Prosciutto di Parma partners up with three major US restaurant chains.

In view of the extraordinary growth recorded last year (+32% in volume of exported product) and the positive performance recorded in the first few months of 2022, the United States confirms itself as the leading foreign market.  

The catering sector, which was hit hard by the pandemic crisis, is a true indicator of the state of overcoming difficulties linked to the Covid-19 pandemic, and is capable of providing a clear image of the recovery of consumption habits linked to the sphere of sociability. For this reason, the Consorzio is striving to implement collaborations in the sector in all international markets. 

With the aim of increasing brand awareness and sales in the US foodservice channel and reinforcing the already positive performance recorded in recent years, the Consortium has launched a promotional programme with three major US restaurant chains and 20 independent restaurants.   

• Founded by two friends both originally from Parma, The Palm Restaurant has been serving traditional Italian dishes since 1926; it now has 19 restaurants across the country.  

• Kimpton Hotels and Restaurants has 66 locations in the US serving a variety of quality food and Italian culture.  

• Grotto and La Griglia are part of Landry’s, one of the largest restaurant groups in the US, and have 7 restaurants.  

  Starting from 15 October p.v. and for about two months (some initiatives will continue for the whole of 2023), Parma Ham will be incorporated into the menu’s of these restuarants, resulting in a total of 100 restaurants across different states. Supported by an intense work of social communication that will see Parma Ham collaborate with the chains’ channels, the partnership will be defined in different ways depending on the brand; this will include a ham based “happy hour”, restaurant staff training and recipe usage.  

  “The agreements finalised with the three US chains represent the completion of a journey begun last year, as part of a strategy aimed at assisting the recovery of the restaurant industry in international markets, after the global pandemic. In the United States, in particular, we are devoting considerable attention to the foodservice world, to help it further strengthen the presence of Parma Ham in out-of-home consumption,” comments Parma Ham Consortium Director Stefano Fanti.