OK, it's another plug for Rainbow's Cheese Department (I swear, I do not work there!), but I was by there today and they were giving out free "Cheese Pride" buttons, with the aforementioned slogan, a picture of a wedge of cheese, a smiling cow cartoon and a banner saying "rainbow grocery cooperative".
They also had some new epoisses ($10.95 a wheel!) in stock, in case you need another excuse to go there.
Now I ask you... if they weren't serious about cheese, would they have printed up these buttons???