Whole Food Employees Around the World Cut The Cheese

Saturday at Whole Foods across the globe (they have stores in U.S., Canada and UK), it was PARMAGEDDON!

Whole Foods set out at 3pm EST to simultaneously crack and sample over 400 wheels of authentic Parmigiano Reggiano breaking the World Record.

In celebration, stores hosted events with sampling, food pairings and the official cracking. There is a centuries-old art to opening the cheese wheels by using official tools (five different types of knives) so the internal crystalline structure and crumbly texture is left intact.

Whole Foods promoted the event with in-store signage, on their website and in social media.

This is a great example of a fun event created to drive traffic, build awareness and increase ticket (their parm is expensive).