Posted: 03/10/2013

San Daniele is big beneficiary of three-year Italian PDO promo

Imports of San Daniele ham to Britain rose by more than 25% each year from 2010-12, according to the organisers of a three-year joint promotion for Italian PDO (Protected Designation of Origin) ham and cheese.

The ‘Taste of Origin and Tradition’ campaign was funded jointly by the EU and the Italian government to back up promotional work by the Prosciutto di San Daniele and Grana Padano cheese consortiums.

Involving a “significant” marketing budget to fund advertising, in-store promotion and PR, the campaign was designed to raise awareness of the quality, authenticity and traceability of San Daniele and Grana Padano among UK retailers and consumers.

Producers of San Daniele – less well know in Britain than Italy’s Prosciutto di Parma – were the biggest beneficiaries, with sales rising 27% in 2010, 28% in 2011 and 29% in 2012.

The product is now stocked in premium stores including Harrods, Harvey Nichols, Whole Foods Market, Fortnum & Mason and Partridges, as well as most major multiples and many delis.

Sales of Grana Padano to the UK rose 0.54% in 2012, with 107,000 wheels (over 4 million kg) arriving here during the year.

A campaign spokewoman said: “This moderate increase in growth in comparison with that of Prosciutto di San Daniele reflects a more mature market for Grana Padano in the UK, and recognises Grana Padano as a product that is more established amongst UK consumers.”

The UK ranks fifth in Grana Padano export markets around the world.

Mario Cichetti, CEO of the Consortium of Prosciutto di San Daniele, said: “This growth in demand for PDO products acknowledges the importance that UK consumers place on traceability and authenticity of food products, especially in light of the challenges that the food industry has faced in regards to these issues over the past year.

“Consumers want to know that the products that they are buying are of the highest quality and from producers that they can trust.”

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