Parmigiano Reggiano Consortium Appoints Chef Michele Casadei Massari as U.S. Brand Ambassador
The Parmigiano Reggiano Consortium has entered into a partnership with renowned Chef Michele Casadei Massari, who will be serving as the Consortium’s United States Brand Ambassador. Throughout the coming year, Massari will promote Parmigiano Reggiano’s presence in the United States from gastronomic, cultural, and nutritional perspectives.
One of the oldest and richest cheeses in the world, Parmigiano Reggiano is produced today essentially as it was 900 years ago: using the same ingredients (milk, salt and rennet), with the same craftsmanship and technique that has undergone few changes over the centuries. Following very specific specifications of temperature control and aging variables, Parmigiano Reggiano must be produced in the area of origin which includes the provinces of Parma, Reggio Emilia, Modena, and parts of Mantua and Bologna. From these deep roots in a protected and respected environment come the unique qualities that make Parmigiano Reggiano a true masterpiece of Italian cuisine.
As the official U.S. brand ambassador for Parmigiano Reggiano, 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.
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In addition, 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 Massari.
In conjunction with Massari’s tenure as ambassador for Parmigiano Reggiano will be the launch of a website dedicated to the promotion of activities, recipes and interactive content surrounding Chef Massari and Parmigiano Reggiano. The website will be iterative, accumulating additional features, recipes, and articles as the year progresses. The site will also play host to an ongoing podcast series featuring Massari.
Litehouse Acquires Veggiecraft Farms
Litehouse, Inc., the refrigerated salad dressing brand, has acquired Veggiecraft Farms, which makes gluten-free pastas, as part of a strategy to develop a portfolio of plant-based foods in center-store categories. Veggiecraft’s plant-based pastas are crafted in Italy using cauliflower flour, lentil flour and pea flour.
Recognized as a leader in the refrigerated section of the produce and deli departments, Litehouse has made aggressive moves over the last year to expand its footprint into different sections of the grocery store. The company launched Green Garden Freeze Dried Herbs in the spice aisle and acquired Sky Valley and Organicville brands, offering shelf-stable sauces and condiments in center-store.
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Litehouse, a produce department leader, continues to expand its plant-based portfolio as mainstream consumers are increasingly seeking delicious and nutritious food options. According to NPD, plant-based food sales topped $3.3 billion over the past year and are outpacing dollar sales of all retail foods by ten times.
BRIANNAS Refreshes Branding
The BRIANNAS salad dressings brand has refreshed its logo and packaging design with brighter imagery and new call-outs that suggest ways to pair the dressings and emphasize ingredients.
BRIANNAS dressings contain no artificial flavors, no high fructose corn syrup, no trans fats and no monosodium glutamate. With a variety of gluten-free, vegan and fat-free offerings, the brand now points out in its packaging how various dressings may fit their needs.
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