1,672 wheels of Parmigiano Reggiano cracked simultaneously in over 450 stores across Canada
TORONTO, ON – History has been made. On June 14, 2025, Parmigiano Reggiano and Loblaw Companies Ltd. (TSX:L) officially shattered their own GUINNESS WORLD RECORDS title by cracking open 1,672 wheels of Parmigiano Reggiano simultaneously across 452 stores nationwide.
The record-breaking moment took place at 12:00 PM EST in Loblaw stores coast-to-coast, with the hero location at Loblaws Maple Leaf Gardens in downtown Toronto. Hundreds of shoppers and food lovers gathered to witness the traditional cracking of the iconic Parmigiano Reggiano wheel; a skilled, time-honored method used by cheesemongers for generations. The event also coincided with Italian Heritage Month, making it a meaningful celebration of culture and craftsmanship.
“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.”
With 452 Loblaw stores participating, including Real Canadian Superstore®, Fortinos®, Loblaws®, Zehrs®, and Your Independent Grocer®, the event saw the involvement of store teams, culinary experts, and special guests like celebrity chef David Rocco. Shoppers were treated to freshly cracked cheese tastings, interactive photo opportunities, and educational moments about Parmigiano Reggiano’s Protected Designation of Origin (PDO) certification.
“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.”
The effort was overseen and officially validated by a GUINNESS WORLD RECORDS adjudicator, who confirmed the record had been successfully broken.
“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 Michael Empric, the official adjudicator for GUINNESS WORLD RECORDS. “The scale and coordination involved in this event were truly remarkable.”
This event marks the second time Parmigiano Reggiano and Loblaw Companies Ltd. have achieved this record, having previously set it in 2014 with 1,209 wheels. By cracking 1,672 wheels this year, the 2025 edition cements its place in history and showcases the growing appreciation for this world-renowned cheese.
About The Consortium of Parmigiano Reggiano
The Consortium of Parmigiano Reggiano is the protection body that includes all Parmigiano Reggiano producers who process the milk from the farmers of the Area of Origin (that includes only the Italian provinces of Parma, Reggio Emilia, Modena, Bologna to the left of Reno river, and Mantua to the south of Po River) into this PDO cheese complying with the Specifications. It was set up in 1934 and has the purpose of protecting, defending and promoting the product, safeguarding its typicality and disseminating its knowledge worldwide. Every wheel of Parmigiano Reggiano is given a mark of origin (the well-known “dots” and starting from 2002, also a “casein plate”). Furthermore, every wheel is quality tested at an age of about 12 months. Only if the wheel passes this test, it is branded with the selection mark (oval mark). The certification of conformity with the Specifications is given by the P-R Quality Control Body on behalf of the European Union and the Ministry.
Parmigiano Reggiano is one of the oldest and richest cheeses in the world. This cheese is essentially produced the same way it was nine centuries ago: using the same ingredients (milk, salt, and rennet), with the same craftsmanship and production technique that has undergone very few changes over the centuries, thanks to the decision to keep it a fully natural production without the use of additives. Its production is governed by strict Specifications, registered with the European Union, because Parmigiano Reggiano is a cheese with Protected Designation of Origin (PDO). This means that Parmigiano Reggiano is a product that, based on its distinctive characteristics and its connection to the area of origin, is safeguarded by a system provided by the EU to protect consumers and producers alike.
About Loblaw Companies Limited
Loblaw is Canada’s food and pharmacy leader, and the nation’s largest retailer. Loblaw provides Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, financial services and wireless mobile products and services. With more than 2,500 corporate franchised and Associate-owned locations, Loblaw, its franchisees, and Associate-owners employ more than 220,000 full- and part-time employees, making it one of Canada’s largest private sector employers.
Loblaw’s purpose – Live Life Well® – puts first the needs and well-being of Canadians who make one billion transactions annually in the company’s stores. Loblaw is positioned to meet and exceed those needs in many ways: convenient locations; more than 1,100 grocery stores that span the value spectrum from discount to specialty; full-service pharmacies at nearly 1,400 Shoppers Drug Mart® and Pharmaprix® locations and close to 500 Loblaw locations; PC Financial® services; affordable Joe Fresh® fashion and family apparel; and four of Canada’s top-consumer brands in Life Brand®, Farmer’s Market™, no name® and President’s Choice®.
