Live true

I loved this advertising for Roquefort cheese when I came across it at the motorway service station by the Millau viaduct.

The images are natural and wholesome. The slogan is great - Vivre vrai : live true. But what I really liked was the story - a true celebration of provenance.

"Here nature, ewes and men live together in intelligence since many centuries in order to perpetuate with passion this precious collective heritage. This ancestral know-how is transcribed in the specifications of the Roquefort designation since 1925.....

These promises are numerous and precious! In a fast changing world, where tastes get standardised, the Roquefort cheese is a real moment of pleasure, a genuine encounter with a land, with men and women, with a history, gathering around a common culture for gastronomy. this what men and women of the Roquefort sector invite you to discover .."

Roquefort was the first product to achieve Appellation status in 1925, 10 years before the first wine (Chateauneuf-du-Pape).