Loblaw Companies Limited achieves Guinness World Records® title

Over 250 select Loblaw banner stores across Canada simultaneously break 305 wheels of Parmigiano Reggiano cheese for world record

BRAMPTON, ON, March 25, 2012 /CNW/ - (TSX:L) - Loblaw Companies Limited (Loblaw) announced today that  they became the new official world record holder for the most wheels of Parmigiano Reggiano cheese cracked simultaneously, as declared by a Guinness World Records^® adjudicator.  Officially, 305 wheels were cracked. Additional results are still being tabulated.

"Today was a momentous day for Loblaw and our colleagues. It was an overwhelming experience to celebrate this achievement with our customers and colleagues at more than 250 stores; we couldn't have done it without them," said Metzi Liau, Senior Deli Category Director, Loblaw Companies. "Our colleagues were specially trained to crack the wheels in the traditional style upheld by Italy's Parmigiano Reggiano Cheese Consortium, and we are thrilled to have achieved this world record."

At the Loblaws^® at Maple Leaf Gardens* in Toronto, Loblaws^® Angus in Montreal and Atlantic Superstore^® in Halifax locations,  members of the Parmigiano Reggiano Cheese Consortium were in attendance.  In Toronto, a Guinness World Records^® adjudicator looked on as colleagues and customers cheered cheese-crackers to victory. Using special cheese-cracking knives, each of the 34-kilogram wheels were cracked and customers sampled the fresh cheese.

"It is exciting for us to witness Loblaw earn the title of Guinness World Records^® holder for the most wheels of Parmigiano Reggiano cheese broken simultaneously; we take great pride in the production and quality of this cheese," said Leo Bertozzi, Director of the Parmigiano Reggiano Cheese Consortium. "Parmigiano Reggiano is one of the most carefully produced and thoroughly enjoyed cheeses in the world. For centuries, it has been considered the 'king of cheese' for its incredible taste and crystalline texture.

Parmigiano Reggiano is a hard Italian cheese produced in the provinces of Parma, Reggio Emilia, Modena or Bologna, using the same recipe for almost 1,000 years.

The Consortium is the group of dairy producers and cheese makers designated to preserve the integrity and quality of each wheel of Parmigiano Reggiano created.  They also raise awareness of Parmigiano Reggiano around the world.  The Consortium is officially assigned to the task of adhering to the specifications outlined by the PDO (Protected Designation of Origin), when inspecting each wheel of Parmigiano-Reggiano.

About Loblaw Companies Limited:
Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food retailer and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ more than 135,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice^®, no name^® and Joe Fresh^® brands. In addition, the Company makes available to consumers President's Choice Financial^® services and offers the PC^® points loyalty program.

*Reg'd TM. Lic'd use.

Image with caption: "Three 36-kilogram wheels of Parmigiano-Reggiano are cracked open at the Joseph Howe Superstore® in Halifax, as part of a Guinness World Record attempt by Loblaw Companies Limited to crack the most wheels of cheese simultaneously. More than 250 participating stores cracked 305 wheels, breaking a previous record of 176 wheels. (CNW Group/Loblaw Companies Limited)". Image available at: http://photos.newswire.ca/images/download/20120325_C7654_PHOTO_EN_11536.jpg

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