"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.)"
"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.""
The Parmigiano Reggiano Consortium signed with United Talent Agency to arrange product placements of Parmigiano Reggiano in films, television and streaming content worldwide. The effort aims to expose the cheese to international audiences and reinforce its reputation for gastronomical excellence, high-quality ingredients, production and distribution. Parmigiano Reggiano is a hard cow's milk cheese with origins tracing back to the Middle Ages and carries a protected designation of origin limited to Parma, Reggio Emilia, Modena, Bologna and Mantua provinces. The consortium, formally established in 1928 from earlier chambers of commerce initiatives, seeks to promote the cheese's fame, image, reputation, circulation and consumption globally.
Read at Los Angeles Times
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