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SPECIAL EDITION
italian
the
food
magazine
buyer’s • guide
YEAR 4 - N° 5 • MAY 2016
In partnership with
In partnership with
italian
the
SPECIAL SPECIAL
food
EDITION EDITION
magazine
buyer’s • guide
YEAR 4 - N° 5 • MAY 2016
MARKET
CHEESE
EXPORT SWEETS
TECHNOLOGY
CURED MEAT TRADE SHOWS
BAKERY
RETAIL
WINE
FOOD SERVICE AMAZON
UP IN THE NORTH GONE IN 60 MINUTES
INSIDE ALIMENTARIA 2016 CURED MEATS
BEAUTIFUL AND MISUNDERSTOOD 2015: A GOOD VINTAGE
EXPORT FOCUS ON
BEYOND THE BARRIERS THE ‘SPECIAL’ SIDE OF FOOD
/ editorial
HOW CAN WE Come valorizzare
i prodotti tipici italiani?
ENHANCE L’Italia è il paese più ricco di prodotti Dop e Igp al mondo (cir-
ca 300 nel 2015). Purtroppo però i consumatori, sia quelli italiani
sia quelli all’estero, non sono ancora in grado di cogliere appieno
le caratteristiche distintive dei prodotti tipici. Le ultime ricerche di
ITALIAN TYPICAL
mercato delineano un consumatore disorientato, che confonde i
prodotti tipici con i prodotti locali, mostra una scarsa conoscenza
dei marchi di certificazione e difficilmente riconosce il valore del-
le denominazioni di origine. Questa situazione non stupisce se si
PRODUCTS?
considera la complessità del contesto in cui si snodano le scelte di
consumo e di acquisto: il mercato italiano dei prodotti tipici si ca-
ratterizza per la presenza di diversi attori che si fanno garanti della
qualità del prodotto e della sua origine (produttori, consorzi, distri-
butori), di molteplici certificazioni sviluppate a tutela dell’autenti-
angelo.frigerio@tespi.net cità dei prodotti (Dop, Igp, Stg), di più marchi (industriali, collettivi,
Angelo Frigerio commerciali) e diversi canali distributivi (specializzati, despecializ-
Italy is the country with the hi- extent to which brand strategies in zati, diretti e online).
ghest number of PDO (Protected the marketing of typical products La confusione del consumatore non può essere spiegata dall’as-
senza di investimenti in comunicazione: Nielsen stima che siano
Designation of Origin) and PGI contribute to reducing this informa- stati investiti oltre 35 milioni di euro in pubblicità solo in Italia,
(Protected Geographical Indication) tion asymmetry, that often results una cifra non irrisoria se si considera che corrispondono a circa il
products in the world. Unfortuna- in the valorization of poorer quality 10% del totale investimenti pubblicitari nel mondo alimentare. Il
tely, Italians and foreign consumers and lower price products (adverse problema, evidentemente, non è “quanto” comunicare, ma “come”
seem unable to identify the special selection). In such a scenario, we comunicare affinché il consumatore sia in grado di riconoscere il
features of typical products. wonder which are the key drivers valore generato dalle diverse tipologie di brand e valorizzare com-
Latest market research talk about behind purchasing decisions and, in piutamente gli sforzi messi in atto dai diversi attori della filiera.
a disoriented consumer, confusing particular, which is the role of bran- Si tratta di una questione particolarmente delicata per compren-
typical with local, showing a limi- ding strategies on one side, and of dere fino a che punto le strategie di marca messe in atto nel settore
ted knowledge of trade marks and distribution strategies on the other, dei prodotti tipici contribuiscono a ridurre il fenomeno dell’asim-
metria informativa, in presenza della quale, come noto, si finisce
hardly able to recognize the value of in the perception of authenticity
con il premiare i prodotti di qualità inferiore e prezzo minore (ad-
appellations of origin. Which is not that consumers have of typical pro- verse selection).
surprising, if we consider how diffi- ducts. In questo scenario ci si interroga su quali sono i driver che gui-
cult it can be, today, to make purcha- If we take into account the growing dano il processo di scelta del consumatore e, in particolar modo,
sing decisions: the national scenario importance of shopping behaviours, su quale ruolo rivestono le strategie di branding, da un lato, e le
of Italian typical products is made of and the increasing relevance of the strategie distributive, dall’altro, nella percezione di autenticità che i
several players, responsible for pro- choice of the store with respect to consumatori hanno dei prodotti tipici.
ducts’ quality and origin (producers, the choice of the products, it is cle- Considerata la crescente rilevanza del comportamento di ac-
consortia, distributors), as well as a ar that the role played by the brand quisto (shopping behavior) e la maggior centralità della scelta del
long list of trade marks for protec- in the purchasing decision can be punto vendita rispetto alla scelta del prodotto, appare evidente che
ting products’ authenticity (PDO, no longer separated from the role il ruolo che riveste il brand nel processo di scelta non può essere
disgiunto dal ruolo che rivestono i canali (specializzati e despecia-
PGI, TSG), of industrial, commercial played by distributors (specialized
lizzati) nell’orientare le scelte di consumo e di acquisto.
