This year, the Consortium for the Protection of Grana Padano PDO has planned to participate in the eight most important international food&beverage fairs in as many different countries. The largest share of investments in communication – up to 16.1 million euros – will be concentrated, between 2022 and 2024, in these events. This strategy is the result of the marketing plan developed by KPMG, a leading group in professional business services. The goal is to boost consumption through product repositioning and a review of promotional investment methods.
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“In the last two years domestic consumption, also abroad, absorbed the collapse of Horeca,” – says Renato Zaghini, President of Grana Padano PDO Consortium. “The trend has now eased, but not stopped, so much so that in 2021 Grana Padano PDO recorded the best sales performance of the last decade on foreign markets, with an overall increase of +7.07%.”
THE NEW EXPORT STRATEGY
A survey of the most promising markets, and the results achieved in the last three years, is the basis from which the new export strategy started. “We will focus mainly on eight countries – says Berni – namely Germany, France, Switzerland, the UK, Spain, Belgium, the United States, and Canada.”
The Consortium will therefore be present at the most important F&B events in the target markets. After the success at the Winter Fancy Food in Las Vegas, it will participate with its own stand at Alimentaria, in Barcelona, from April 4 to 7. Here, Spanish food influencer Laura Lopez will create recipes to be enjoyed also with the eyes, while the Colombo brothers will be the protagonists of three cooking shows.
From April 20 to 22, Grana Padano PDO will be on display at SIAL in Montreal, Canada, in a project shared with the Consortia of Prosciutto di Parma PDO and Prosciutto San Daniele PDO. From June 12 to 14, the same project will also stop at the Summer Fancy Food Show in New York.
Other partnerships will support the participation at Prowein in Düsseldorf, from May 15 to 17 with Ascovilo, at Taste of London from June 15 to 19 with the Consortium of Prosecco Doc, and at SIAL in Paris from October 15 to 19. The Grana Padano PDO stand will also be at IDDBA in Atlanta from June 5-7, and at the Specialty Fine Food Fair in London from September 5-6.