Helmut Newton’s perfect cheese photography

24 Oct

When I think of photographer Helmut Newton I think of fashion. More specifically, I think nudie, rudie Vogue-like fashion. Which is cool, if you like that kind of thing, but I prefer food, in particular cheese.

So I did not expect the man responsible for (potentially not workplace-friendly)  this and this to be taking photos of this:

Perfect Cheese Co Parmigiano

And yet Berlin-born Newton, who served in the Australian army and became a citizen of our fine country in 1946, is credited as the photographer of the 1955/6 Perfect Cheese Co. Silver Anniversary souvenir booklet:

Perfect Cheese Co Souvenir Booklet

You might know the Perfect Cheese Co. better as Perfect Italiano which is what it became in 1996. But, back in the 30s, way before it was part of multi-national Fonterra, the Perfect Cheese Co. was a small family-run operation started by one Natale P Italiano and his lovely wife Maria. Here they are, photographed by Newton:

Natale and Maria Italiano, Perfect Cheese CoBy the time this booklet came out, the Perfect Cheese Co. was known throughout Australia and was doing very well for itself – having increased production from 2,000 pounds in 1930 to 900,000 pounds in 1954. According to Randazzo and Cigler, the company is also credited with pioneering sheep-milk production and producing the first pecorino cheese in the country.

The souvenir booklet – which you’ll find at the State Library of Victoria  – is well worth seeking out. In both English and Italian it shows just how close the Italianos were to the Italian migrant community they primarily, but not exclusively, served. Who else would have a Catholic priest write the dedication to what is essentially a marketing exercise?

At the same time, they weren’t limited by the dairying traditions they knew from the old country. Amongst the mozzarella and the ricotta, you’ll also find fetta in brine, kasseri and grated cheese in little packets. More evidence to support the fact that success in the food industry for Italians in Australia came from adapting to a new market, not exporting food traditions wholesale.

As for Helmut Newton, who knew you could go from fetta to fashion (or pecorino to near-porn) in the span of a single lifetime…

Bibliography

  • Helmut Newton Foundation . “Biography.” Helmut Newton Foundation. <http://www.helmut-newton.com/helmut_newton/biography/> (24th October 2011).
  • Perfect Cheese Co. Perfect Cheese Co. – Silver Anniversary 1956, South Melbourne, Vic. : Freelance Press,1955.
  • Randazzo, Nino & Cigler, Michael. The Italians in Australia, Melbourne : AE Press, 1987. 
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One Response to “Helmut Newton’s perfect cheese photography”

  1. J Hinwood October 24, 2011 at 2:01 pm #

    See more of Helmut Newtons original commercial photography at the exhibition ‘As Modern as Tomorrow’ on at the State Library of Victoria.
    http://www.slv.vic.gov.au/event/modern-tomorrow

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