or collective brands and distribution or not) in guiding consumption and Bisogna partire da qui per far comprendere al consumatore all’e-
channels (specialty stores, retailers, purchasing decisions. stero quanto sia diverso il prodotto italiano tipico rispetto a quello
direct sales, e-commerce). That’s the starting point to make proposto dalle varie copie che si trovano nel mondo (italian soun-
This sort of confusion in consu- foreign consumers understand how ding). Un percorso virtuoso che vede nel punto vendita il riferimen-
mers can’t be explained by the lack different Italian typical products are to fondamentale per la scelta del prodotto. E’ qui che bisogno fare
of investments in communication. with respect to the many counter- educazione: sia al sell in sia al sell out.
According to Nielsen, investments feits available around the world (the Il governo italiano ha fatto una scommessa: far crescere le espor-
in advertising exceed 35 million euro so called ‘Italian Sounding’ pheno- tazioni di prodotti alimentari fino alla cifra di 50 miliardi di euro
only in Italy: a significant amount menon). In this process, point of sa- nel 2018. Un bella sfida che però ha bisogno dell’aiuto di tutti:
of money, if we consider that it ac- les are the real nerve centers in the industria e distribuzione. Soprattutto quest’ultima ha un compito
strategico: far comprendere ai suoi clienti la bontà del prodotto ori-
counts for about 10% of total in- choice of products, and therefore
ginale. Una sfida entusiasmante. Da vincere a tutti i costi.
vestments made in advertising in the need to be educated, for both sell-in
food sector. The problem, indeed, is and sell-out. The Italian Government
not ‘how much’ communicate, but made a bet, that food exports would
‘how’ to communicate in order to be worth 50 billion euro by 2018. A
italian Managing director: ANGELO FRIGERIO
the
give consumers the opportunity to hard challenge, that needs to be sup- Editorial director: RICCARDO COLLETTI
food
recognize the value generated by ported by anyone, including indust- Edited by: Edizioni Turbo Srl - Palazzo di Vetro
magazine
Corso della Resistenza, 23 - 20821 - Meda (MB)
the different brands and concretely ry and distribution. The latter one, in
Tel. +39 0362 600463/4/5/9 Fax. +39 0362 600616 -
appreciate the efforts carried out by particular, has a strategic task: com- buyer’s • guide
e-mail: info@tespi.net
the different players of the supply municate to its customers how good Periodico bimestrale - Registrazione al Tribunale di Milano n. 38 del 25 febbraio 2015
chain. the original product is. An exciting Stampa: Ingraph - Seregno (MB) - Anno 4 - numero 5 - maggio 2016. Una copia 1,00 euro - L’editore garantisce la
massima riservatezza dei dati personali in suo possesso. Tali dati saranno utilizzati per la gestione degli abbonamenti e
A delicate issue to understand the challenge. To win at all costs. per l’invio di informazioni commerciali. In base all’Art. 13 della Legge n° 196/2003, i dati potranno essere rettificati o
cancellati in qualsiasi momento scrivendo a: Edizioni Turbo S.r.l.
4
/ news
INSIDE PARMIGIANO REGGIANO ROVAGNATI PRESENTS
EXPORTS WERE UP THE ‘ACCADEMY FOOD
13.2% IN 2015 EXPERIENCE’ CONTEST
Exports of Parmigiano Reggiano cheese experienced a
13.2% growth in 2015, the biggest rise in a decade, accor-
ding to the Italian Parmigiano Reggiano Protection Consor-
tium. Exports account today for 35% of turnover, for a total
of 46,700 tonnes, about 1.150.000 parmigiano wheels sold
abroad. “In just one year - said Riccardo Deserti, Director of
the Protection Consortium - we registered an increase of
130,000 wheels, with grated cheese reaching +15.4%”. In
particular, as data showed, export to the US grew by 34%,
making it the second biggest foreign market for the sector
8 FOOD SERVICE after France - top destination country - and before Germany. The Italian cured meat company Rovagnati presents a
UP IN THE NORTH new initiative for students: an international contest for
schools of hotel management also open to Austria, Bel-
10 ALIMENTARIA 2016 gium, Germany and Switzerland. It is called ‘Academy
BEAUTIFUL AND MISUNDERSTOOD Food Experience’ and aspiring young chefs will have the
change to elaborate new varieties of appetizers made
12 EXPORT with Rovagnati cured meats. On the 19th May, at the
BEYOND THE BARRIERS Gualtiero Marchesi Academy in Milan, the three win-
ners will compete for the first place. 5,000 euro will be
16 AMAZON awardeed to the first classified, 3,000 to the second
GONE IN 60 MINUTES classified and 1.500 for the last step of the podium.
