Crossword Genius

Turned me mad about hard cheese (9)

Ross

I believe the answer is:

emmenthal

I'm a little stuck... Click here to teach me more about this clue!

'cheese' is the definition.
(Emmenthal is an example)

'turned me mad about hard' is the wordplay.
'turned me' becomes 'em' (I can't justify this - if you can you should give a lot more credence to this answer).
'mad' becomes 'mental' (mentally ill).
'about' is an insertion indicator.
'hard' becomes 'h' (abbreviation used in pencil classifications).
'mental' going around 'h' is 'menthal'.
'em'+'menthal'='EMMENTHAL'

Can you help me to learn more?

(Other definitions for emmenthal that I've seen before include "Swiss cheese with holes" , "Hard Swiss cheese" , "Something cheesy" , "Swiss valley giving its name to a cheese" , "Type of cheese" .)

I've seen this clue in The Daily Express.
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