1,672 Wheels Cracked Simultaneously Across Over 450 Canadian Stores
TORONTO, ON – June 23, 2025 – History was made on June 14, 2025. Parmigiano Reggiano and Loblaw Companies Ltd. (TSX:L) shattered their own GUINNESS WORLD RECORDS™ title. They cracked open 1,672 wheels of Parmigiano Reggiano simultaneously in 452 stores nationwide.
A Nationwide Celebration of Cheese and Culture
The event took place at 12:00 PM EST across Canadian Loblaw stores. The hero location was at Loblaws Maple Leaf Gardens in downtown Toronto. Hundreds of shoppers gathered to witness the traditional, hand-cracking of the cheese wheel—a technique used for generations.
This moment coincided with Italian Heritage Month, celebrating both culture and craftsmanship.
A Word from the Consortium
“This achievement is more than just a number—it celebrates tradition, passion, and a global love for Parmigiano Reggiano,” said Nicola Bertinelli, President of the Consortium of Parmigiano Reggiano.
“Thousands of Canadians came together to share in this moment. It’s a reminder of how food connects us. We’re thrilled to set this new world record.”
A Record-Breaking Team Effort
With stores including Real Canadian Superstore®, Fortinos®, Loblaws®, Zehrs®, and Your Independent Grocer®, the event brought together store teams, culinary experts, and celebrity chef David Rocco. Shoppers enjoyed tastings, photo ops, and educational moments about Parmigiano Reggiano’s PDO certification.
Record Officially Recognized
GUINNESS WORLD RECORDS adjudicator Michael Empric validated the attempt and confirmed the new record.
“The scale and coordination were remarkable,” Empric said.
This is the second time Parmigiano Reggiano and Loblaw have earned this record. The previous was in 2014 with 1,209 wheels. The 2025 achievement with 1,672 wheels sets a new milestone in cheese history.
About the Consortium of Parmigiano Reggiano
The Consortium protects all Parmigiano Reggiano producers who work within a designated area in Italy. They follow strict EU-certified Specifications to maintain authenticity and quality.
Each wheel receives a mark of origin, and after 12 months of aging, it’s tested for quality. Parmigiano Reggiano is one of the world’s oldest natural cheeses. It’s made the same way today as it was nine centuries ago—milk, salt, and rennet only, with no additives.
About Loblaw Companies Ltd.
Loblaw is Canada’s largest food and pharmacy retailer, with 2,500+ stores and over 220,000 employees. Loblaw delivers grocery, pharmacy, fashion, finance, and more across brands like Shoppers Drug Mart®, no name®, President’s Choice®, and Joe Fresh®.
