NEWS - 23 settembre 2020
Parmigiano Reggiano Consortium Appoints Chef Michele Casadei Massari as U.S. Brand Ambassador
Today, The Parmigiano Reggiano Consortium announced a partnership with renowned Chef Michele Casadei Massari, serving as the Consortium’s United States Brand Ambassador. Throughout the coming year, Chef Massari will promote Parmigiano Reggiano’s presence in the United States from gastronomic, cultural, and nutritional perspectives.
One of the oldest and richest cheeses in the world, Parmigiano Reggiano is produced today essentially as it was 900 years ago: using the same ingredients (milk, salt and rennet), with the same craftsmanship and technique that has undergone few changes over the centuries. Following very specific specifications of temperature control and aging variables, Parmigiano Reggiano must be produced in the area of origin which includes the provinces of Parma, Reggio Emilia, Modena, and parts of Mantua and Bologna. From these deep roots in a protected and respected environment come the unique qualities that make Parmigiano Reggiano a true masterpiece of Italian cuisine.
As the official U.S. brand ambassador for Parmigiano Reggiano, Chef Massari will share his passion for this extraordinary cheese through educational events and culinary experiences that will take place virtually as well as on-site at his restaurant Lucciola on New York City’s Upper West Side. Events tentatively slated for 2021 will allow people across the country to better understand how authentic Parmigiano Reggiano is different from ordinary parmesan cheeses, experience its unique and distinctive taste, learn about its health benefits, and gain insight into its integral role in Italian culture.
In addition, Chef Massari will represent Parmigiano Reggiano at local trade shows and conventions, to celebrate, discuss, and showcase the cheese among a vast professional network, furthering the Consortium’s ongoing efforts towards American awareness and understanding of Parmigiano Reggiano within the food retail and hospitality industries.
“More than anything, I want to help people understand that by eating better food they will feel happier. Eating real Parmigiano Reggiano is one great way to enjoy a rich experience within a clean diet. I will be introducing some new, and very healthy, recipes as well as some exceptional pairings,” says Chef Massari.
Accompanying Chef Massari’s tenure as ambassador for Parmigiano Reggiano will be the launch of a website on September 15th dedicated to the promotion of activities, recipes and interactive content surrounding Chef Massari and Parmigiano Reggiano. The website will be iterative, accumulating additional features, recipes, and articles as the year progresses. The site will also play host to an ongoing podcast series featuring Chef Massari.
About Chef Michele Casadei Massari Chef Michele Casadei Massari is a widely respected chef, entrepreneur and multihyphenate. He is the Founder and Executive Chef of Lucciola and 4 Piccolo Cafe restaurants in New York City. Born in Riccione, Italy and raised in Bologna, Massari is extremely passionate about all things Italian including its cuisine, art, literature, and more. Massari attended the famed Università di Bologna — where he studied medicine — and eventually chose to pursue a career in cooking, allowing him to combine his passion for science with the culinary arts. Massari moved to New York City in 2009 where he leveraged his many skills and interests and established himself as one of the most sought-after Executive Chefs and culinary advisors in the world. His cooking style is consistent with the Italian culinary tradition which relies primarily on natural ingredients, exceptional quality, and simplicity — rather than elaborate preparation.