Parmigiano Reggiano takes on the chinese market

A few months after registering its trademark in Mandarin and Cantonese Chinese, the Consortium will participate in the Sial exhibition in Shanghai from 6 to 8 May and in 7 roadshows in Beijing from May to December 2015

Reggio Emilia, 5 May 2015 - The Parmigiano Reggiano Consortium is launching a long, structured and massive campaign in China, "a market that offers extraordinary opportunities - says the agency manager, Riccardo Deserti - but which requires particularly targeted initiatives, as consumption of cheese - and particularly of hard cheeses, which are not well known - is not part of the traditions of a great many of the consumers".

After hosting a training workshop and tasting, on May 4, in the Italian wine bar in Yishang with journalists, business operators and the main distributors of Parmigiano Reggiano on the Chinese market (among them Italuck, BrightView, SinodiseGoodwell China), and after a media dinner with the leading gourmet magazines at the Italian restaurant "Dolce Vita", the Consortium will be participating for the first time in Sial China, the great exhibition taking place in Shanghai from 6 to 8 May.

“Our main objective - says the Consortium president, Giuseppe Alai - is that of introducing business operators and visitors to the essential characteristics of Parmigiano Reggiano, its production process, and its nutritional qualities, and also of providing a range of information on how to distinguish the authentic product from imitations and similgrana products, which in China as well are offered at very low prices".
"Although per capita consumption is still low - Alai continues - the gradual westernisation of dietary habits that is taking place in the large cities is opening up particularly relevant opportunities (from the current 50 grams per capita annual consumption to an expected growth to 230 grams in 2019), especially because it is linked with a special interest in Protected Denomination of Origin products; this is why an intense and widespread information initiative is needed both regarding the individual product and in partnership with other Italian and European top food products".

"To this end - says manager Riccardo Deserti - our initiatives in China under the umbrella of the "The Tastes of Europe Campaign" are particularly important. This campaign is aimed at promoting the quality of PDO and PGI products and from May to December 2015 it is concentrating on China, where in 2014 we succeeded in registering the Parmigiano Reggiano trademark transliterated into Mandarin and Cantonese Chinese, a very important result for protecting producers and consumers from fake products".

The launch of initiatives linked to the European project is scheduled for May 6 in Beijing with a press event, a cooking show and a buffet (with 1,500 guests expected); the campaign will then continue with 7 roadshows in shopping centres and luxury avenues in the months of May, June, July, September, November and December, with an event also planned at the German Embassy in Beijing.
"Our participation in the European campaign - says Deserti - aims to create greater awareness among consumers and Chinese media about the characteristics of PDO products and their guarantee of authenticity and quality, intensify relations between European producers and importers, distributors and Chinese retailers, introduce the value and essential components of these products to the Chinese authorities and institutions, and increase knowledge about areas of origin"
"Our Chinese agency, Shanghai Yishang Wines Business Consulting Co. Ltd - says Deserti in conclusion - will be present at every event to supervise the tastings and offer information material".