Parmigiano Reggiano is reportedly looking for film, television opportunities

The King of Cheese is ready for the spotlight.

Parmigiano Reggiano Consortium, the Italian cheese maker, has reportedly signed up with a US talent agency to pursue product placement opportunities in film and television projects. According to a statement to The Hollywood Reporter, the organization is looking to “introduce Parmigiano Reggiano to a wider pool of partners. [and] A message of culinary excellence and high quality ingredients, manufacturing and distribution.

Formaggio loyalists know that Parmigiano Reggiano is a hard cow’s milk cheese that can trace its origins back to the Middle Ages. Because it protected the name of origin, only cheese made in Parma, Reggio Emilia, Modena, Bologna and Mantua in Italy can legally be called Parmigiano Reggiano. (That’s why as a child the common type of sprinkled from a green container on some spaghetti is called parmesan.)

According to its website, the Parmigiano Reggiano Consortium traces its roots to the early 1900s when chambers of commerce in Italian cities sought to certify the origin of hard cheeses produced in their region. This organization was officially established in 1928.

Among the association’s objectives is “organizing and participating in initiatives aimed at promoting ‘Parmigiano Reggiano’ cheese, promoting its reputation, image, popularity, circulation and consumption in Italy and abroad.”

“Parmigiano Reggiano is not just a symbol of excellence rooted in tradition, but increasingly a truly iconic global brand,” Carmen Forboso, head of marketing for Parmigiano Reggiano Consortium, told The Hollywood Reporter. “This partnership with UTA…allows us to connect with new audiences in an authentic and relevant way. With only three natural ingredients and centuries of artisanal knowledge, Parmigiano Reggiano stands for simplicity, quality and depth, and we’re excited to explore new formats and platforms to tell this story globally.”

So move on, pasta, Parmigiano Reggiano is looking for a new kind of pairing. Netflix and Night Cheese, maybe?