RETAIL TASTING BLITZ TO PUMP HOLIDAY SALES OF PROSCIUTTO DI PARMA® AND PARMIGIANO REGGIANO®

09 .11.2007

At the perfect time to support gourmet retailers’ holiday sales, the Consorzio del Prosciutto di Parma and the Consorzio del Formaggio Parmigiano Reggiano have scheduled a product tasting blitz in gourmet food stores where both products are sold. Nearly 400 tastings are scheduled in Washington, Oregon and California to run the two weekends before and the two weekends after Thanksgiving.

“This year, we’re concentrating our promotional efforts on the West Coast, where these two high quality European imports are rapidly gaining popularity,” says Paolo Tramelli, Marketing Director for the Prosciutto di Parma consortium.

Schedules of the events will be published in local newspapers to drive consumers to visit the stores for a free tasting and to pick up information about usage and handling of Prosciutto di Parma and Parmigiano Reggiano.

“Past experience proves that once customers taste these exceptionally fine authentic products, they want to take them home,” says Cristiana Clerici, Marketing Specialist for the Parmigiano Reggiano consortium. “The demos we’ve designed--including thorough demonstrator training—are sure to dramatically boost sales during the holidays and well beyond.”

Each demonstrator receives a custom-designed “Demo-in-a-Box” kit for each event that includes everything needed to set up an attractive presentation. In addition, demonstrators participate in a mandatory hour-long training session by phone so they all arrive at the stores with product knowledge and handling skill, and are able to generate dialogue that will encourage customers to make purchases.

The demonstrators will suggest simple, elegant ways Parmigiano Reggiano and Prosciutto di Parma can be used for holiday entertaining and everyday pleasure. They will also speak to customers about the European Designations of Quality system and the tradition, history and quality of the products and will point out the specific markings that ensure authenticity.

In conjunction with the holiday tasting blitz, training sessions for West Coast deli and cheese distributors and retailers have been scheduled for December. These activities are part of a three-year marketing initiative for Parmigiano Reggiano and Prosciutto di Parma in the U.S., supported by the European Union and the Italian government. The initiative includes advertising, public relations, in-store promotions, trade show exhibits, and training and education for the foodservice and retail industries.

To learn more about retail programs for Parmigiano Reggiano and Prosciutto di Parma or to order consumer handouts or retail handling guidelines, contact info@lewis-neale.com, call 212-420-8808 or visit www.parmigiano-reggiano.it and www.prosciuttodiparma.com.

- top -