king of cheeses ready for everyone's attention.
The Parmigiano Reggiano Consortium, the governing body of Italian cheese, has reportedly signed a deal with United Talent Agency to pursue product placement opportunities in film and TV projects. According to the statement for Hollywood Reporterthe organization aims to “introduce Parmigiano Reggiano to a wide range of partners.” [and] promote its message of gastronomic excellence and high quality ingredients, production and distribution.”
Formaggio fans know that Parmigiano Reggiano is a hard cow's milk cheese whose origins date back to the Middle Ages. Since the designation of origin is protected, only cheese produced in the Italian provinces of Parma, Reggio Emilia, Modena, Bologna and Mantua can legally be called Parmigiano Reggiano. (That's why the common grated variety that you may remember shaking out of the green spaghetti container as a kid is called Parmesan.)
According to him websiteThe Parmigiano Reggiano Consortium dates back to the early 1900s, when the chambers of commerce of Italian cities sought a way to confirm the origin of the hard cheese produced in their region. The organization was officially created in 1928.
Among the members of the association goals is to “organize and participate in initiatives aimed at promoting Parmigiano Reggiano cheese, increasing its fame, image, reputation, distribution and consumption both in Italy and abroad.”
“Parmigiano Reggiano is not just a symbol of excellence rooted in tradition, but increasingly a truly iconic global brand,” Carmine Forbuso, head of marketing for the Parmigiano Reggiano Consortium, told the Hollywood Reporter. “This partnership with UTA… allows us to connect with new audiences in an original and relevant way. With just three natural ingredients and centuries-old artisanal know-how, Parmigiano Reggiano stands for simplicity, quality and depth, and we are excited to explore new formats and platforms to express this story around the world.”
So move over pasta, Parmigiano Reggiano is looking for a new combination. Perhaps Netflix and night cheese?
