Parmigiano Reggiano takes action in the USA controls, fight against counterfeits and 1.2 million in investments. +10% target

One fifth of all export investments allocated to what is now our major foreign target market, with 250,000 wheels exported in 2016. President Bertinelli: put a stop to imitations in partnership with retailers

Reggio Emilia, 29 June 2017 - The Parmigiano Reggiano Cheese Consortium is adopting a strategy of all-out attack in the United States and North America, which are the pillars on which our Protection body's four-year development plan rests.

In the USA - which in 2016 was the top-ranking foreign market, with 250,000 exported wheels - investments will reach 1.2 million by the end of the year, namely, over 20% of the total resources allocated to export support. At the same time, the Consortium has greatly stepped up measures against imitations and "Italian sounding" phenomena, which mislead 67% of US consumers, inducing them to consider Italian the many products displaying evocations of our country (the most common one being the Italian flag).

"The chances of expanding our US and Canadian markets are good, - points out the President of the Parmigiano Reggiano Cheese Consortium, Nicola Bertinelli - mainly because there is a growing focus on our product’s values (particularly its total naturalness and deep ties to the land) and distinctive characteristics, linked to the different maturation stages, cattle breeds, the mountains, and the different production methods that respect traditions and cultures of other parts of the world." 

"Together with retailers, - says Bertinelli - at the recent Fancy Food Show in New York we identified new segments of consumers and some States in which knowledge of our product is not yet widespread: that is why we will organize more events and provide further information in retail outlets in order to optimize our brand positioning, with a 10% growth target for 2017."

"New opportunities are opening up throughout North America - adds the President of the Parmigiano Reggiano Cheese Consortium - and in order to seize them we will not limit ourselves to increasing investments and strengthening partnerships with retailers. Our strategy will also include actively enforcing controls and fighting counterfeit products, whether they are produced in the USA or elsewhere."

"Especially in the US market, which absorbs 7.2% of the total production of Parmigiano Reggiano - Bertinelli continues - counterfeiting is widespread and difficult to eliminate because of lax legislation that gives no protection against evocations of original PDO products. Today, however, we are convinced we have found a new and great ally in retailers, which have every interest in promoting those products of controlled origin which consumers are increasingly focused on."

"Just as we did at the Fancy Food Show in New York, together we will organize a number of special projects designed not only to make the most of these customer trends and supporting them, but also to promote the chains' different retail methods and styles."