Bresaola is currently not all that well-known outside of Italy, especially amongst big retailers. But, rather than a limitation, this actually represents a genuine opportunity for significant growth. This is demonstrated by recent export trends and the gradual penetration of the product into new markets, in particular, those outside the EU. “The real challenge” according to Nicola Paganoni, sales manager at Paganoni, “will be to educate the consumer as to how to recognize and appreciate genuine quality. To achieve this we are concentrating first and foremost on the product itself, at the same time ensuring we communicate our message well and select the best retailers, offering our clients an alternative that really stands out from the competition. Bresaola’s future, for the most part, looks highly promising, which has a lot to do with the fact it is one of the few cured meats made using beef rather than pork, making it highly attractive to Asian markets”. The company specialized in the production of Bresaola from the Valtellina region, is focuses on the premium market and has a cross-channel approach, with a number of different offerings and three brands: Paganoni, GranBresaola and Rosa delle Alpi. “Our best-selling product outside Italy is without question Bresaola della Valtellina Igp (Pgi-Protected geographical indication)” Nicola Paganoni continues, “This product is further strengthened by European Community approval, which guarantees its quality, and makes it is easily identifiable by consumers. Right now, we have a presence in a few European countries, such as the UK, France and Spain, primarily in the restaurant sector. We now intend to further increase our presence in different regions and to break out of the confines of Europe in the near future. To this end, we are satisfied from the recent launch of Bresaola LaChianina, which is produced from Italian Chianina beef. This is an offering with a strong regional identity, which responds to the specific needs of this segment”.