Parmigiano Reggiano launches three-year EU co-funded marketing campaign
The campaign will span display and TV advertising, social media, collaborations with high profile influencers and Parmigiano Reggiano’s brand ambassador Gennaro Contaldo, as well as participation at key events and press office activity, to deliver a consistent message to UK audiences.
President of the Parmigiano Reggiano Consortium, Nicola Bertinelli, commented: “We’re delighted to have the support of the EU in our continued efforts to educate UK trade and consumer audiences on Parmigiano Reggiano’s excellence, inspiring both professional chefs and home cooks on new ways to enjoy this incredibly versatile cheese, which carries such phenomenal craftsmanship and heritage with it.”
Over 4,091,144 wheels of Parmigiano Reggiano are produced yearly, with 62,429 tonnes of Parmigiano Reggiano being exported annually. As of 2022, there are 305 dairies in a small region of northern Italy producing the cheese, still using the same heritage methods that have been trusted in its production for centuries. The campaign aims to enhance UK consumers’ knowledge of what makes Parmigiano Reggiano so unique and special.
Today, Parmigiano Reggiano is produced as it was almost 1,000 years ago, using the same three ingredients – milk, salt and rennet – and the same craftsmanship and production techniques. It is the only cheese that can legally be called ‘Parmesan’ and the collaborative three-year campaign between the Consortium and the EU aims to strengthen this message.
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About Parmigiano Reggiano
Parmigiano Reggiano is a Protected Designation of Origin (PDO) product and one of the oldest, richest cheeses in the world. Made in a small area of northern Italy – including the provinces of Parma, Reggio Emilia, Modena, and parts of Mantua and Bologna, Mantua to the right of the Po River, and Bologna to the left of the Reno River – it has undergone very little change to the production process and is essentially still produced the same way it was 1,000 years ago.
Parmigiano Reggiano is made with only three ingredients - milk, salt, and rennet – and therefore contains no additives, only natural bacteria. To create its distinctive taste, the cattle have a specific diet, and Parmesan has a minimum maturation period of one year, but it can mature for much longer, even up to 60 months or longer.
Parmigiano Reggiano is the only cheese that can be legally called “Parmesan”. Other Italian hard cheeses may be mistaken for Parmesan due to their shape, but as they are not produced under Parmigiano Reggiano’s exact conditions and area of origin, they cannot be called Parmesan under EU and UK law.
For more information on Parmigiano Reggiano, visit tasteurope.eu