As part of the “Autentico Piacere Europeo” (Authentic European Pleasure) three-year campaign – launched in 2017, co-financed by the European Union and promoted by Istituto Valorizzazione Salumi Italiani – IVSI (Italian Cold Cuts Valorization Institute), Consorzio Cacciatore Italiano, Consorzio Mortadella Bologna, Consorzio Zampone and Cotechino Modena IGP – an exclusive dinner dedicated to local media and experts was held in Munich on 26 February. A real gourmet evening organized with the collaboration of the JRE – Jeunes Restaurateurs d’Europe partner, the most important European association of young restaurateurs devoted to innovation, traditional regional culinary heritage, and respect for European gastronomy. But the real protagonists in the Bavaria capital city were the PDO and PGI Italian cold cuts. These have been reinterpreted by the chef of JRE Andreas Hillejan and the kitchen brigade of the prestigious Hotel Excelsior By Geisel. More than forty journalists, bloggers and influencers took part enjoying – from the appetizer to the main course – original and successful combinations, capable of enhancing and enhancing the unique organoleptic characteristics of these typical and authentic products.
ITALIAN COLD CUTS
The evening was opened by the Director of the three Consortia, Gianluigi Ligasacchi, and by the Press Office Manager of IVSI, Tiziana Formisano, who introduced the guests to the campaign goals. Now in its second year, the campaign aims to raise awareness and recognition on certified PDO and PGI Italian cold cuts in the German market, which is the most important for the sector among EU countries. According to data from ASSICA (Italy’s association of cold cuts producers), in the first nine months of 2018 exports to Germany increased in volume by 3.1% (25,613 tons) and by 1% in value (over 241.6 million euros). Cooked sausages performance was excellent: +11.6% in volume (3,715 tons) and +3.5% in value (17.4 million euros). A positive contribution came from Mortadella Bologna PGI, whose sales and appreciation by German consumers grew over the last months. There was also a significant increase in shipments of cooked hams: +9.7% (2,663 tons) and +9.4% (20.2 million euros).
A SUCCESSFUL DINNER IN MUNICH
The great appreciation for Italian PDO and PGI cold cuts was shown by the German public during the dinner in Munich. Many positive comments and requests for in-depth analysis were expressed by media representatives. In the coming 6 weeks the project – which includes a series of targeted actions from media relations to the organization of press tours and information meetings in schools – will include a promotional campaign aimed at the large-scale retail trade involving German supermarket chains Rewe and Kaufland in Freiburg, Munich, and Stuttgart.