Innovation and convenience are now considered vital for attracting new targets in cured meat sector. Ties to tradition and the focus on organoleptic qualities of the product allow companies to stand out from the competition. “We are expanding our offering – announces Stefano Cattaneo, sales manager at Motta – by introducing new products such as cooked ham flavoured with aromatic herbs, produced following an old company recipe, which among other, includes a cooking phase out of the mould: a characteristic that confers the final product a unique appearance. Hence, we are also aiming towards foreign markets, where we rely on a collaboration with a company already established in the market.”
In short, the growth in this sector can be linked to two distinct drivers. The first is related to the advantages given by the packaging; the second consists in presenting the consumer with new ways of using the product, ways that differ from the norm.
“We concentrate our efforts above all on the pre-cut sector, which is the most important in terms of value – states Enrico Ligabue, marketing manager at Grandi Salumifici Italiani – over the years, we have developed a wide product range, including the recently launched new line of cold cuts Storie di Sapore Casa Modena, in which pre-sliced cooked ham, Cotto di Famiglia, plays a fundamental role. In fact, it possesses a series of unique characteristics, such as the excellent quality of raw materials originating exclusively from Italian animals, and the absence of allergens. In addition, the unique shape of the tray makes the packaging very distinctive, while the name evokes pleasant feelings”.