PARMIGIANO-REGGIANO AND SPORT AT CIBUS 2008

The Consortium is present at PAVILION 1 STAND A 014. The focus is on communication in the world of sport and promotion strategies on foreign markets.

Parma, 7th May 2008 - Parmigiano-Reggiano presents itself together with sport at “Cibus 2008”, the International Food Exhibition at its 14th Edition that is taking place at the Parma Exhibition Centre from 5th to 8th May. .
The Consortium’s stand (PAVILION 1 STAND A 014) explicitly displays communication themes linked to the world of sport: the Tour of Italy cycling race, where the Consortium sponsors the “Stage Winner” in the 2007-2009 period and the collaboration with Coni where Parmigiano-Reggiano will be the official supplier of the Italian Olympic Team and Casa Italia for three years, starting from the Olympic Games of Beijing.
“Matching sport and Parmigiano-Reggiano – underlines Giuseppe Alai, Chairman of the Consortium – certainly highlights this cheese’s nutritional characteristics, its distinctive and natural aspects and, furthermore, its digestibility, which makes it perfect for consumption also when practicing sport. For this reason, besides being the Tour of Italy’s sponsor, this year we have become the official suppliers of Coni's Olympic Team for the Beijing 2008 Olympic Games, the Pescara 2009 Mediterranean Games and the Vancouver 2010 Winter Olympics. Furthermore, we have focussed on some endurance sports, which require special diets that almost always include Parmigiano-Reggiano. Indeed, our cheese is present in the diet of Nives Meroi, the mountain climber who is climbing all the fourteen eight-thousanders on Earth; of Alex Bellini, who is rowing across the Pacific Ocean; of skier Giuliano Razzoli and of other athletes who are competing at a world level. We should not forget the support we provide to local teams, which are the expression of the most popular team sports: rugby, with Overmach Cariparma Rugby from Parma; volleyball, with Cimone Volley from Modena; and basketball, with Reggiana Basket from Reggio Emilia".
Following the recent judgments (one adopted by the European Community Court of Justice and one by the Berlin Court that condemned a German company producing “Parmesan” cheese) that are “fundamental – underlines Alai – for the protection of Parmigiano-Reggiano’s designation of origin and brand, hence for the protection of producers and consumers, the Consortium is investing in communication and promotion in a difficult market period to increase consumption, in particular in foreign markets. For this purpose, the Consortium is establishing a completely new relationship with companies operating on international markets to carry out targeted promotional activities in line with sales activities.
In particular, a programme is being developed to organise promotions at sales outlets of distribution chains abroad with the aim of increasing the volume and value of Parmigiano-Reggiano exports. The countries where investments will be made are: USA, Japan and United Kingdom (as strategic markets); France, Spain and Germany; Russia and China (as potential and emerging markets).
Whilst the Consortium is working on foreign markets, the research that started in recent weeks to develop innovative Parmigiano-Reggiano based products (snacks, etc.) continues to channel a share of the production to this end and not to maturation.