Producers from Brittany, with the support of consumers, have made allegations against cheese sellers and 38 Leclerc hypermarkets, which they accuse of having sold and distributed cheese originating in New Zealand or Germany, and passing it off as Emmental, which the EU had approved as a PGI product (Protected Geographical Indication). This means that only cheese produced in the Emmental region may be sold as Emmental. The hypermarkets are alleged to have sold grated emmenthal since January under the label "Land and Tradition" at the damagingly low price of FF24.15 per kilo.