American cheese producers are facing challenges due to EU bans on food products with protected geographical names, leading to potential losses worth $59 billion over 10 years. The European Commission's double standards have been called out, as it allows the production of 'Gruyère' cheese by France despite the name being associated with Switzerland. The US Patent Office has recently allowed the use of the term 'Gruyère' by all cheesemakers, supporting the right of any company to produce and sell the cheese under this name in the US.