During the Summer Fancy Food Show 2023, creators and providers from all over deli, dairy, bakery, and specialty gathered at Javits Center in New York, such as the Parmigiano Reggiano PDO Consortium – which had celebrity guest Giada De Laurentiis (pictured, together with the Consortium’s President Nicola Bertinelli) to help kick off the event.
“Participating in the Summer Fancy Food Show in New York is a commitment symbol of our presence in the United States, which has become daily,” said Nicola Bertinelli, President of the Parmigiano Reggiano PDO Consortium. “In the most important market in the world after Italy for Parmigiano Reggiano consumption, our Consortium works every day to create the solid foundations of growth that must be able to meet the needs of at least 60 million potential consumers, according to research we presented in New York in 2022.”
According to Deli Market News, the Summer Fancy Food Show 2023 marks an opportunity to promote demand in the most relevant market in the world after Italy for the ‘king of cheeses’. This market grew in 2022 by +8.7 percent in volume, importing more than 13,900 tons of Parmigiano Reggiano for an estimated value of 200 million EUR ($219 million).
THE U.S. MARKET
In terms of development potential, the U.S. market is also offering the greatest opportunity for increased demand in the coming years. Parmigiano Reggiano’s strategic goal is to increase coverage in households expressing interest and appreciation for quality products.
“Our product, capable of expressing the unique values of a millennia-old process, must find the correct distinctiveness and distinguishability in every moment of research and purchase by customers in supermarkets around the world,” continued Bertinelli. “We will devote all our efforts to this goal.”
PARMIGIANO REGGIANO AT THE SFFS 2023
For the duration of the show, Chef Ambassador Michele Casadei Massari of Lucciola Restaurant in Manhattan showcased the fascinating versatility of Parmigiano Reggiano PDO at booth #2826–2832 in traditional dishes from other countries around the world. Also in attendance was the Italian Minister of Agriculture, Francesco Lollobrigida, the President of the Emilia-Romagna Region, Stefano Bonaccini, as well as an appearance by TV personality Giada De Laurentiis.
Hosted by the Consortium at the Press Lounge, the celebrity chef was presented with an entire wheel of cheese from President Bertinelli, customized with her image engraved into its rind. Joined by Chef Ambassador Massari, De Laurentiis then dished out steaming plates of pasta made with the king of cheeses to guests.
President Bertinelli also engaged face-to-face with the U.S. press at Il Buco restaurant – including our very own Chandler James – where he discussed issues including brand protection, traceability of the world’s most awarded PDO, and challenges posed by the U.S. market and differentiation from competitors.