Chef David Rocco Educates Americans on the Pronunciation of Parmigiano Reggiano

The Parmigiano Reggiano Consortium – the official protection body composed of all Parmigiano Reggiano producers – has launched a new campaign aimed at educating American audiences. Celebrity chef and Dolce Vita host David Rocco will help spearhead the initiative.

The campaign’s goal is to encourage Americans to use the full, correct terminology for Parmigiano Reggiano. Despite the Consortium’s ongoing efforts to emphasise this crucial distinction, there remains an educational gap in the market, with many in the US referring to the authentic, PDO product as 'parm' - a misnomer which can cause consumer confusion when it comes to deciphering the real deal, Parmigiano Reggiano, from other Italian-sounding hard cheeses. This shorthand not only diminishes the value of this prized cheese but also fuels confusion, as the term parmesan is often incorrectly used to describe other generic, mass-produced cheeses that do not adhere to the same strict quality standards.

By learning and using the correct terminology - Parmigiano Reggiano - consumers can ensure they are getting the authentic product. This distinction is important not only to maintain the integrity of the cheese but also to honour the craftsmanship of the Italian producers who have been making it for centuries. Furthermore, the promotion of the correct pronunciation of Parmigiano Reggiano, helps preserve the cultural heritage behind this iconic cheese and encourages a deeper appreciation for the care and tradition involved in its creation. 

The competition consists of street interviews hosted by Chef Rocco in New York, engaging passers-by to give their best attempt at properly pronouncing Parmigiano Reggiano on-camera.

The campaign will also feature a social media contest that encourages US audiences to record and share their attempts at pronouncing the iconic Italian cheese’s name, using the hashtag #sayparmigianoreggiano for a chance to win a whole wheel of Parmigiano Reggiano.

The creative Agency behind the campaign is multi-awarded independent agency L&C.