The Parmigiano Reggiano PDO Consortium has launched a campaign in the United States to help consumers differentiate this authentic Italian cheese from its imitators. Dubbed the “Pronunciation Challenge,” the initiative, led by Canadian chef and television host David Rocco, invites Americans to test their ability to pronounce “Parmigiano Reggiano” correctly. Participants stopped on the street and were filmed as they took a shot at the tongue-twisting name, were rewarded with cheese samples, and encouraged to shun misleading terms like “parmesan” or “parm.”
The campaign has already won a star supporter. Whoopi Goldberg, the Oscar-winning actress and an avowed fan of Parmigiano Reggiano, showcased a wheel of the cheese bearing her likeness and the hashtag #sayparmigianoreggiano during a segment on The View, ABC’s flagship talk show. With a live audience of 2.5 million per episode, Goldberg impressed viewers with her near-perfect pronunciation of the “King of Cheeses.”
Social media is also central to the effort. Americans are invited to upload their pronunciation attempts using the hashtag, with prizes including a full wheel of Parmigiano Reggiano for the winner, half a wheel for second place, and three wedges for third.
The United States is the largest export market for Parmigiano Reggiano, accounting for 22.5% of overseas sales. In 2023, over 14,000 tons were shipped across the Atlantic, a 7.7% increase on the previous year. Growth has accelerated in 2024, with a 21.7% rise in shipments during the first half of the year compared with the same period in 2023.
Despite its strong performance, the cheese faces stiff competition in the U.S., representing less than 5% of the hard cheese market. Priced at roughly $20 per pound—double the cost of domestic parmesan—Parmigiano Reggiano remains a choice for the discerning. The Consortium argues that proposed tariffs or trade restrictions on imported dairy would unfairly penalize consumers without genuinely protecting American producers, who dominate 95% of the segment with cheaper alternatives.
To cement its position, the Consortium has bolstered its presence stateside, opening its first U.S. office on July 27, coinciding with its 90th anniversary. The move aims to enhance promotional efforts and ensure the integrity of Parmigiano Reggiano’s identity in a market where authenticity increasingly matters.
