PARMIGIANO-REGGIANO AT CIBUS 2006

The stand provides a strategic reference point in which to meet operators from the supply chain, and with whom visitors can compare notes on the very latest issues

Parma, 4 May 2006 - Once again, this year will see the participation of the Parmigiano-Reggiano Consortium at Cibus, the important food fair scheduled to take place at Parma Fair Grounds from 4 to 7 May.
The Consortium's stand ( Pavilion 1 - A 14 ) sets itself up as a strategic point for meeting up with all the supply chain's operators, to compare notes with them on all the most important issues concerning "the king of cheeses".
Indeed as director Leo Bertozzi declared, the Consortium set out with the aim of creating a stand that illustrates the values of Parmigiano-Reggiano to the visitor through images and words, putting the cheese under the spotlight to highlights its lesser known and most hidden characteristics.
"The images- Bertozzi continues - are those that decorate the stand and portray the people who love Parmigiano-Reggiano, recorded in poses that verge on being loving towards this cheese. The words, on the other hand, are those that come out of the wooden forms and are placed on totems and matched with real wheels of cheese in a conceptual alternation between real and virtual that accompanies the visitor through the world of Parmigiano-Reggiano. Other words are projected with beams of light whilst further images arise from emotional films, with the aim to capture attention at the moment of consumption. Last of all, the reference to the territory and production could not fail to put in an appearance, with a wall of wheels of cheeses which plunges us into the atmosphere of the cheese factories".
"Cibus - declares Bertozzi - sees the concentration of a large number of initiatives. Amongst other things, we have programmed various encounters with both operators and journalists who are present at the event who have scheduled a visit to our cheese factories. The event will also provide an opportunity for reflecting on actions that aim to safeguard and watch over Parmigiano Reggian an issue of pivotal importance for the Consortium. Indeed as part of the convention on Italian sounding organised by Buonitalia, Federalimentare, ICE and Fiere di Parma, Friday the 5th will feature the possibility to meet various ministerial chiefs with whom the Consortium is in constant touch for the preparation of safeguarding regulations".
On a promotional level, Cibus will also provide an opportunity for visitors to acquaint themselves with the initiatives that the Consortium has underway at present: these include the promotional programme in the USA with the Prosciutto di Parma (Parma Ham) Consortium, the project to promote Chianti Classico and Mozzarella di Bufala Campana (Buffalo Mozzarella of Campania) in a number of European countries, the new advert on the incomparable taste of Parmigiano-Reggiano and the sponsorship deal with Olympic marathon champion Stefano Baldini. Not to mention the special attention dedicated to children, with the unveiling of the new section of the website dedicated especially to little ones.