The Consortium for the Protection of Parmigiano Reggiano PDO is set to make its presence felt once again at the Summer Fancy Food Show in New York (June 23-25), the preeminent American trade expo dedicated to the food and beverage sector. This engagement is pivotal in advancing promotional campaigns aimed at driving demand for the illustrious ‘king of cheeses,’ particularly noteworthy as the United States retains its status as the foremost international market, with retail exports surpassing 5,500 tons in the initial four months of 2024—a remarkable uptick of 33.4% from the equivalent period in 2023.
Parmigiano Reggiano PDO stands as the pinnacle of Italy’s Geographical Indications framework, which contributes over €20 billion annually to production revenues, constituting 20% of the total turnover of the Italian agri-food landscape, with overseas exports amounting to approximately €12 billion. Notably, the food sector alone nears €9 billion at the point of origin, experiencing a robust growth of over 30% over the past decade. The value of Parmigiano Reggiano PDO itself now approaches €1.7 billion.
At the Javits Center, New York’s renowned convention venue, the Consortium will showcase its offerings with a sprawling booth (Booth 2418-2420-2422-2424). Planned engagements include exclusive one-on-one sessions with commercial partners to disseminate strategies and highlight initiatives slated for 2024 and beyond. Renowned Chef Ambassador Michele Casadei Massari from Manhattan’s esteemed Lucciola Restaurant will be on hand throughout the exhibition, spotlighting Parmigiano Reggiano in a diverse array of culinary interpretations, underscoring its adaptability in traditional cuisines from around the globe.
Moreover, Consortium President Nicola Bertinelli will convene with key stakeholders and influential figures during a soirée on Sunday, June 23, at the iconic 620 Loft & Garden within the Rockefeller Center, offering a picturesque backdrop to unveil novel promotional ventures in the United States, alongside the introduction of an enhanced market oversight initiative, recently implemented.
This occasion also marks a significant milestone as the Consortium commemorates its 90th anniversary. Founded on July 27, 1934, it serves as the custodian for all producers of Parmigiano Reggiano committed to safeguarding, advocating, and elevating awareness of this time-honored product on the global stage. Notably, the inaugural step in this journey was the Consortium’s participation in the 1939 World’s Fair in New York.
“Participating in the foremost exposition in the world’s leading market, second only to Italy,” remarks Bertinelli, “represents a profound honor, particularly given the tremendous potential it holds for demand expansion in the years ahead.”