Brunost to the mix for a more pronounced taste. The local trader Ole Kongsli liked it so much he thought there might be a market for the product in the capital, Oslo. He started exporting it to his business contacts in Oslo under the name Gudbrandsdalsost ("Gudbrand Valley Cheese"), and it became so successful that it contributed significantly to the economy of the region, thus helping Gudbrandsdalen out of recession. In 1933, aged 87, Hov received the King's Medal of Merit ("Kongens fortjenstmedalje") for her contributions to Norwegian cuisine and economy. In modern times, the world's largest producer of brunost is
5 A Day in the winter of 2002–2003, and received some adverse media attention because of the high and rising costs of fresh fruit and vegetables. After ten years, research suggested that few people were meeting the target. The campaign has come under criticism from Channel 4 because of government failure to prevent the food industry from claiming that their products constitute part of a five a day despite having added salt, sugar or fat. In April 2014, a study by University College London concluded that '5 a day' was not enough and that a healthy diet should contain 10 portions of fruit