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Whey to go: Whole Foods Market® cracks Parmigiano Reggiano Guinness World Records® Title



  Whey to go: Whole Foods Market® cracks Parmigiano Reggiano Guinness World
                                Records® Title

Grocer reclaims title for most wheels simultaneously cracked

PR Newswire

AUSTIN, Texas, April 22, 2013

AUSTIN, Texas, April 22, 2013 /PRNewswire/ -- Whole Foods Market reclaimed the
Guinness World Records title for the most Parmigiano Reggiano wheels
simultaneously cracked.

(Logo: http://photos.prnewswire.com/prnh/20121015/DA92273LOGO)

On March 9 at 3 p.m. EST, stores across the U.S., U.K. and Canada cracked
wheels before cheering fans, earning the title for 426 wheels cracked. The
grocer first set the Guinness World Record in 2008.

"The excitement around Parmigiano Reggiano is palpable in our stores and goes
well beyond our cheesemongers and Certified Cheese Professionals™," said Cathy
Strange, global cheese buyer for Whole Foods Market. "Each year, our shoppers
look to Whole Foods Market not only for the highest quality Parmigiano
Reggiano, but also for an exciting event where they can witness the talent of
our cheesemongers and taste the difference of a freshly cracked wheel of
cheese hand-sourced from Parma."

The events at each store ranged from face-offs between cheesemongers and
tasting events highlighting the flavors of Italy, to plays on this year's
theme, "Parmageddon," featuring zombies and astronauts. Each event had one
element in common – Whole Foods Market Team Members who were passionate about
Parmigiano Reggiano and eager to crack their wheels at exactly 3 p.m. EST to
help the grocer reclaim the title. Some cheesemongers cracked their 85-pound
wheels in under a minute.

"Guinness World Records is thrilled to congratulate Whole Foods Market on
their accomplishment for the 'Most Parmigiano Reggiano cheese wheels cracked
simultaneously at multiple venues.' This type of multiple venue, mass
participation record requires spirit, organization and precision; many kudos
to all the participants involved!" said Jamie Panas, Guinness World Records
public relations manager.

Each year, the grocer's cheese buyers travel to the Parma region in Italy 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 that
identifies a superior wheel of Parmigiano Reggiano.

To learn more about Whole Foods Market's Parmigiano Reggiano and the cracking
events at its stores, visit wholefoodsmarket.com/department/cheese. For
recipes, hi-res images and video from the events, 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://www.wholefoodsmarket.com
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