Parma Ham campaign promotes provenance awareness

A campaign to promote Parma Ham will raise awareness of food provenance and the Protected Designation of Origin (PDO) label through a series of seminars and tasting sessions aimed at the trade this summer.

The training sessions arranged by Discover the Origin are scheduled to take place at trade and food fairs, including the Speciality Fine Food Fair at Kensington Olympia in September. Point-of-sale packs are also available for independent retailers, delis and farm shops.

In addition, the DTO is also launching The Best Delicatessen Display Competition 2011 to get retailers on board. The overall winner will be treated to a four tour of Parma, with the top two entries enjoying a two-night stay in London to coincide with the Real Food Festival at Earl’s Court.

Parma ham is one of five European products promoted by Discover the Origin, a campaign sponsored by the European Union, Italy, France and Portugal, to promote PDO products. Figures from Prosecuitto di Parma claim that Italian exports of pre-sliced Parma Ham to the UK increased by 31% between 2008 and 2010.