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Organic and natural foods chain Whole Foods Market is attempting to earn a Guinness World Record for "Most Parmigiano Reggiano Wheels Ever Cracked" at the same time.
"It will be the 'crack heard around the world' as we 'break open happiness' simultaneously at our 270 stores to try a feat worthy of the Guinness World Records Book," said Cathy Strange, global cheese buyer for Austin, Texas-based Whole Foods. "Each year, we hand select the very best 24-month-aged Parmigiano Reggiano from Italy, and are excited to share this crown jewel of cheese by offering tastings, pairing suggestions, and recipe ideas to our shoppers, whether they are rediscovering one of their old favorites or are just getting acquainted with this amazing product."
Saturday, April 12 at 3 p.m. EDT will be the official start time for the "cracking open" ceremonies in its cheese departments in the U.S., Canada, and the U.K. Whole Foods cheesemongers will demonstrate the traditional method of breaking into 24-month-aged wheels of Parmigiano Reggiano in the company's cheese departments worldwide using official tools (five different knives) from Italy's Consorzio del Formaggio Parmigiano Reggiano. The entire process of carving into and portioning each 85-pound wheel will take approximately half an hour.
Further information and a video with a Whole Foods team member demonstrating the art of cracking open a wheel of Parmigiano Reggiano can be found at http://www.wholefoodsmarket.com/parmigianoreggiano.