>Parmigiano wheels at the beginning of the aging process. The casein label where the p-Chip is inserted is visible on top. The caption on the photo still says that the label, which is made of casein (a milk protein), is where the chip is inserted. The cheese does not contain the single chip much less many chips spread throughout the cheese. I'm not worried about that. RFID/NFC chip labels have been used in many products over the years. I've had quite a few of these RFID labels fall out of books at the bookstore because they often just stick them in there between some pages. Sometimes they are stuck to the inside of the back cover though. It's nothing new and such "tracking" is not any different than what all the package carriers do except that the package carrier has your name, your address and the information about who shipped the package to you. When they deliver your package, they get a GPS location of your address, often take a picture of the package on your doorstep and even walk onto your property to deliver it. Wouldn't that be much more concerning than a label on some cheese that never actually makes it into your possession?