NEW PROMOTION PROGRAM APPROVED FOR JAPAN

21.11.2007

Parma, 21 November 2007 - The European Commission has just approved a new promotion campaign that will put Prosciutto di Parma, Parmigiano-Reggiano and Port wine in the spotlight in Japan. It is one of a number of European Union supported programs designed to educate consumers about the importance of Europe’s system of quality food and wine certification and the value of geographical indication. This is the only promotion program currently funded by the EU that partners Italian products with a product from another country, namely Portugal.

The program will include a combination of educational, promotional and media events and will last for 3 years.  "We are extremely pleased," said Stefano Tedeschi, chairman of the Parma Ham Consortium.  "We would like to thank the Italian Ministry of Agriculture, Nutrition and Forestry (MIPAAF) and the European Commission for having recognized our desire to create a campaign for Japan that involves more than one country and showcases some of the finest products Europe has to offer. Prosciutto di Parma, Parmigiano-Reggiano cheese and Port wine are excellent examples of products that have received the EU’s Protected Designation of Origin (PDO)."

Prosciutto di Parma and Parmigiano-Reggiano have partnered in several different promotion campaigns co-financed by AGEA and the European Union in non-EU markets. They are also currently involved in a 3-year project in the USA.

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