Cracking open a fresh wheel of Parmigiano Reggiano is a centuries-old art form, and we plan to honor this tradition (and the king of all cheeses!) by simultaneously cracking and sampling them at Whole Foods Market stores throughout the United States, Canada and the United Kingdom in an attempt to make Guinness World Records® history! Stop by our Specialty Department from 11 am – 3 pm to enjoy an out-of-this-world Parmaggedon Festival!

Feeling lucky? For a $1 Donation to the Whole Planet Foundation, guess the weight of an entire wheel of Parmigiano Reggiano! Our closest guess wins a cheesy gift basket full of Specialty products!

Try your hand at wine bottle ring toss! Land at least two out of three attempts, and you’ll be entered to win one of our custom wooden wine boxes valued at $100!

Enjoy complimentary samples from Severino Pasta paired with Italian wines, and try our homemade parmesan-truffle popcorn while you’re at it! Kids are invited to join our Demo Specialist, Cory, and make their very own batch.

Pre-registration is not required.