Parmigiano Reggiano Night: thousands of people and 188 restaurants to take part in web dinner 2.0

Reggio Emilia, Italy, 22 October 2014 - After the success of the 2012 and 2013 editions, Saturday, 25 October 2014, the Parmigiano-Reggiano Cheese Consortium will hold – from the "Salone del Gusto" in Turin – the 2014 edition of the “Parmigiano-Reggiano Night”, the web dinner 2.0, which gathers all Parmigiano-Reggiano lovers around a single, large, virtual dinner-table. This year edition will have a new feature: the thousands of Parmigiano-Reggiano lovers that participated in the previous editions will be joined, for the first time, by 188 restaurants. Therefore, this year, not only will participants be able to organize this special dinner at home, with their families and friends, but also at the restaurants that have joined-in for the event and that are located in 19 Italian Regions, with the highest number in the Emilia-Romagna Region (60 restaurants involved), followed by Lombardy (25) and Campania (15).

The Consortium invitation is based on the motto “#bastaunacena” [all you need is a dinner], and, on the Consortium website (www.parmigianoreggiano.it), in a dedicated section, you can register and choose the most appropriate theme for your evening, “embracing” one of the four themes that have been suggested for this rediscovery of the pleasure to gather around the “king of cheese”:  “basta noia” [no more boredom], “basta chiusure” [no more closing], “basta brutte notizie” [no more bad news] and “basta fretta” [no more rush].  From the evening of 25 October to 14 November, all registered participants will be able to upload the images of their dinners and compete to win a stay in the area of origin of Parmigiano-Reggiano, including a tour in one of the dairies where Parmigiano-Reggiano is handmade.

“This initiative – explains the Consortium - falls within the scope of our action to enhance awareness of the distinctive features of our product, as it is increasingly done also in the points of sales of domestic and foreign retailers of Parmigiano-Reggiano”. “This is a very effective way – continues the Consortium – to involve consumers not only with regard to the product's distinctive features (its being all-natural, its organoleptic characteristics and aromas, which change according to its maturation age, its being handmade), but also with regard to its tradition and values, which show its strong bond with the area of production, where 370 dairies and close to 3,500 farms are located”.

“The participation of so many restaurants in this event – stresses the Consortium – results from the fact that the Consortium has, over the years, focused on the catering and restaurant sector and on chefs, who, through their creativity and demand for quality products, interpret and enhance the versatility of this cheese”.

Therefore, in the 2014 edition of the “Parmigiano-Reggiano Night”, participants will be given the unprecedented possibility to choose whether to organize their dinner at home or to go to one of the participating restaurants, picking the one closest to home or the most suitable and directly reserving a table.  At the restaurants, customers participating in the event will be given a “Parmigiano Reggiano Night” gadget.

This initiative has been organized in cooperation with the "CheftoChef emiliaromagnacuochi", "Euro-Toques Italia", "Ristoranti del Buon Ricordo" and "Premiate Trattorie italiane" associations. On the Consortium website, in the section http://night.parmigianoreggiano.com, you will find the list of participating restaurants, with a convenient georeferenced map showing the restaurants that are closer to the user's position.