Pinup girls promote French cheese

Looking for an unusual Christmas present? Well the Association fromage de terroir might just have the answer.

It's a non-profit organisation set up in 2001 to support France's cheese makers and retailers and help them "educate the public and the industry in general".

And for the sixth year in a row it has produced a calendar giving cheese rather a different angle.

It is, as the Association describes on its website, both "cheeky and sexy" (there's no denying that) with the 12 pinup girls striking poses which apparently follow the course of French history throughout the centuries from the Middle Ages to the present day.

The intention, according to the Association is to "celebrate not only the role of women in the tradition of cheese-making but also to emphasise the importance of France's gastronomic heritage in which cheese has played an important part."

Of course in France wine and food are an integral to the country's history and culture and that was undoubtedly very much in the minds of Unesco experts last week when they decided to recognise French gastronomy as a world treasure.

And cheese is undeniably an essential part of that gastronomic heritage.

France is well known for the diversity and number of cheeses, and there are plenty of quotes to back up that up including most famously former president Charles de Gaulle's 1962 quote, "How can you govern a country which has 246 varieties of cheese?"

Proceeds from the sales of the 2011 calendar will help the Association (in its own words) "to continue the fight to maintain biodiversity, which guarantees the beauty of our land and the quality of our cheeses."

It puts forward a whole argument about independence, freedom of speech and the threat to France's small producers of high quality cheeses from multinationals flooding the domestic market with cheaper alternatives (you can read all about it on the website).

Screenshot from YouTube, "Making of the 2010 calendar"

But is the Association's claim that its calendar "promotes the art of the French life style" really anything more than jumping on the "sex sells" bandwaggon as a way of the ends justifying the means?

After all the link between Géraldine Gruyère, Estelle Livarot, Adeline Camembert and the nine other lasses is pretty flimsy (apart from the creative surnames) if not downright non-existent to say the least.

Still it isn't the first time, and certainly won't be the last, that an image of a pretty woman is used that has little or nothing to do with the product or service that is being promoted.

The calendar can be purchased from the modest price of €18.75 from the Association's website.