Parmageddon is near! We’re crash landing in the Specialty department to rally around the center of the cheese universe, a 90lb wheel of Parmigiano Reggiano. At exactly 3:00 p.m. Eastern Standard Time, every Whole Foods Market around the globe will use traditional Italian Parmigiano tools to simultaneously crack open the wheels of cheese and break a Guinness World record. Take a photo with the giant wheel of cheese during the event and post to Instagram #parmcrack for a chance to win a $250 gift card!