Good foreign market results for Prosciutto di Parma

28/06/2004

Sales of Prosciutto di Parma are increasing overseas. The first few months of 2004 confirm a rising trend compared to last year (2003 ended with an increase of 4.3%), especially for pre-sliced products –which have registered a real boom over the last few years – as well as exports to non-EEC countries.

In the first five months of 2004, companies belonging to the Consortium have sold over 1 million and 70 thousand Kg of Prosciutto di Parma, equal to approximately 10.5 million packets (+18.3% compared to the same period, 2003).

In particular, the pre-sliced market has grown by 62.4% in Japan (from 5.695 Kg to 9.246 Kg), by over 30% in Scandinavia (from 19.648 Kg to 26.352 Kg), by 24% in Germany (from 64.648 Kg to 80.124 Kg) and by 9,3% in UK (from 249.139 Kg to 272.204 Kg). Regarding “traditional” product performance outside of Europe, sales have shown an increase in Canada (+54.7%: from 5.845 to 9.041 Hams) and in Japan (+4.7%: from 26.227 to 27.642 Hams). However, sales in the USA have dropped. A downturn that is partly physiological following export exploitation in 2003; let’s not forget that the growth of the American market last year was 27.6%.

“In order to see good results outside of the Italian market – says Stefano Fanti, director of the Parma Ham Consortium – it is important to raise awareness of the quality and excellence of our Ham and the production processes that form it. For this reason, we will dedicate ourselves to providing information also with meetings, exhibitions and conventions that can help increase the value of our local product”.

In effect, the King of Hams hasn’t just become a symbol of “made in Italy” all over the world, but also represents an example to be copied for its protection and development strategies within third markets. Only last week the Consortium was in Hong Kong to hold a technical seminar aimed at the restaurant sector in collaboration with ICE and the Shangri-La chain. From 27 to 29 June, the Consortium will then move on to New York, together with Parmigiano Reggiano and French cheese Comté to promote the three PDO (Protected Designation of Origin) products at Fancy Food, the most important food trade fair in America. Then it’s Peking’s turn: from 6 to 7 July, where a convention on Geographical Indications is being held, organized by the European Commission, DG TRade and the Chinese authorities to which the Consortium has been invited to speak about its own experience regarding its fight against imitation. Finally, from 14 to 17 July, the Consortium will be at Cibus Russia, together with the Reggio Emilia Region and with other products to ‘create a culture’ of made in Italy and to present itself to the Russian market.

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