Parmigiano Reggiano at Expo 2015

The Parmigiano Reggiano Cheese Consortium will be present at the Universal Exposition throughout its entire duration with dedicated areas and activities

Reggio Emilia, 27 April 2015 – The eagerly awaited opening of Expo 2015 is set to take place Friday 1 May in Milan, and the Parmigiano Reggiano Cheese Consortium will be present throughout the entire length of the event with numerous activities and collaborations.

Expo 2015 is a hugely important opportunity for the agri-food tradition and culinary excellence in our country – says Riccardo Deserti, director of the Consortium – and it is with this in mind that Parmigiano Reggiano will be actively participating to raise awareness amongst the visitors, who will be coming from all over the world, and to promote the culture of our entirely natural product characterised by inseparable ties to its area of origin.

In particular, the Consortium will have its own area and exclusive merchandising rights within the “Coop – Future Food District”, a 2,500 m2 space offering visitors a new buying experience thanks to state-of-the-art technology designed to fully inform the consumer and raise awareness of supply chains. From May to the end of October, the public will be able to attend daily tasting sessions here, where multi-lingual staff will be engaged in providing full information. For an even fuller visitor experience within the FFD, a different Parmigiano Reggiano producer will be invited daily to present their own business in person and to offer their product for sampling.

The presence of the product will be important – continues the Consortium directorbut what we are particularly enhancing is the human factor and the artisan quality of the product, which distinguish it and make it unique; this will be possible thanks to more than 70 producers who will be participating in person in Milan and welcome the visitors who are willing to see and experience the King of cheeses in the making.

It would be unthinkable for the "Cibus è Italia" pavilion, showcasing Made in Italy and our nation’s top grade produce, to miss out on Parmigiano Reggiano. Within the space, a walk-through museum will be created with multimedia resources and materials relating to the history, production and characteristics of the product.

Various initiatives promoting the culture of our region and product will run over the six-month period and, in particular, from the 9-14 September the Emilia Romagna “Piazzetta” will host a “Parmigiano Reggiano Week”, when events and tasting sessions will be organised over six days. Other opportunities to sample Parmigiano Reggiano will be organised in collaboration with the Slow Food international association.

We are expecting Expo to bring visitors from the world over – concludes Deserticoming to discover the great heritage so characteristic of our peninsula; our hope is that having the product in Milan will give visitors the desire to come and visit the area of origin to live and breathe the production experience. To facilitate this, the Consortium has developed an App, free to download, to serve as a full audioguide in 11 languages, accompanying visitors from all over the world in their discovery of Parmigiano Reggiano production".

All updates on Expo 2015 initiatives will be available in the dedicated section at www.parmigianoreggiano.it, live from the beginning of May.