Hall 2, booth B014: this is the stage where the Parmigiano Reggiano PDO protection Consortium will participate in Cibus 2021, the first major Italian international trade show after the pandemic postponements. The fair will take place in Parma from August 31 to September 3. For this twentieth edition of the event, by now a point of reference for Italian food and beverage, almost 2,000 companies are expected (500 of which are participating for the first time) to present their products to an audience of about 40,000 international players.
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Despite the pandemic, the Parmigiano Reggiano PDO sector has never stopped. It achieved a turnover of 2.35 billion euros in consumption, with an export quota that now represents 44% of total production. Investments abroad are close to 10 million euros. Just a few days ago, the Consortium launched its first television campaign in Germany. At the beginning of September, a new commercial will also be launched in France. Investments in advertising are also planned in the United States, which is one of the main markets for Parmigiano Reggiano PDO.
FOCUS ON BIODIVERSITY
Cibus 2021 will focus on one of the hottest trends in the food and wine sector: biodiversity. A value to be strenuously defended, of which Parmigiano Reggiano PDO perfectly represents the testimonial of an ecological avant-garde that has its roots in the solid relationship between human beings, animals, and the environment.
The “Prodotto di Montagna – Progetto Qualità Consorzio” (Mountain Product – Consortium Quality) project will be officially unveiled during the trade show. It foresees an additional quality assessment to be carried out at the twenty-fourth month of maturing with the aim of supporting the added value of cheese wheels produced in the mountains. The goal is to offer consumers additional guarantees linked to the origin and quality of the cheese and to give greater sustainability to the development of this ecosystem.
THE PARMELIER PROJECT
The Consortium will also present the Parmelier project, a tasting course open to everyone (chefs, consumers, and operators in the sector) to learn more about the PDO cheese most loved by Italians. The course will start in autumn and will include a series of in-person lessons that will include tasting and sensory analysis lessons dedicated to tasting.
OPEN DAIRIES
Finally, following the success of the 2020 edition of Caseifici Aperti (Open Dairies) will return on Saturday 11 and Sunday 12 September. The event offers everyone (from foodies and enthusiasts to the curious of all ages) the chance to immerse themselves in the production of Parmigiano Reggiano PDO. Guided tours of the dairies and maturing warehouses, open stores, events for children and tastings, combined with the passion of the cheese-makers, will offer a unique experience.
This year there will also be a dedicated festival, in the Campovolo area of Reggio Emilia. The new format aims to amplify the experience of the open dairies by creating, in the heart of the city, a “village of Parmigiano Reggiano” animated with the best the area has to offer to celebrate good living and community.
