Prosciutto Toscano PDO was recently the protagonist of a webinar that involved about twenty buyers, Ho.Re.Ca. operators, distributors and journalists from the United States, based in New York City. The initiative is part of “Cut & Share” project, a three-year information and promotion campaign focused on two PDO Italian foods – the other one being Pecorino Toscano PDO – that are ambassadors of Tuscan food excellence.
“Cut & Share” is promoted by the two products’ protection Consortia and co-financed by the European Community. The target countries are the United States and Canada. After the start in 2020 and the participation in March at the R&C Show in Toronto – the most important Canadian B2B event dedicated to the world of food & beverage – this year the project will go on in virtual mode, involving professionals in New York, Houston, Toronto, and Montreal.
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As for Prosciutto Toscano PDO the United States are, together with the United Kingdom, the main export destination country. In fact it accounts for 15% of total exports turnover. Export sales account for 15% of the overall turnover of this cold cut which counts 20 companies and about 4,000 employees.
THE IMPORTANCE OF THE US MARKET
The green light for the distribution of Prosciutto Toscano PDO in the United States arrived in 2013. There are currently three companies operating in this market: Salumificio Viani, Salumificio Toscano Piacenti, and Gozzi.
Prosciutto Toscano PDO is distributed in the main American cities, particularly in the East Coast. It can boast a premium positioning, by virtue of its naturalness – it is produced using only pork, salt, pepper, spices and natural aromas, totally free of preservatives or other additives – and the appeal of Made in Italy food. Its “Tuscanity” is a plus as for Americans Tuscany is a recognizable and memorable territory that evokes, besides great cities of art and culture, a rich heritage of wine and gastronomic excellences.
Discover the Prosciutto Toscano PDO Consortium’s member companies
The main distribution channels are groceries and deli stores. In fact, Prosciutto Toscano PDO is present in each of the seven Eataly stores in the United States: New York (2), Boston, Chicago, Dallas, Las Vegas, and Los Angeles. It is also distributed in the Ho.Re.Ca. world, where it is showing wide margins for growth.