NEW YORK — Food Emporium here on Tuesday unveiled its first-ever tie-in with Madison Square Garden to promote a new partnership between two varieties of authentic Italian cheese.
The cheeses involved are Parmigiano Reggiano and Grana Padano, two hard cheeses that have European Union Protected Designation of Origin status. The two varieties had long been rivals but have come together in a new marketing consortium.
Buonitalia, a Rome-based governmental agency that seeks to promote authentic Italian products, is supporting the promotion as a new international sponsorship partner of Madison Square Garden, the storied home of the New York Knicks and New York Rangers.
Food Emporium, a division of Montvale, N.J.-based A&P, will launch the promotion with in-store sampling, signage and endcap displays, and will tie the cheeses into its "Taste of Italy" promotion scheduled for the first two weeks of May, Michael Corsello, senior merchant, Center Store, told SN at an event celebrating the launch of the tie-in.
"This will give us a chance to promote true Italian cheeses, and speak to the everyday consumers who come to basketball games," he said.
The promotion of the new cheese partnership will expand to other food retailers around the country, including Costco Wholesale, Whole Foods Market and Wegmans Food Markets. About 30 chains operating more than 1,500 stores will be involved, Buonitalia said.
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