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Article
The Invention of Typicality: Parmigiano-Reggiano Cheese Between Tradition and Industry
Author(s)
Stefano Magagnoli
Full-Text PDF
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DOI:10.17265/1537-1514/2015.11.003
Affiliation(s)
Stefano Magagnoli, Ph.D., associate professor, Department of Economics, University of Parma, Parma, Italy.
ABSTRACT
Parmigiano-Reggiano cheese is one of the best known and most widely imitated typical products in the world. It is a cheese that enjoys an excellent reputation, deeply rooted in history. As far back as the 14th century, it was mentioned by poets and writers as a symbol of opulence and good living. Travellers took note of Parma Grana cheeses in their Italian diaries in 16th-17th centuries and it also appeared in the cookbooks of the Renaissance. In those years, however, Parmigiano-Reggiano cheese was an expensive luxury product that needed guarantees of its origin and controls that ensured the highest quality. A turning point occurred in the last decades of 19th century, when the demand of Parmigiano cheese saw a big increase as a result of the expansion of markets. The Parmigiano brand was known worldwide, so producers were able to exploit the reputation of the product and the fame of Parma and the surrounding area as a marketing tool. The beginning of a true communication strategy for the product took place in the early 1960s, in parallel with the expansion of markets in the economic boom and taking advantage of the most important “new media” of that period: the television.
KEYWORDS
Parmigiano-Reggiano cheese, consortium of Parmigiano-Reggiano, typicality, terroir, reputation of goods, the invention of tradition
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