The Prosciutto San Daniele PDO Consortium has completed its three-year campaign, “In Europe, Respect for Tradition Meets Respect for the Environment”, co-financed by the European Union. The initiative aimed to promote sustainability in the production chain while reinforcing the heritage and excellence of the Friulian delicacy as a flagship of European agriculture.
Spanning Italy, France, and Germany, the campaign employed targeted communication strategies to raise awareness among consumers and industry stakeholders. It fostered dialogue between producers, distributors, policymakers, and the public, while encouraging tangible sustainability measures across the supply chain.
The initiative generated over 250 published articles, reaching 54 million indirect contacts and engaging 29 million users on Facebook, Instagram, LinkedIn, and YouTube through curated content. Sponsored media partnerships further extended its reach, adding seven million contacts.
PROMOTING BEST PRACTICES IN SUSTAINABLE PRODUCTION OF SAN DANIELE PDO HAM
Throughout the campaign, the Consortium hosted seminars and workshops for producers, journalists, industry stakeholders, academics, and researchers. More than 130 participants engaged in discussions to share best practices and strengthen expertise across the sector. In France and Germany, events also targeted buyers, deli counter professionals, and chefs, pushing overall participation beyond 350 industry figures.
“Prosciutto San Daniele PDO is distinguished by its rigorous and environmentally responsible production process,” said Mario Emilio Cichetti, Director of the Consortium. “This EU-backed initiative has allowed us to highlight the sustainability-driven innovations in our supply chain—ranging from QR code-based traceability systems to food safety, animal welfare, and quality control, all while preserving the integrity of our local environment.”
One of the campaign’s most tangible outcomes was the implementation of a new plant to recover and repurpose saline by-products, reinforcing the industry’s commitment to resource efficiency. The project has not only enhanced consumer awareness but also strengthened the Consortium’s position at the intersection of tradition and innovation.
