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China's cheese market is booming as more diners in the nation take their first bite of this still relative newcomer to their plates, offering golden opportunities to cheese producers across the globe.

The nation's cheese imports totaled $139.26 million in 2011, up from $105.45 million the previous year, and $69.77 million in 2009, according to the Italian Trade Commission.

"Both foreign producers and domestic dairy giants are sending positive signals. More foreign brands want to come in, and sales in China are growing rather fast," said Han Jin, general manager of Shanghai Roria Trading Co, a local distributor of imported food.

Han's company sold 40 metric tons of imported cheese in 2009, and the figure rocketed to about 100 tons in 2011.

Entrepinares from Spain and Parmalat from Italy, both dairy giants in their own countries and globally, have been cooperating with Roria.

Parmalat saw its annual sales in China increase by more than 100 percent in the past year.

"The nation's consumption of cheese is growing at a stunning speed," he said.

Before 2008, all that Han knew about cheese was sweet-flavored milk extract produced in the Inner Mongolia autonomous region.

That is why he almost vomited when he had his first bite of Parmesan cheese from Italy. But he soon found the taste very attractive.

And with the rapid expansion of fast-food chains such as Pizza Hut and McDonald's, most people have tasted cheese, and can accept it. In addition, with more bars, cafes, bakeries, and high-class restaurants and hotels opening in China, more people are adapting their palates to Western tastes.

Leo Liu, a cheese trader who runs an online store on Taobao.com, China's biggest e-commerce website, said mozzarella and cream cheese from New Zealand are his best sellers. He sold almost 3,000 packs of mozzarella last month, priced at 20 yuan ($3) a pack.

"Young people are buying cheese to cook pizza at home. It is not expensive, and gives a feeling of a Westernized lifestyle, which is chic," he said.

Ji Haiyan, a senior account manager at Foodgears (Shanghai) Trading Co, said there were more important reasons for Chinese people to purchase imported cheese.

"People are concerned about food safety, especially dairy products, after the melamine scandal," she said.

Melamine-tainted milk killed six infants and left more than 290,000 with kidney damage in 2008, making the whole country question the quality of domestically produced dairy products. After a decline in sales and more efforts in quality control, the cost of milk has surged.

Considering the appreciation of the yuan, improving living standards, and the rising cost of milk, as well as people's concerns about food safety, now is definitely a good time for foreign cheese producers.

Simone Ficarelli, head of international activities at Italy's Parmigiano Reggiano Cheese Association, said it has been working since 2003 to promote cheese in China, and the region's Parmesan cheese is now available in many supermarkets, restaurants and hotels.

Questions:

1 .What food producer is eyeing China's growing market?

2. How much of this product did China import in 2011?

3. How much mozzarella and cream cheese from New Zealand were sold at one Taobao store?

Answers:

1. Cheese producers across the globe.

2. $139.26 million in 2011.

3. Almost 3,000 packs of mozzarella last month.

（中國日報網英語點津 Helen 編輯）

About the broadcaster:

Nelly Min is an editor at China Daily with more than 10 years of experience as a newspaper editor and photographer. She has worked at major newspapers in the U.S., including the Los Angeles Times and the Detroit Free Press. She is also fluent in Korean.