After a few years’ suspension due to the pandemic, Prosciutto di Parma returns to the United States to participate in person in the Winter Fancy Food Show, which will take place from 6 to 8 February in Las Vegas.

We are still living in times of great uncertainty, but we need to look forward and somehow return to normality, including through participation in one of the most interesting trade show events, said Alessandro Utini, President of the Prosciutto di Parma Consortium. Winter Fancy Food is a trade fair that takes place in the currently most important country for Prosciutto di Parma in terms of exports: in 2021, the United States recorded an exceptional increase of over 10% as regards pre-sliced Prosciutto di Parma in trays, thus becoming our first foreign market in this segment, too, which we intend to consolidate with investments and specific promotional initiatives. In general, North America is an area that can offer many opportunities to products of certified quality like ours.

 Prosciutto di Parma will feature at Winter Fancy Food in the context of HamChee, the promotional programme co-funded by the EU and carried out in collaboration with other PDO products that are partners in this project.

HamChee caters to the North American market – USA and Canada – with the aim of promoting agri-food products of excellence and providing consumers with information and knowledge about the quality and safety of PDO products,  true food and wine heritage of Italy. Another strategic element of the project is territorial expansion in order to facilitate penetration into new areas where the products still have limited distribution.

The promotional programme offers a varied calendar of activities for communicating with different audiences and includes: press campaigns; the involvement of food bloggers and influencers; distributions of newsletters about PDO products; and, when the pandemic situation will allow it, events with points of sale and the food service sector, tastings, and training workshops with operators.