2024 ESG Report
Say cheese! Super Market cracks world record with Parmigiano Reggiano
June 20, 2025
Ever wonder what it takes to break a world record? For Super Market, it involved a whole lot of Parmigiano Reggiano! This past weekend, we made history by cracking the Most Parmigiano Reggiano wheels simultaneously across over 400 Loblaw stores, earning us a GUINNESS WORLD RECORDS title.
But this wasn't just about breaking records; it was about bringing a little bit of Italy and a whole lot of value to your local store.
"Canadians are looking to us to provide them with the most value possible," says Joe Difalco, VP, Fresh Merchandising. "To us, value comes to life in a few different ways. It includes delivering an elevated shopping experience for our customers, unlike any other. The Parmigiano Reggiano event was the perfect fit, offering entertainment through the experience of cracking over 1800 wheels across the country, providing samples of freshly cracked cheese, building connections with the community through donations, and celebrating Italian Heritage Month."
In case you missed it, imagine this: over 400 stores buzzing with excitement, the scent of aged cheese in the air, and the satisfying crack as wheels of Parmigiano Reggiano are opened. The event, held during Italian Heritage Month, wasn't just a watch party; it was an opportunity for customers to sample freshly cut, PDO-certified Parmigiano Reggiano and learn about its rich history. This event also launched the start of Real Canadian Superstore offering this high-quality cheese to its customers.
The heart of the action was at the Loblaws Maple Leaf Gardens in Toronto, Ontario, where 20 wheels were cracked live, with representatives from The Consortium of Parmigiano Reggiano, Loblaw, and even international celebrity chef David Rocco joining the fun. As part of our commitment to the community, over 1000lbs of the delicious cheese was donated to local food banks and charities across the country.
"This event is a celebration of Italian heritage during Italian Heritage Month, but it's also about bringing that experience and high-quality product directly to our customers," Joe explained. "We want to differentiate ourselves and make Super Market stores a true destination for our loyal customers by offering unique events and experiences like this."
This record-breaking achievement means all Super Market customers can now discover the taste of authentic, PDO-certified Parmigiano Reggiano, to elevate their next meal. It's more than just cheese; it's about bringing a world-class experience to your local store, making every shopping trip a little more exciting.
