The parmigiano reggiano cheese Consortium has had a further boost to its export activities with the signing of a new agreement between a production and sales company from the production area, Mulino Alimentare, located in Parma, and Canada’s most important retailer, Loblaws. The Canadian company is a giant in the sector with approximately 3,490 supermarkets, 22 own brands, a 45% market share, and a turnover of nearly 65 billion dollars last year. Mulino Alimentare will be the direct Italian supplier for the Canadian firm. In figures, the agreement between Mulino Alimentare and Loblaws will mean sales of 12,000 wheels every year, to be shipped to both Canada and the US.
The contract also covers supplies of parmigiano reggiano cheese diversified by brand, both as whole cheeses for the deli counters and as portioned packages, grated cheese, flakes and slices for self-service shelves under the client’s brand. Giuseppe Alai, the Consortium director, explained that, “Loblaws becomes the protagonist of a project that aims at entering the market of that so-called “Parmesan” cheese, which is significant in Canada and where no protection of parmigiano reggiano is possible because of the absence of international global regulation, like those introduced by the Eu. As a result, all the players involved in this operation will be making a strategic investment in a Pdo product with decisive effects at the Loblaws points of sale, as well as indirect action on the competitors and their references, first and foremost on the similar but non-authentic cheeses”.
