Hollywood’s Newest A-List Star Is… A Wheel Of Cheese? UTA Signs Parmigiano Reggiano In A Wild Move Shaking Up Movie Product Placement

Hollywood is full of stars, but its newest client is none of those things. It’s not a performer, an athlete, or even a person. It’s a cheese. In fact, it’s not just any cheese…. it’s the BIG cheese. Parmigiano Reggiano, the centuries-old staple of Italian kitchens, has officially made its debut in the world of show business.

Represented by one of Hollywood’s biggest agencies, the Parmigiano Reggiano Consortium, which oversees production standards and protects authenticity of the Italian product, is looking to place the cheese in films, television shows, and streaming content worldwide. In other words, Hollywood’s latest up-and-comer is not looking for lines, it’s looking for shelf space, screen time, and maybe even a dramatic grating sequence.

United Talent Agency, one of the industry’s largest players, will work with the Consortium to leverage its vast entertainment network, scouting opportunities for the cheese to make appearances on-screen. According to the Consortium, the partnership will work to elevate the cheese’s history, strict production regulations, and its global status as a quality ingredient. As head of marketing Carmine Forbuso said, recent export numbers have shown that the product is more international than ever, with 52% of the total production exported abroad in the first eight months of 2025.

Parmigiano Reggiano has been produced using raw milk and traditional methods in the designated Italian provinces for nearly a millennium. It has Protected Designation of Origin status, meaning that only cheese produced in the designated area can use its name. The handcrafted, tightly controlled pedigree is a key part of its selling points and the reason it’s the ideal candidate to tell its brand story on screen.

Actors have been eating it for years, but Hollywood has always had an appetite for product placement. From Reese’s Pieces in E.T., to sneakers in Forrest Gump, a well-timed product placement can vault a product into cultural history. It seems the time is ripe for a dairy-powered debut. Whether it’s a chef’s counter in a prestige drama, a rom-com kitchen montage, or a documentary about Italian cuisine, Parmigiano Reggiano is looking to make its close-up.

How many cheeses can claim to be represented by the same agency that represents musicians, actors, designers, and bestselling authors? Just one. If all goes to plan, the next time you settle in to watch a Hollywood blockbuster, you might find yourself wondering less about the plot and more about what’s being grated in the background. If Hollywood has a soft spot for breakout stars, it may soon discover that one of its brightest stars is aged, crumbly, and completely irresistible.