The United States remains a vital market for Pecorino Romano PDO, which accounts for over half of the denomination’s total exports. Despite global inflation, market instability, and the looming threat of new tariffs, the product has maintained a solid commercial foothold. Data from a recent Nomisma survey conducted in New York and California reveals that 52% of hard cheese consumers in New York and 45% in California purchased this Italian specialty over the past twelve months.
Quality drives market resilience
The survey indicates that the product’s strong reputation for authenticity, quality, and origin serves as a powerful shield. When asked about potential price increases due to tariffs, a significant majority of consumers—59% in New York and 50% in California—affirmed they would continue to buy the cheese with the same frequency, citing its premium quality as justification for the cost. Only 2% of respondents would consider switching to alternative options, highlighting exceptional brand loyalty.
Expanding presence in global markets
To further protect its market, the Consortium for the Protection of Pecorino Romano is balancing commercial initiatives, such as the three-year PRO ON TOP project, with institutional efforts in Washington. Beyond the US, the Italian PDO cheese made with sheep milk is also strengthening its presence in the Asia-Pacific region. During the recent Fine Food Australia event in Melbourne, Consortium President Gianni Maoddi emphasized the importance of internationalization. “Entering new markets is fundamental, especially during this period of uncertainty regarding US tariffs,” Maoddi stated, as the industry aims to bring the value of Italian dairy excellence to a broader global audience.