Parmigiano Reggiano collaborates with Razan El Moghrabi to create awareness of the unique elements of the cheese

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New campaign reflects the growing importance of the regional market for the ‘King of Cheese’ as exports to GCC increase by 62 per cent

Lebanese actress and anchor Razan El Moghrabi

Dubai, UAE: Parmigiano Reggiano Consortium has launched a new awareness campaign with co-financing from the European Union, as part of their promotion activities for the European agricultural sector; and in collaboration with Lebanese actress and anchor Razan El Moghrabi, to raise awareness in the region of the flavour, origin, versatility and uniqueness of Parmigiano Reggiano cheese. The reflects the growing importance of the Gulf Cooperation Council (GCC) market for Parmigiano Reggiano as exports to this region for the Italian cheese, increased by almost 62 per cent in 2020 compared to 2019, with 186 tons imported during the year – the largest percentage increase from any leading international market.

The campaign also emphasizes the importance of the Protected Designation of Origin (PDO) status of Parmigiano Reggiano, helping to raise awareness among local consumers of its authenticity.

Nicola Bertinelli, President of the Parmigiano Reggiano Consortium, said, “We’re excited to run this high-profile campaign in collaboration with Razan El Moghrabi. We want buyers to know that the taste and versatility of Parmigiano Reggiano is truly unique and a cheese can only claim to be authentic Parmigiano Reggiano is if it is produced in the Area of Origin, in Italy. The flavour and the name of Parmigiano Reggiano cannot be imitated – it truly is the ‘king of cheese. It is also additive and lactose free. The Middle East region is a growing market for us with year-on-year growth. Our recent survey shows that 12 months maturity is the most preferred Parmigiano Reggiano cheese among local customers. We intent to build on the growing fan base for Parmigiano Reggiano in the region.”

For more than 900 years, Parmigiano Reggiano, is produced exclusively in the Italian provinces of Parma, Reggio Emilia, Modena and parts of the provinces of Mantua and Bologna, on the plains, hills and mountains enclosed between the rivers Po and Reno. From these deep roots in a protected and respected environment, come the unique qualities, which characterise the ‘King of Cheese’. 

Parmigiano Reggiano is always made with just three ingredients: cow’s milk, salt and rennet. The feeding of cattle complies with the norms of a strict specification that bans the use of silage and fermented feeds. Parmigiano Reggiano is aged a minimum of 12 months. No additives or preservatives are ever used as part of the strict production guidelines nor are they needed due to the humidity-controlled aging techniques and long aging times, resulting in a naturally lactose-free cheese.

The two months campaign involves a TV commercial directed by renowned Lebanese director Salim El Turk and produced in collaboration with Brandvision; and promotional activities in leading supermarkets like Panda in Saudi Arabia, Lulu and Boulevard in Kuwait, and Carrefour in the UAE.