In Vancouver Parmigiano-Reggiano Cheese Meets Distributors And Caterers

Meetings and tastings to support export

Reggio Emilia, Italy 12 February 2010 - After the Olympics in Beijing and the Mediterranean Games, Parmigiano-Reggiano cheese is a key player of the big event, on which, in these days,  the attention of the sports world is focusing: the Winter Olympics in Vancouver.

Led by the President Giuseppe Alai, a delegation of the Consortium will be continuously present at Coni Casa Italia, a meeting place for journalists and operators from all over the world and sponsored by the Consortium, which is also an official supplier to the Italian Olympic team.

Before the opening ceremony of the Games, an intense promotion activity was started in stores and restaurants in Vancouver, together with a wide range of meetings with Canadian distributors.
Thursday, 11 February, Parmigiano-Reggiano cheese was on display at a Thrifty Foods store in White Rock, a few kilometers out of Vancouver, where a promotion of the product is going on. The cheese is offered to customers along with the relevant information through brochures, recipe books, posters. In addition, during the visit of the Consortium representatives, accompanied by the importer Bosa Foods, a Parmigiano-Reggiano wheel was cut using the traditional knives.

After the demonstration, Giuseppe Alai presented the store owner with a set of traditional knives. In these days  Mr. Alai and the Consortium delegation will visit some of the main restaurants of the Vancouver area, among which CinCin, Araxi (Whistler), Don Francesco, Al Porto, Campagnola, Cibo, Capones, Il Giardino, Caminetto di Umberto (Whistler) and Quattro (Whistler). 
Each one of these famous restaurants will include Parmigiano-Reggiano cheese in its menu for the entire duration of the Olympic Games.

“As it was for Beijing Olympic Games and for other international sport events – says Mr.Alai these activities fit in the intense promotion schedule on foreign markets which we have begun with specific agreements with the exporters and intensified in 2009 with the collection of 66,000 wheels of cheese (operation that will be repeated in 2010) to be used for promotional activities abroad”. “The results so far – concludes Mr. Alai are satisfactory: in the first ten months of 2009 Parmigiano-Reggiano cheese exports have increased by 7%, bringing the overall share of product sold abroad to 27%”.