The next sentence: ¿Qué fecha es hoy?
You ask somebody holding a proper paper diary, and he opens it to look up the date. At the top the book has a notch where his bookmark always sits (qué). Then he says that today is the day he is going to eat rich cheese, because it is so good (fecha).
He eats it all up (es) until he ends up making noises like an owl (hoy).