The Parmigiano Reggiano Consortium has launched the “Pronunciation Challenge” campaign in the United States, with the aim of helping consumers distinguish the original PDO product from imitations on the market. Led by Canadian chef David Rocco, the initiative invites passers-by to correctly pronounce “Parmigiano Reggiano”, offering flakes of the cheese as a gift. The campaign aims to avoid the use of terms such as “parmesan” and “parm” that do not represent the original product.
Actress Whoopi Goldberg supported the campaign on “The View,” showing a wheel of Parmigiano Reggiano with her face on it and promoting the hashtag #sayparmigianoreggiano. The campaign also features a social media contest where participants share their pronunciation attempts to win prizes, such as a whole or half wheel of Parmigiano Reggiano.
The United States is the main foreign market for Parmigiano Reggiano, with over 14.000 tons exported in 2023, equal to 22,5% of the Consortium's total exports. In the first half of 2024, exports to the USA grew by 21,7% compared to the same period of the previous year. Parmigiano Reggiano covers approximately 5% of the US hard cheese market and is sold at an average price of $20 per pound, double the local alternatives that occupy the remaining 95% of the market. The campaign aims to strengthen the recognition of Parmigiano Reggiano and protect its presence on the American market, given the possibility of future restrictions on the trade of dairy products.
