Veroni, the century-old charcuterie producer from Emilia, is stepping up its US expansion through a strategy linking sport, fashion, and gastronomy. After introducing the Italian aperitivo to the US Open tennis tournament, the company has made its debut at New York Fashion Week, where its lunchbox of cured meats was pitched as a style accessory for editors, stylists, and influencers.
FROM APERITIVO TO GLOBAL TREND
Veroni has led the US self-service sliced meats segment for more than four years and is seeking to consolidate its premium positioning. The aperitivo occasion — which the company has sought to associate with its products — has become a global trend emblematic of Italian lifestyle.
“Our cured meats strike a balance between heritage, a culture of good food and modernity, making them a natural fit in exclusive lifestyle contexts,” said Emanuela Bigi, Veroni’s marketing manager.
VERONI SNACK LINE TARGETS NEW YORK
From 10 to 16 September, Veroni is showcasing its Snack Line — single-serve charcuterie boards — at the GRWM (Get Ready With Me) Suite in Manhattan. More than 100 journalists and influencers are expected to sample the products. Following a strong response in the tennis world, the company is now seeking to capture the fashion audience.
GLOBAL REACH
The international push also includes a digital campaign, “Travelling with Veroni: Around the World in 10 Recipes”, with video content distributed across Italian and US channels. Recipes range from Mexican tacos with coppa to Argentine empanadas with mortadella. The initiative is designed to show how the company’s products can integrate into diverse culinary traditions while retaining their Italian identity.
