MILK: China is getting closer to Parmigiano Reggiano cheese

It is a long, articulated and massive campaign launched by the Parmigiano Reggiano Consortium in China, “a market that presents extraordinary possibilities, said in a statement the Consortium’s Director Riccardo Deserti, but which requires particularly targeted initiatives, given the fact that the consumption of cheese, especially the hard one, rarely known, it is not within the traditions of a great part of the Chinese consumers.” After the training seminar and wine tasting held on the 4th of May at the Italian winery in Yishang, with the presence of journalists, traders and major distributors of Parmigiano Reggiano cheese on the Chinese market, and after a media dinner at the Italian restaurant “Dolce Vita” with the most important newspapers representatives in the catering industry, for the first time the Consortium was among the protagonists of the Sial China, the largest trade fair which was held in Shanghai from the 6th to the 8th of May. Our goal, says the President of the Consortium Giuseppe Alai, was mainly to show traders and visitors the fundamental characteristics of Parmigiano Reggiano, its production process, its nutritional qualities, while also providing information on how to distinguish genuine products from its imitations, which are also sold in China at very low prices.” Although the consumption of cheeses per person in China is still modest, continues Alai, the progressive westernization of the dietary habits in big cities is offering particularly important perspectives (a growth is expected from about 50 grams of annual consumption per person to 230 grams by 2019), mainly because of a particular attention to PDO productions; for this reason there is a need of an important and widespread information about the product on its own as well as in partnership with other Italian and European delicacies”. “In this sense, concludes the Director Riccardo Deserti, are particularly important actions that will show our leadership in China within the project The Tastes of Europe Campaign, aiming at promoting the quality of PDO and PGI products and targeting China from May to December 2015, where in 2014 we were able to complete the registration of the trademark Parmigiano Reggiano transliterated into Mandarin Chinese and Cantonese, resulting fundamental to protect producers and consumers from false products”.