).
I discovered that most of Safeway's cheese is inedible. It is rubbery, and, when prodded with a finger, bounces happily back like a squeezed nerf ball. GROSS. So I headed to the "gourmet" cheese display. There I found a selection of exactly the same cheeses, dressed in their Sunday best. These cheeses are in fact Lucerne (Safeway's everyday brand) repackaged as Primo Taglia (Safeway's upscale brand, designed to look Italian - and marked up 200% or so). Unsurprisingly, these fakers still fail the nerf-poke test.
So, why not try a non-Safeway brand? Because at Safeway, eight ounces of Canadian cheddar will set you back $14. That's right kids, $28 a pound. USD. And it's either that or Safeway brands. So I left.
(PS - I went to the local and got organic cheddar from Marin County for $5 a pound, and it was awesome.)