Cheese of thrones: Whole Foods Market® attempting to wheel home Parmigiano Reggiano Guinness World Records® Title

  Cheese of thrones: Whole Foods Market® attempting to wheel home Parmigiano
                    Reggiano Guinness World Records® Title

Grocer aims to crack 500 wheels of the "king of cheese" simultaneously at
live, in-store events

PR Newswire

AUSTIN, Texas, Feb. 19, 2013

AUSTIN, Texas, Feb. 19, 2013 /PRNewswire/ --In its fifth year of celebrating
Parmigiano Reggiano, Whole Foods Market will "crack away" in order to take
back the crown for the largest number of wheels of Parmigiano Reggiano
simultaneously cracked. The organic and natural foods grocer previously set
the record in 2008 and will sharpen its knives to attempt it again on March 9
at 2 p.m. CST.

"Whole Foods Market welcomes the opportunity to win this honor once again. For
years, our shoppers have trusted us to provide the highest quality Parmigiano
Reggiano on the market, and through the strong relationships we have with
Italy's best producers, we have done just that," said Cathy Strange, global
cheese buyer for Whole Foods Market.

During the crack-off event in stores across North America and in the United
Kingdom, shoppers can share their love of Parmigiano Reggiano for a chance to
win big with an Instagram contest, Cheese lovers attending any one of the
events are invited to simply share a photo tagged with #parmcrack on March 9,
for a chance to win a $250 gift card to Whole Foods Market.

Whole Foods Market is also hosting a "Parmigiano Reggiano Palate Blogger
Challenge." Bloggers are invited to share personal stories about how their
palates have evolved over time and how Parmigiano Reggiano was a part of that
transformation. They are invited to share a recipe featuring Parmigiano
Reggiano that showcases their culinary talents. The winner will receive a trip
for two to New York City to attend an exclusive cheese and wine media event on
May 15, 2013. Details are available here:
http://media.wholefoodsmarket.com/press/join-whole-foods-market-in-a-guinness-world-record-attempt-and-celebrate-pa.

Whole Foods Market's cheese buyers travel to Italy's Parma region to visit
authentic producers and select wheels based on the highest quality flavor
profile. Those wheels are then carefully aged 24 months to achieve the
toasted, salty and nutty flavor and subtle crystal-like texture Whole Foods
Market shoppers crave.

To learn more about Whole Foods Market's Parmigiano Reggiano and the cracking
events at its stores, visit wholefoodsmarket.com/department/cheese. For
recipes and hi-res images, visit
http://media.wholefoodsmarket.com/press/join-whole-foods-market-in-a-guinness-world-record-attempt-and-celebrate-pa.

Contact: Lindsay.Robison@wholefoods.com
512.542.3483

SOURCE Whole Foods Market

Website: http://wholefoodsmarket.com