The king of cheeses is ready for the spotlight.
The Parmigiano Reggiano Consortium, the governing body of the Italian cheese, has reportedly signed with United Talent Agency in order to pursue product placement opportunities in film and TV projects. According to a statement to the Hollywood Reporter, the organization is looking to “introduce Parmigiano Reggiano to a wide pool of partners [and] further its message of gastronomical excellence and high quality ingredients, production and distribution.”
The formaggio faithful know that Parmigiano Reggiano is a hard cow’s milk cheese that can trace its origins back to the Middle Ages. Because it has protected designation of origin, only the cheese made 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 you may remember shaking out of a green container onto some spaghetti as a child is called Parmesan.)
According to its website, the Parmigiano Reggiano Consortium traces its roots back to the early 1900s when the chambers of commerce in Italian cities were looking to establish a way to authenticate the origin of the hard cheese produced in their region. The organization was formally established in 1928.
Among the association’s objectives is to “organize and take part in initiatives aimed at promoting ‘Parmigiano Reggiano’ cheese, at enhancing its fame, image, reputation, circulation 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, Parmigiano Reggiano Consortium’s head of marketing, said to the Hollywood Reporter. “This partnership with UTA … allows us to connect with new audiences in an authentic and relevant way. With just three natural ingredients and centuries of artisanal know-how, Parmigiano Reggiano stands for simplicity, quality and depth and we’re excited to explore new formats and platforms to express this story globally.”
So move over, pasta, Parmigiano Reggiano is looking for a new kind of pairing. Netflix and night cheese, perhaps?
