In a celebration of culinary tradition and Italian heritage, Loblaw Companies Ltd. and Parmigiano Reggiano will attempt to break the Guinness World Records title for the Most Parmigiano Reggiano wheels cracked simultaneously (multiple venues) on Saturday, June 14, 2025, at 12:00 PM EST.
The massive cheese-centric event will unfold in more than 450 Loblaw-affiliated stores across Canada, marking one of the most expansive retail food activations of the year and spotlighting the rich cultural legacy of Italy’s famed “King of Cheese.”
Timed to coincide with Italian Heritage Month, the record attempt not only honours a centuries-old food tradition but also brings together communities nationwide. Participants will witness the skilled and theatrical process of opening massive Parmigiano Reggiano wheels using traditional cracking tools—an art that dates back nearly a millennium.
The current record, set by Parmigiano Reggiano and Loblaw in 2014, saw over 1,000 wheels cracked in unison. The 2025 event is expected to exceed that benchmark, creating a new moment of international recognition for the PDO-certified cheese and its Canadian retail partner.
Toronto’s Loblaws at Maple Leaf Gardens as Hero Location
The hero venue for the event will be the Loblaws flagship store at Maple Leaf Gardens, located at 60 Carlton Street in downtown Toronto. Between 12:00 PM and 2:00 PM, 20 wheels of Parmigiano Reggiano will be cracked live on site. The event will feature appearances from representatives of The Consortium of Parmigiano Reggiano, Loblaw Companies Ltd., and celebrity chef David Rocco, who will act as brand ambassador for the cheese.
Beyond the record-setting spectacle, shoppers will be invited to sample freshly cracked Parmigiano Reggiano and learn more about what makes the cheese unique. As a Protected Designation of Origin (PDO) product, genuine Parmigiano Reggiano can only be produced in select Italian provinces—Parma, Reggio Emilia, Modena, Bologna (to the west of the Reno River), and Mantua (to the south of the Po River).
Store visitors can expect cheese tastings, photo opportunities, and, at select locations, appearances by local chefs and influencers. The event aims to both educate and entertain, providing insight into one of the world’s oldest and most revered cheeses.
About Parmigiano Reggiano and Its Consortium
The Consortium of Parmigiano Reggiano, founded in 1934, is the governing body that represents all Parmigiano Reggiano producers. The group safeguards the cheese’s authenticity, ensures quality control, and promotes global awareness of its PDO designation.
Parmigiano Reggiano is still made the same way it was nine centuries ago, using just three ingredients—milk, salt, and rennet—with no additives. The cheese is aged for a minimum of 12 months, and only those wheels that pass rigorous inspection are stamped with the official selection mark.
Each wheel carries a distinctive mark of origin—the dotted Parmigiano Reggiano name embedded into the rind—and from 2002 onward, a casein plate for traceability. These features assure consumers of the cheese’s heritage, quality, and adherence to EU standards.
Loblaw’s National Activation Strategy
As Canada’s largest retailer, Loblaw Companies Ltd. operates over 2,500 locations across the country, ranging from discount grocers to premium banners. The June 14 event will see coordinated activity across a wide swath of these stores, uniting customers coast to coast in a shared culinary experience.
“Our longstanding relationship with Parmigiano Reggiano reflects our commitment to bringing quality, authentic foods to Canadians,” Loblaw stated in its announcement of the event. “By participating in this world record attempt, we’re also supporting cultural appreciation and culinary excellence during Italian Heritage Month.”
The initiative falls under Loblaw’s broader purpose to Live Life Well, which includes efforts to create meaningful in-store experiences, promote health and wellness, and support community engagement through food.
A Multi-City Cheese Moment
While Toronto’s Maple Leaf Gardens location will serve as the visual epicentre of the activation, shoppers across Canada will have the opportunity to witness the event in their local stores. Every wheel cracked in-store will count toward the official Guinness World Records tally, with a formal adjudication process in place to certify the attempt.
Representatives from Guinness World Records will oversee the count and ensure that all participating locations adhere to the established guidelines for a simultaneous, multi-venue record.
Star Power and Culinary Influencers
To enhance public visibility and amplify the event across social platforms, Loblaw and Parmigiano Reggiano have enlisted celebrity chef David Rocco as an ambassador. Rocco is well known in Canada and Italy for his work showcasing Italian cuisine and culture, and his involvement adds prestige to the event.
Local culinary influencers are also expected to attend select locations to create real-time content and amplify consumer engagement.
