When football and foodie raconteur The Gurgling Cod declared November Pimento Cheese Awareness Month, I was intrigued. All I knew about pimento cheese was that it was the stuff sold in small jars next to the Velveeta and that you’d see it in Southern cookbooks, often served on crustless white bread. I figured it was something reserved for ladies who lunch and The Masters. Turns out, people take pimento cheese very seriously.