In today's Health Matters, a Washington DC group is paying to put up a billboard blasting cheese as being bad for your health.
The billboard is intended to target packers fans heading up Wisconsin's highway 41 going to Lambeau field.
Anti-cheese advocates are offering up the grim reaper wearing a cheese hat, and the warning, cheese can sack your health.
They say cheese and other dairy products are the biggest contributor to saturated fat to the American diet. The group is pro-vegan and does not endorse any animal derived products in the diet.
Cheese consumption in the United States is about three times higher than it should be at nearly 33 pounds per person a year.