A few informative hints on the celebrations of its 70th anniversary at the agri-business exhibition

Reggio Emilia, 6 May 2004 – The Consortium for Parmigiano-Reggiano cheese participates in Cibus in Parma with a large 150 square meter stand to present its decades-old history. The topic is particularly significant because this year sees the celebrations for the 70th anniversary of the Consortium, which has committed itself in the protection of its mark, quality and thereby consumers since 1934.
Besides offering the usual overview of the features of Parmigiano-Reggiano cheese and numerous tastings, the stand for Cibus spotlights the activities of protection and promotion carried out by the Consortium in these 70 years of life and the role of such actions in spreading the knowledge of the “king of cheeses” worldwide.
The explanation of the processing steps by means of “video-books” and the illusion created by mirrors of an endless series of cheese shelves, like in an authentic maturation room, are part of the Consortium’s communicative vocation.
Thanks to the support of multimedia audio and video systems, located throughout the exhibition area, some publicity materials from the past are displayed just as a hint of the much wider range of posters, press campaigns, TV commercials and radio messages that will make up one of the celebrative events that is planned on occasion of the Consortium’s 70th birthday.
The materials presented at Cibus are the TV campaigns of 1985 and 1993, black and white posters, some radio promotional messages and the world-famous commercial of the crasher-cow.
With regards to the 70th anniversary’s celebrations that will take place in September and October, there are five appointments scheduled, one in each province of the cheese production area with a complete overview of all the activities undertaken by the Consortium.
In particular, the conference entitled "The Evolution of Advertising Communication for Parmigiano-Reggiano Cheese” will be held in Modena and will present the new commercials for the years 2004-2006.
During Cibus, the expectations will grow due to the advance information on the events that will be not only occasions to celebrate the Consortium, but also true didactic moments to keep in touch with the origins of communication.


Consorzio del Formaggio Parmigiano-Reggiano
Press and Foreign Relations Office
in collaboration with Centro Stampa - Bologna

Igino Morini – Consorzio del Formaggio Parmigiano-Reggiano
tel. +39 0522 700230; fax +39 0522 700240; mobile 335 6522327