Parmigiano Reggiano Consortium Launches Pronunciation Challenge with Chef David Rocco
Source: DairyNews.today
The Parmigiano Reggiano Consortium, the governing body representing all 300 producers of the iconic cheese, has unveiled a playful new campaign aimed at educating U.S. consumers. Dubbed the Pronunciation Challenge, the initiative seeks to highlight the authenticity of Parmigiano Reggiano and differentiate it from imitators often found on supermarket shelves.
Fronting the campaign is celebrity chef and television personality David Rocco, best known for his globally acclaimed series David Rocco’s Dolce Vita.
A Fun Approach to Education
The Pronunciation Challenge centers on street interviews in New York, where Chef Rocco engages passersby to attempt pronouncing “Parmigiano Reggiano” correctly. Participants, whether successful or not, receive cheese samples as a reward for their effort.
The campaign extends to social media, encouraging Americans to post their own pronunciation attempts using the hashtag #SayParmigianoReggiano. Winners will be chosen through a sweepstake, with prizes ranging fr om a full wheel of Parmigiano Reggiano for first place, to a half wheel for second place, and three wedges of the cheese for third.
The campaign launched on November 7 and runs until November 25, aiming to promote the proper use of the cheese’s full name instead of the commonly misused term “parmesan.”
Promoting Authenticity and Brand Protection
The challenge highlights the Consortium’s broader mission of protecting the Protected Designation of Origin (PDO) status of Parmigiano Reggiano. The organization emphasizes the importance of traceability and brand integrity, particularly in markets outside the European Union wh ere imitation products often compete with authentic offerings.
Parmigiano Reggiano is the most awarded PDO cheese globally, with its signature dotted rind and identifying casein plate ensuring authenticity. Each wheel undergoes rigorous quality testing at 12 months of aging, with certification granted only if it meets strict EU and Ministry standards.
About Chef David Rocco
Chef David Rocco, a global culinary icon, is known for blending food, travel, and cultural exploration in his hit TV shows, including Dolce Vita and its spin-offs across Asia, Africa, and Italy. A trailblazer in food television, Rocco’s work bridges cultures and celebrates the universal joy of sharing meals.
Rocco is also an accomplished author, wine entrepreneur, and motivational speaker, expanding his influence beyond food into lifestyle and inspiration. His involvement in the Parmigiano Reggiano campaign brings star power and a relatable face to the initiative, engaging audiences worldwide.
For more information on the campaign, visit Parmigiano Reggiano.
A Fun Approach to Education
The Pronunciation Challenge centers on street interviews in New York, where Chef Rocco engages passersby to attempt pronouncing “Parmigiano Reggiano” correctly. Participants, whether successful or not, receive cheese samples as a reward for their effort.
The campaign extends to social media, encouraging Americans to post their own pronunciation attempts using the hashtag #SayParmigianoReggiano. Winners will be chosen through a sweepstake, with prizes ranging fr om a full wheel of Parmigiano Reggiano for first place, to a half wheel for second place, and three wedges of the cheese for third.
The campaign launched on November 7 and runs until November 25, aiming to promote the proper use of the cheese’s full name instead of the commonly misused term “parmesan.”
Promoting Authenticity and Brand Protection
The challenge highlights the Consortium’s broader mission of protecting the Protected Designation of Origin (PDO) status of Parmigiano Reggiano. The organization emphasizes the importance of traceability and brand integrity, particularly in markets outside the European Union wh ere imitation products often compete with authentic offerings.
Parmigiano Reggiano is the most awarded PDO cheese globally, with its signature dotted rind and identifying casein plate ensuring authenticity. Each wheel undergoes rigorous quality testing at 12 months of aging, with certification granted only if it meets strict EU and Ministry standards.
About Chef David Rocco
Chef David Rocco, a global culinary icon, is known for blending food, travel, and cultural exploration in his hit TV shows, including Dolce Vita and its spin-offs across Asia, Africa, and Italy. A trailblazer in food television, Rocco’s work bridges cultures and celebrates the universal joy of sharing meals.
Rocco is also an accomplished author, wine entrepreneur, and motivational speaker, expanding his influence beyond food into lifestyle and inspiration. His involvement in the Parmigiano Reggiano campaign brings star power and a relatable face to the initiative, engaging audiences worldwide.
For more information on the campaign, visit Parmigiano Reggiano.
