Prosciutto di Parma PDO producers are about to take actions to support this world renown product. The goal is to overcome the crisis fueled by the Covid-19 pandemic.
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In fact, sales have been hit hard. Total turnover decreased by at least 30% in first 5 months of 2020. “The total closure of the Horeca channel and the drastic decrease in sales at the cutting counter have led to a drop in sales of about 35% in Italy and 30% abroad – says Vittorio Capanna, president of the PDO Prosciutto di Parma protection Consortium -. Producers have reacted cutting production of 16% in the first 5 months of the year. We are doing everything necessary to preserve our most precious asset.”
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ANTI-CRISIS ACTIONS FOR PROSCIUTTO DI PARMA
In order to support Prosciutto di Parma on international markets, especially outside the EU, the Consortium obtained a temporary amendment to the product specification to extend the shelf life of pre-sliced ham by 30 days. Producers will thus be able to deliver it regularly using sea transport instead of air transport whose use is restricted due to the Covid-19 pandemic.
THE NEW PROMOTIONAL COMMUNICATION
There will also be some promotional initiatives aimed at the distribution sector, in order to encourage the consumption of hams of excellence such as Prosciutto di Parma PDO. Starting with “the month of PDO hams”. Moreover, the Consortium is intervening directly on the promotional front with its own new communication campaign.