Perhaps, for once, the spotlight on the red carpet won't be stolen by Hollywood stars, but by an all-Italian product of excellence. Yes, that's right: the Parmigiano Reggiano DOP recently made its triumphant entrance into the capital of cinema. According to the Hollywood Reporter, the Parmigiano Reggiano Consortium has signed a one-off agreement with United Talent Agency. We're talking about a leading brand in the entertainment industry, representing artists, athletes, and actors such as Timothée Chalamet, Johnny Depp, Bad Bunny, and LeBron James. The company will leverage its experience and global connectivity to showcase Parmigiano Reggiano to a wide range of partners, promoting its message of gastronomic excellence and high-quality ingredients, production, and distribution.
Parmiggiano Reggiano Will Become a Movie Star
Bringing Parmigiano Reggiano to Hollywood isn't a random move, but a perfectly crafted marketing strategy by the Consortium. Yes, because the organization that protects this excellence has decided to elevate it from a food product to a global brand. Do you know what all this means? That Parmigiano will be featured in films, TV series, music videos, streaming platforms, and digital formats around the world.
The reason goes beyond simply being present in entertainment products. Carmine Forbuso, the Consortium's head of marketing, explained that Parmigiano Reggiano exports already account for more than half of total sales and are growing rapidly: in 2025, exports reached 53.2% in the first eight months, up 2.7% from the previous year. "The partnership with UTA, a strong brand in the entertainment industry," said Forbuso, "allows us to connect with new audiences in an even more authentic and relevant way. With just three natural ingredients and centuries of technical expertise, Parmigiano Reggiano represents simplicity, quality, and depth, and we are excited to explore new platforms to tell our story globally."
In short, from the next few weeks onward, you may find scenes in some films, with famous actors grating cheese onto a plate. By then, you'll already know it's a deliberate cameo because that cheese will indeed be Parmigiano Reggiano, and you'll also know that it will be a genuine product placement strategy. For lovers of Italian cuisine, this represents recognition: the DOP you know, love, and eat daily will now enter a global stage. This is also good news for producers, consumers, and enthusiasts, as it means the product will have to maintain credibility, authenticity, and style, because simply "being there" won't be enough: you'll also have to shine in front of the camera.
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