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A cheese maker in the U.S. state of Wisconsin says it will drop the name “Gruyère” from one of its products after pressure from its Swiss parent company and others.
Emmi Roth USA executive Steve Millard said Grand Cru Gruyère cheese will now be known as Grand Cru, reflecting the fact it’s not made in Switzerland.
Names of regions and associated brands are protected under Swiss law to prevent counterfeiting.
Such regional names are not protected in the U.S.