Exports of Prosciutto di Parma to the United States steadily increased the second quarter of 2011, compared to 2010 numbers. While April saw a modest increase, May and June featured significant growth with export increases of 15.6 percent and 39.5 percent, respectively.
“We are thrilled to see the demand for Prosciutto di Parma continue to build in the United States,” saysPaolo Tramelli, director of international marketing of the Consorzio del Prosciutto di Parma. “We expect the demand to continue throughout the year and peak during the holiday season.”
The U.S. became Italy’s top export market for Prosciutto di Parma in 2010, surpassing France. The Consorzio has increased its investment in the market to support strategic programs that generate awareness and demand. The integrated approach includes training and promotion in retail and foodservice channels, as well as media outreach and consumer education online and at point of sale.
“The growing consumer trend of demanding authentic, all-natural food has helped to increase sales in a tough economy,” says Ruth Lowenberg, senior VP of Lewis & Neale, the food and beverage division of CRT/tanaka. “When people taste Prosciutto di Parma, they understand that paying a little more offers a lot more in quality and enjoyment, and that’s the true meaning of value.”