Consortium Taps Celebrity Chefs for Fall Event Series Parmigiano Reggiano is rolling out a series of immersive experiences bookable through Airbnb Experiences in New York City this fall, following a successful pilot program in Paris earlier this year. The centerpiece of the lineup is "Get Game Day Ready with Parmigiano Reggiano," a bespoke workshop co-hosted by Italian chef Andrea Belfiore (Ciao Evento) and food creator Ella Kahan (ChewYorkCity). Guests will taste different maturations of the cheese, discover flavor pairings, and learn to build premium grazing boards. Five public editions will be available to book starting this fall. The program kicked off with a media preview on September 13th at Tribeca's EVÈNTO, where attendees participated in a board-making workshop before watching the New York Jets' first away game.
Existing Venues Join Program Beyond the flagship workshops, Parmigiano Reggiano is integrating into several established Airbnb Experiences across New York: Rusty Supper Club in Brooklyn will weave the cheese into seasonal menus with informal tastings and innovative pairings. Golden Cat, hosted by Michelin-trained chef Nicholas Tran, will feature intimate 8-seat sessions exploring cheese maturations and contemporary culinary applications. Frank's House, guided by chef Gina Bruno, will showcase Parmigiano Reggiano through curated menu formats and storytelling in her Brooklyn brownstone event space.
Market Context
Carmine Forbuso, Head of Marketing at Parmigiano Reggiano Consortium, said: "Parmigiano Reggiano has always been a product shaped by craft, heritage and time. Following our pilot program in Paris, the New York initiative gives us the opportunity to explore the product through New York food culture. By collaborating with these incredibly talented local culinary hosts, we are showing epicures how easily Parmigiano Reggiano can elevate everyday occasions—from an intimate dinner party to a Sunday football gathering." Experiences run through November, with expansion planned for London this fall. Bookings are available at airbnb.com/e/parmigianoreggiano.
Why It Matters
This partnership demonstrates how ingredient suppliers are shifting toward experiential marketing to build brand loyalty and reach affluent consumers willing to pay premium prices for curated dining and education. The model—pairing a protected-origin product with celebrity chefs on a platform like Airbnb—blurs the line between ingredient marketing and hospitality, a trend operators in the experiential dining space should monitor.
For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.
Written by FBM Publications Editors
