“Assi nella Manica”: new gourmet project to promote Parmigiano Reggiano PDO and Traditional Balsamic Vinegar from Modena PDO unveiled in London

On Monday 20 March at London’s exclusive Brand Exchange club, the new campaign to promote PDO products Parmigiano Reggiano and Traditional Balsamic Vinegar from Modena was unveiled

London, 21 March 2017 – On Monday 20 March, journalists, food experts and sector operators were able to attend an evening dedicated to artisan production, quality, and above all, to the sensory characteristics that make two of Italy’s most famous products so unique: Parmigiano Reggiano PDO and Traditional Balsamic Vinegar from Modena PDO.

This event at the Brand Exchange club in London was the first in a tightly packed schedule of activities arranged as part of the “Assi nella Manica” project, a campaign for promoting the two products, funded by the European Agricultural Fund for Rural Development and the Emilia Romagna region.

 Chefs from the Chef to Chef Emiliaromagnacuochi Association will be directly participating in the project, which aims to increase awareness and appreciation of the two PDO products throughout the London area, and, together with the respective protection Consortia, will be preparing dishes and recipes to promote the use of Parmigiano Reggiano and Traditional Balsamic Vinegar from Modena.

Parmigiano Reggiano Aceto Balsamico
Parmigiano Reggiano Aceto Balsamico

Riccardo Deserti, Director of the Parmigiano Reggiano Consortium and Mario Gambigliani Zoccoli, President of the Consortium of Traditional Balsamic Vinegar Producers launched the campaign, taking the audience through the characteristics of the respective products, highlighting the distinctive features that make them unique and inimitable.

French-Columbian chef Charles Michel then stepped up to further enhance the evening: the graduate of Paris’ illustrious cooking school “Istitut Paul Bocuse” and food psychology and aesthetics expert gave an interesting talk on how presentation influences sensory perception.

Parmigiano Reggiano Aceto Balsamico

After the talks, guests were able to taste the two products, their experience enriched by guidance from Charles Michel, who led them on a journey through the flavours, with a particular focus on umami: Parmigiano Reggiano is rich in this so-called fifth taste thanks to the presence of monosodium glutamate, which forms naturally in our cheese.

The campaign schedule includes other catering events in some of London’s most renowned venues, as well as information course for cooks and gourmets in the deli sections at Harrods, Selfridges and Briciole.

Upcoming “Assi nella Manica” events:

  • 5 April – Dinner at Massimo Restaurant with a menu created by chef Terry Giacomello from Parma’s Inkiostro restaurant
  • 4 May – Dinner at the Petersham Nurseries restaurant with a menu created by chef Daniele Repetti from the Nido del Picchio restaurant in Carpaneto Piacentino (Piacenza)
  • 7 September – dinner at the Sager and Wilde restaurant with a menu created by chef Giampaolo Raschi from the Guido di Rimini restaurant.
  • 19 October – dinner at the Bocca di Lupo restaurant with a menu created by chef Isa Mazzocchi from the La Palta di Borgonovo Valtidone restaurant (Piacenza).

All events will include a focus session on the two products and live communication on specially set up social media accounts. All gourmet events will also be combined with a training course led by staff from the two Consortia and the chefs. In particular:

  • 6 April- training seminar at Selfridges
  • 6 September – training seminar at Briciole
  • 18 October – training seminar at Harrods

The project concludes on Tuesday 7 November with a final press conference.