Nicola Bertinelli new President Of the Parmigiano Reggiano Cheese Consortium

Unanimous vote of the protection body’s Board of Directors. Deputy Presidents are Guglielmo Garagnani (Substitute), Sergio Frignani and Ugo Scalabrini.

Reggio Emilia, 8 April 2017 - Nicola Bertinelli, 44, executive of the Azienda Agricola Bertinelli Company of Medesano (Parma), is the new President of the Parmigiano Reggiano Cheese Consortium.
Graduated in Agricultural Sciences and Business, a master degree in Business Administration at the University of Guelph (Canada), Bertinelli was elected unanimously by the Board of Director of the Consortium.
Three days after the Consortium Members’ General Meeting, the process leading to the renewal of the Governance bodies was completed through the provincial meetings in Parma (10 members), Reggio Emilia (9), Modena (5), Mantua (3) and Bologna (1 member).
Bertinelli will be helped by Deputy Presidents Guglielmo Garagnani (substitute, Provincial Office of Modena), Sergio Frignani (President of the Provincial Office of Mantua) and Ugo Scalabrini (Provincial Office of Reggio Emilia).
In addition to the President and Deputy Presidents, the members of the new Executive Committee of the Parmigiano Reggiano Cheese Consortium are Andrea Bonati (President of the Provincial Office of Parma), Emilio Braghin (President of the Provincial Office of Modena), Mario Gualazzi (Provincial Office of Parma), Lorenzo Pinetti (President of the Provincial Office of Reggio Emilia), Angelo Romagnoli (President of the Provincial Office of Bologna) and Alberto Viappiani (Provincial Office of Reggio Emilia).

 

"The new Board’s first objective - underlines Bertinelli - is strengthening the tie, engagement and joint action of all the players whose income is linked to the Parmigiano Reggiano supply chain, starting from the dairies and breeders who continue risking and investing in work and financial resources to keep up the reputation of such an extraordinary product”.
Thus other specific programmes “supported by innovative elements - states the new President - that aim at further improving the effectiveness of the Consortium’s activities".
Bertinelli talks specifically of actions and reforms that will affect various areas starting from the "strengthening of controls along the supply chain, the fight against counterfeits, the supervision of industrial grating and packaging activities, the growth strategy on foreign markets".
"Work guidelines - Bertinelli continues - that focus on a new central role of the Consortium that must become more proactive, and ascertain its role as a model of authoritativeness and ethics, strengthening especially supply chain controls to protect both producers and consumers".
"But that is not all", adds the new President; "the Consortium should also make an additional communication effort to convey the extraordinary benefits and distinctive elements that make Parmigiano Reggiano PDO unique worldwide, driven by the awareness that our target consumers are evolved and in Parmigiano Reggiano they seek something that goes beyond a mere product function". "In the current market scenario - explains Bertinelli - our target audience  are those who look for a product that is authentic, Italian and has a tie to its land of origin. This is how you can communicate the distinctiveness of a product in an effective and consistent way”.
"A specific focus - concludes Bertinelli - should be given to exports: the export rate should increase from 37% to 50% by targeting the premium segment of consumers who, in a great Italian product, are not only looking for an organoleptic experience, but also for exclusivity, traditions, stories and ties to the land of origin".

NICOLA BERTINELLI - SHORT BIO

Nicola Bertinelli, 44, is the CEO of Azienda Agricola Bertinelli, that has been producing Parmigiano Reggiano PDO since 1895 in Medesano, on the hills of Parma. He has an unusual educational background: after graduating in Agricultural Sciences and Business at the Università Cattolica del Sacro Cuore, Nicola Bertinelli moved to Canada to attend a Master in Business Administration (MBA) at the prestigious Department of Food, Agriculture and Resource Economics of the University of Guelph. He remained in North America for three years working as a Professor Assistant. Once back in Italy, Nicola Bertinelli took the lead of the family business with the help of his father, Gianni. In very few years, he deeply changed the Azienda Agricola Bertinelli company inventing a totally new business model. His business philosophy is based on some key concepts. First of all the supply chain, because the Azienda Agricola Bertinelli company manages the entire Parmigiano Reggiano PDO supply chain: production of fodder, breeding of cattle, production of milk, processing of the milk at the dairy, maturation and distribution of the cheese.  Then “distinctiveness”, which means the desire to enhance and promote Parmigiano Reggiano PDO with an offering for modern and evolved consumers that takes the market needs and cultural aspects of the various countries into consideration to grow also in terms of exports. Examples of distinctiveness are products like Parmigiano Reggiano PDO Millesimato, Parmigiano Reggiano PDO Kosher and the recent Halal (from the Arabic "allowed") certification.