The Parmigiano Reggiano Consortium has appointed Chef Michele Casadei Massari as its U.S. brand ambassador. Throughout the coming year, Chef Massari will promote the cheese’s presence in the U.S. from gastronomic, cultural, and nutritional perspectives.
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,” said Chef Massari, in a statement.
In addition, a website dedicated to the promotion of activities, recipes, and interactive content around Chef Massari and Parmigiano Reggiano launched on September 15. The website will accumulate additional features, recipes, and articles as the year progresses. The site will also play host to an ongoing podcast series featuring Chef Massari.
Related: Cheese Makers, Retailers Look to Alternative Sampling Methods; Retailers Get Behind Victory Cheese Initiative.
Image: Michele Casadei Massari
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