He's a big cheese, so he gets the first question. (Laughter.) Go ahead.

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Is it - you're just a big cheese Oscar nominee, and call up Stevie Wonder and say, hey, can you bring your harmonica?

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By appointing a big cheese to the health job, Mr Obama seems to be defying the gloomy view that the state of the economy rules out such an expensive initiative.

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Ellsworth, about 50 miles southeast of Minneapolis, was named cheese curd capital in 1984 by virtue of the Ellsworth Cooperative Creamery, a big cheese maker that operates 24 hours a day and employs 110 people.

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It uses Provel, a processed cheese made by Kraft that comes in big blocks, and the pies are usually cut checkerboard-style into squares, so many interior pieces have no crust.

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This offering relocates the innards of the Big Mac -- burger, pickle, special sauce, lettuce, cheese -- in a tortilla to create a small burger-burrito hybrid.

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Other options include frozen or regular yogurt topped with dried fruit and nuts, a big slice of banana bread and milk, or even a bowl of pasta tossed with olive oil and parmesan cheese.

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Darrell Duthie, an analyst at Mees Pierson, a Dutch bank, points out that only a few of the businesses the American distribution chain and Europe's cheese in particular are big enough to enjoy economies of scale in their own right.

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