In a landmark celebration of culinary tradition and community, Parmigiano Reggiano and Loblaw Companies Ltd. have officially set a new GUINNESS WORLD RECORDS title for the most Parmigiano Reggiano wheels cracked simultaneously across multiple locations. The achievement took place on June 14, 2025, at exactly 12:00 PM EST, uniting Canadians coast-to-coast in a moment that combined culture, craftsmanship, and food appreciation.
The record-breaking initiative saw 1,672 wheels of the iconic Italian cheese cracked open across 452 Loblaw banner stores, surpassing the previous record of 1,209 wheels set in 2014. The central “hero” location for the event was Loblaws at Maple Leaf Gardens in downtown Toronto, where crowds of onlookers gathered for a live demonstration of the centuries-old art of cheese cracking.
Celebrating Heritage and Craftsmanship
The event coincided with Italian Heritage Month, making the achievement more than just a corporate milestone—it was a celebration of tradition and shared cultural appreciation.
“This achievement is more than just a number—it’s a celebration of tradition, passion, and the global love for Parmigiano Reggiano,” said Nicola Bertinelli, President of the Consortium of Parmigiano Reggiano. “Seeing thousands of Canadians come together to share in this moment is a powerful reminder of how food connects us. We are absolutely thrilled to set a new world record.”
Shoppers at participating stores experienced firsthand the rich history and craftsmanship behind each wheel of Parmigiano Reggiano. Cheesemongers showcased the traditional cracking method—a precise and time-honoured technique passed down through generations—to open the wheels, each weighing approximately 40 kilograms.
National Activation Across Loblaw Banners
The initiative involved a coordinated effort by Loblaw’s corporate and in-store teams, spanning across multiple banner stores including Real Canadian Superstore®, Fortinos®, Loblaws®, Zehrs®, and Your Independent Grocer®. At each location, customers were invited to taste freshly cracked cheese and learn about the significance of Protected Designation of Origin (PDO) certification, which ensures Parmigiano Reggiano is produced exclusively in specific Italian provinces using traditional methods.
“At Loblaw, we’re always looking for meaningful ways to celebrate food and culture with our customers,” said Joe Difalco, Vice President of Fresh Merchandising at Loblaw Companies Ltd. “Breaking this record alongside Parmigiano Reggiano was not just a milestone but an unforgettable experience that brought communities together across Canada.”
In addition to in-store demonstrations, the event featured celebrity chef David Rocco, photo opportunities, and interactive experiences that highlighted the unique qualities of Parmigiano Reggiano—often referred to as the “King of Cheeses.”
Official Recognition from Guinness World Records
The ambitious record attempt was overseen by GUINNESS WORLD RECORDS adjudicator Michael Empric, who travelled to Canada to validate the results. Following the event, he confirmed that all necessary criteria had been met.
“We are pleased to confirm that Parmigiano Reggiano and Loblaw Companies Ltd. have officially set a new GUINNESS WORLD RECORDS title for the Most parmesan cheese wheels cracked simultaneously (multiple venues),” said Empric. “The scale and coordination involved in this event were truly remarkable.”
The record is not only a promotional win for both Parmigiano Reggiano and Loblaw, but also a testament to consumer enthusiasm for authentic, high-quality food experiences—particularly those with deep cultural roots.
Building on a Legacy Record
This is not the first time Loblaw and Parmigiano Reggiano have collaborated to make history. In 2014, the two partnered to crack open 1,209 cheese wheels in a similar coast-to-coast initiative. That event set a precedent, but the 2025 edition has firmly raised the bar and reaffirmed Canadian consumers’ growing appetite for specialty cheeses.
The updated record of 1,672 wheels cracked represents not only the scale of coordination but also the evolving popularity of PDO-certified Parmigiano Reggiano in Canadian households. From gourmet food lovers to everyday shoppers, the cheese has become a staple for its rich, nutty flavour and centuries-old reputation for quality.
About Parmigiano Reggiano and the Consortium
Founded in 1934, the Consortium of Parmigiano Reggiano represents the interests of producers located within the strict Area of Origin—encompassing the provinces of Parma, Reggio Emilia, Modena, as well as portions of Bologna and Mantua. The cheese is produced using just three ingredients—milk, salt, and rennet—without additives, following techniques that have remained virtually unchanged for over 900 years.
Each wheel of Parmigiano Reggiano undergoes a rigorous quality test at 12 months of age. Only wheels that pass are branded with an oval “selection mark” and considered true Parmigiano Reggiano under European Union PDO standards.
This certification guarantees authenticity and supports producers by protecting the name and methods used in crafting one of the most prized cheeses in the world.
