Parmigiano Reggiano in New York: an Outstanding Showcase at Eataly Restaurants

An agreement to “attack” the USA. 4 to 6 million customers expected

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Reggio Emilia, 1 September 2010 Parmigiano-Reggiano is aiming its sights on the United States and its financial and business capital. To this end the Consortium has signed an agreement with the Eataly chain, a real colossus in catering, which since yesterday has 7,000 square metres available in New York of which half are dedicated to restaurants and areas for training and tasting and the other half to areas for purchasing premium quality products, to the point that it is considered a shrine to Italian catering in the world.
Parmigiano-Reggiano will have pride of place at the cheese sales point (just as some of the best known and prestigious Italian industries have the aegis in pasta, coffee, and other products) as well as being prevalent in promotions.
The first month of opening (which began yesterday) will feature a promotion linked to tastings scheduled at all 11 restaurants inside Eataly (including the vegetarian one, the ones for meat, deli meats, cheese, fish, beef, pasta and pizza and yet more), with dishes dedicated to Parmigiano-Reggiano.
The presence of Parmigiano Reggiano at Eataly will be constantly indicated (for the next six years and over and above any promotions) with large signs that present the product and its characteristics.
The alliance with Eataly is something brand new in the USA, but in actual fact is already consolidated in Italy and dates back to the first opening of Eataly in Turin (2.5 million visitors every year); in New York the founder and chairman of the chain, Oscar Farinetti, aims at a number of customers ranging between 4 and 6 million per year.
“An exceptional showcase,” underlines the chairman of the supervisory Consortium, Giuseppe Alai, “for a product like ours, which right from the start of Eataly’s activities was chosen as a strong point for its range of top quality products thanks to the fact that it is completely natural, and much appreciated for its long maturation and the total absence of artificial additives.”
Eataly’s goal is to select, promote and represent the very best authentic Italian products with the slogan, "Eataly is Italy", which New York is now going to accompany with that of the Consortium: “Parmigiano Reggiano® cheese—the only Parmesan cheese”. 
 “An underlining of its uniqueness,” Alai continues, “all the more important in a country like the United States, which offers no protection against imitations or evocations of the name, and where it is therefore necessary to inform consumers properly in order to gain market share that might otherwise be occupied by other cheeses that take advantage of the Parmigiano-Reggiano name.”
Eataly (a space where two new Italian car models will be presented) “…is a strategic showcase”, according to the Consortium, “…we are in the most important and representative city in the world, and the siting of this large space is extraordinary, in the very heart of Manhattan, exactly where Fifth Avenue meets Broadway, right in front of the Flatiron Building and Madison Square Park”.
Thanks to this agreement, Eataly is set to become an official agency to represent Parmigiano-Reggiano in New York, a place to meet operators and journalists, the first of whom turned up on the eve of the opening.