Piadina Loriana lands in Europe. From now on in major traditional and online EU retailers such as Edeka, Carrefour, Iki, Albert Heijn, and Mathem, consumers will be able to find and enjoy all the goodness of traditional Piadina Romagnola PGI.
THE ACQUISITION BY VALSOIA
Two years ago Italy’s Valsoia acquired the historic Loriana brand from Deco Industries for €12.98M. Loriana is one of the very few brands in Italy in the piadina sector to have worked on brand visibility, so much so as to reach the second market position for sales. The agreement also provided that the production of piadinas will continue at the Forlì plant of Deco Industrie – maintaining a fully traced supply chain.
A NEW SPECIFICATION FOR PIADINA ROMAGNOLA PGI
Flour, water, salt, and lard or olive oil: these are the simple ingredients that, properly kneaded, give life to Piadina Romagnola PGI. Nine years ago, the protection Consortium obtained PGI certification from the European Commission, with the goal of enhancing the product and protecting it from the risks of counterfeiting.
Acknowledging proposals, indications, and requests arrived from many small producers in the area of origin, a month ago with a new specification came the possibility of introducing some variations in the ingredients which have now become an integral part of the production of Piadina Romagnola PGI. Thus the possibility of using spelt flour as well as other optional raw materials such as cow’s milk, flower honey, and sunflower seed oil.
