The Consortium for the Protection of Mozzarella di Bufala Campana PDO is aggressively strengthening its promotional activities in France, which currently stands as the leading export market for this iconic Italian dairy product. As part of this strategic expansion, the Consortium is a key participant at the ongoing Salon du Fromage et des Produits Laitiers in Paris from June 7 to 9, showcasing the authentic heritage of the Campania region to global industry professionals and buyers.
A focus on Italian dairy tradition
Yesterday, the Consortium hosted a roundtable discussion titled “Les fromages italiens: entre cuisine, traditions et transmission.” This event served as a deep dive into the mastery and craftsmanship behind Italian cheesemaking, complete with a guided tasting session for a curated audience of international stakeholders. This initiative highlights the ongoing efforts to promote the excellence of the Made in Italy agri-food sector in a country that deeply appreciates high-quality dairy offerings.
Data-driven growth and advertising synergy
The commitment to the French market is supported by impressive data: in 2025, exports of Mozzarella di Bufala Campana PDO reached 36%, with France alone absorbing 33.6%. This means that one out of every three PDO buffalo mozzarella products is exported from Italy to French tables. To capitalize on this momentum, the Consortium is launching an extensive communication campaign that includes Paris metro advertising and strategic billboard placements near the Rungis international market, targeting urban commuters and food enthusiasts alike.
Furthermore, a new commercial featuring the Neapolitan actress Serena Autieri will be broadcast in France via connected TV, further elevating brand awareness. This ambitious campaign, supported by the Campania Region and the Rural Development Complement 2023-2027, marks a significant milestone in the Consortium’s international strategy. The momentum will continue throughout the year, with a confirmed presence at the SIAL Paris exhibition scheduled for October 17-21.