From the ongoing Summer Fancy Food Show in New York, the Parmigiano Reggiano PDO Consortium has outlined the prospects of Italy’s most celebrated cheese, beloved not only in the hearts of Americans. The United States is its primary international market, with approximately 6,000 tons exported through retail channels in the first five months of 2024 alone. Sales of Parmigiano Reggiano PDO in the USA surged by +8.7% in 2022, a steady +7.7% in 2023, and a robust +24.6% in the initial months of 2024.
Highlighting their commitment, the Consortium unveiled a significant investment in digital and influencer marketing, alongside vigorous participation in industry events and enhanced retail presence. This initiative is bolstered by strengthened market oversight across key American cities—New York, Boston, Chicago, Dallas, Houston, Los Angeles, Miami, and San Francisco, and extends to Montreal and Toronto. The aim is to evaluate and optimize product marketing strategies, reinforcing compliance through comprehensive guidelines on the Consortium’s safeguarding platform.
Further fostering industry dialogue, the Consortium announced plans to establish a dedicated office in the United States, aimed at optimizing promotional and protective measures.
Beyond the show floor, the Consortium’s President Nicola Bertinelli convened with influential stakeholders and thought leaders at the prestigious 620 Loft & Garden within Rockefeller Center. This gathering marked a pivotal moment following earlier commemorations in Paris, Rome, and Parma, celebrating the Consortium’s momentous ninetieth anniversary. The agenda included a pivotal media engagement, attended by the American press and prominent correspondents from leading Italian publications in New York.
“We are immensely gratified by our strides in the American market and foresee substantial growth opportunities, with authentic Parmigiano Reggiano PDO currently comprising a modest 5% of the hard cheese sector,” remarked Bertinelli. “Establishing a dedicated presence in the US will fortify our capacity to elevate promotional efforts and safeguard our esteemed product.”