PROSCIUTTO DI PARMA AND PARMIGIANO-REGGIANO JOIN FORCES IN AMBITIOUS U.S. MARKETING CAMPAIGN

The consortiums for the two leading Italian specialty foods, Prosciutto di Parma and Parmigiano-Reggiano, will begin a far-reaching promotion and education program in the U.S. targeted to consumers, as well as the retail trade, foodservice operators and culinary students.  The campaign will be powered by a 4-million euro budget ($4.8 million) over its three-year duration, beginning in early 2006. The European Commission has appropriated 2 million euros for the joint effort, and the remainder will be funded by contributions from the consortiums and the Italian government.

            “The EU funding allows us to make our product more competitive in the U.S. by raising consumer awareness about the qualities that differentiate Prosciutto di Parma from other hams,” says Stefano Tedeschi, president of the Consorzio del Prosciutto di Parma. “At the same time we will be educating people about the PDO system that helps assure the high quality of our product and many other European foods.” In order to qualify for the coveted Protected Designation of Origin certification, products must meet rigorous standards related to naturalness, aging, authenticity and traceability.

            Following consumer usage and attitude studies to help position the products effectively, the campaign will reach audiences through ads and articles in mainstream publications and hundreds of in-store promotional events. Retailers, distributors, foodservice operators and student chefs will gain in-depth knowledge about the production, purchase and handling of these premium Italian products through customized on-site training programs and trade magazine inserts. The two associations will also participate jointly in the winter and summer Fancy Food Shows.