Parmigiano Reggiano ‘show’ at Whole Foods

More than 600 ‘wheels’ of Parmigiano Reggiano cheese were cut open at the same time in as many Whole Foods stores
Parmigiano Reggiano ‘show’ at Whole Foods

The spectacular event began from the Whole Foods store in Brooklyn (New York) with the president of the protection Consortium, Giuseppe Alai, who cut a wheel open together with board member Aldemiro Bertolini (President of the Modena branch) and the three-Michelin star chef, Massimo Bottura.

At the same time, the staff of the cheese departments of the other stores of the chain engaged in the same operation amongst the curiosity of thousands of customers who could taste the product and buy it.

This kind of show is particularly appreciated outside Italy, especially in the United States, since it enables – states the Consortium – a direct contact with consumers, which is essential for a full appreciation of the product features since these events are an opportunity to provide information on the tradition and history of a natural product that conquers, also and especially due to its tie with a specific geographical area.

“In many areas – continues the Consortium- the direct relationship with retailers and consumers is an effective way of opposing evocations of Pdo products such as ours, which are allowed by local laws (e.g. the EU started its battle against the use of words like ‘parmesan’ and others in the Usa), but also of attracting more consumers towards the consumption of cheese wedges by showing them how the product looks originally since they are used to seeing it only grated’. It is no accident that Whole Foods has chosen Parmigiano Reggiano cheese amongst all those sold there. The chain indeed seeks and selects suppliers directly in the production area and invests a lot in the training of store staff that becomes familiar with the characteristics of Parmigiano Reggiano, and the correct procedures for serving and preserving it.

The event started in Brooklyn (in the presence of several famous American chefs, Cristina Braguzzi, representative of Antica Formaggeria di Carpi – the exporting company that organized the event in collaboration with the chain and Forever Cheese, the importing company represented for the occasion by Michele Buster) was also preceded by a special meeting, reserved for the press, at the Whole Foods storein Columbus Circle (Manhattan, New York) during which chef Massimo Bottura, owner of Osteria Francescana that boasts three Michelin stars and ranks amongst the top three restaurants in the world, gave life to a moment of haute cuisine to show the versatility of Parmigiano Reggiano.

The event had a remarkable media visibility, also thanks to a competition that involved food bloggers and consumers, inviting them to send a thought dedicated to the king of cheeses. The winners will be awarded a one-week trip to the area of origin of Parmigiano Reggiano cheese.


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