Looking abroad and opening up to internationalization has become key to keeping competitive – said Vittorio Capanna, President of the Consortium.

France, our host in the next few days, is a historic market of ours, and together with Germany also the most important one in terms of exports.

However, it is essential for us to continue to be active in an area that is gradually giving way to non-European countries.

In France, particularly, we have diversified our initiatives in order to reach different targets.

Our promotional project is structured around three areas: delicatessens, catering and professional training.

Specialist is the initiative involving delicatessens and some restaurants – to date about 300 around the world – with the aim of promoting Prosciutto di Parma and at the same time certifying the delicatessens. We also continue to work in partnership with groups of restaurants focused on Italian cuisine and with many families as customers, where Prosciutto di Parma holds a place of honour in the menu.

Our technical training activities for learning more about the use of Prosciutto di Parma in the kitchen and its organoleptic qualities is aimed at the professional target, namely internal staff, operators in the catering sector and qualified chefs.