18 PLMA Parmigiano reggiano:
THE WORLD OF PRIVATE LABEL export a +13,2% nel 2015 Rovagnati presenta il concorso
Cresce del 13,2%, facendo segnare il più rilevante incremento ‘Academy food experience’
19 THAIFEX dell’ultimo decennio, l’export di parmigiano reggiano nel 2015. Nuova iniziativa di Rovagnati dedicata ai giovani. L’a-
ASIA IS CALLING La quota di prodotto destinato ai mercati internazionali è così zienda brianzola presenta Accademy food experience, un
salita al 35% sul totale, collocandosi a 46.700 tonnellate, concorso internazionale per le scuole alberghiere a cui
20 CURED MEATS corrispondenti a 1.150.000 forme. “In un solo anno - spiega potranno partecipare istituti di Austria, Belgio, Francia,
2015: A GOOD VINTAGE il direttore del Consorzio di tutela, Riccardo Deserti - abbiamo Germania, Italia e Svizzera. Gli aspiranti cuochi potranno
23 GORGONZOLA registrato un incremento pari a 130mila forme, con il prodotto cimentarsi in ricette per declinare in nuove varianti di an-
EXPORTS GROW DOUBLE-DIGIT grattugiato che ha fatto segnare un +15,4%”. Particolarmente tipasti i salumi Rovagnati. I tre migliori piatti si sfideranno
significativo l’incremento registrato sul mercato a stelle e strisce nella finalissima che si svolgerà a Milano il prossimo 19
24 FOCUS ON (+34%), per un totale di 225mila forme, tanto che oggi gli Stati maggio, presso l’Accademia Gualtiero Marchesi, che sarà
THE ‘SPECIAL’ SIDE OF FOOD Uniti si collocano al secondo posto della classifica dei paesi im- tra i giudici della gara. In palio un primo premio di 5mila
portatori, collocandosi prima della Germania e a ridosso della euro, 3mila euro per il secondo classificato e 1.500 per il
THE SURVEY
27 LOCAL WINS OVER GLOBAL
Francia, che resta in vetta alla graduatoria. gradino più basso del podio.
/ news
THE EU AND CHILE LIDL SEES NET SALES SPAR INTERNATIONAL
STRIKE A DEAL OF OVER 3 BILLION EURO RETAIL POSTS 3.5%
ON ORGANIC TRADE IN SPAIN IN 2015 REVENUE GROWTH IN 2015
The European Union and Chile have concluded negotia- Lidl achieved net sales of 3,048 million euro in Spain
tions on an agreement on trade in organic products. Throu- in 2015, representing a growth of 12.5% compared
gh this agreement, the EU and Chile will mutually recogni- with the previous year. This growth is due to a con-
se the equivalence of their organic production rules and sistent effort by the retailer in improving its stores,
control system and ensure a high level of respect of the as well as to its ability to adapt to the Spanish consu-
principle of organic production. The agreement is broad in mers’ taste without compromising its core brand va-
scope, including all EU organic products, and will allow for lues. In 2015, Lidl invested a total of 262 million euro
products produced and controlled according to EU rules in Spain, 30% more than planned and 27% more than
to be directly placed on the Chilean market and vice versa. the previous year. Michael Aranda, General Director
The EU-Chile agreement on trade in organic products will of Lidl in Spain said: “We understand the good num-
be the first of the “new generation” agreements in trade in bers of 2015 as an unequivocal sign that our business
organic products and the first bilateral recognition with a model, based on offering products of the best quality
Latin American country. In 2015, exports of organic pro- at the lowest market price, convinces more Spanish
ducts from Chile reached 212,7 million dollars, rising 4% families.”
over 2014. Spar International, the world’s largest voluntary retail
Superano i 3 miliardi di euro chain, has announced global retail sales for the year
Siglato accordo Ue-Cile le vendita di Lidl in Spagna nel 2015 ending December 31, 2015 of 33 billion euro, repre-
sul commercio di prodotti biologici Nel 2015, il business spagnolo di Lidl si è chiuso con una cre- senting a 3.5% increase on 2014. Growth in 2015,
L’Unione Europea e il Cile hanno concluso le trattative per scita delle vendite pari al 12,5%, che si attestano a oltre 3 mi- the strongest in five years, was characterised by the
un accordo sul commercio di prodotti biologici. Grazie all’in- liardi di euro. Una crescita imputabile in primo luogo agli sforzi growing pace of recovery in Europe, in addition to the
tesa raggiunta, le due parti riconosceranno reciprocamente compiuti dal retailer per ammodernare i suoi punti vendita nel continuing expansion of the Spar brand in emerging
l’equivalenza delle loro norme di produzione biologica e dei paese, oltre che alla sua capacità di adattare l’offerta ai gusti markets. Growth for the brand was particularly strong
controlli. Quanto è stato sancito consentirà a tutti i prodotti dei consumatori locali senza stravolgere l’assortimento. Nel in Africa and Spar continued to grow its presence by
ottenuti e controllati secondo le norme Ue di essere collo- 2015, gli investimenti di Lidl in Spagna sono ammontati a 262 entering into four new countries: Indonesia, Camero-
cati direttamente sul mercato cileno, e viceversa. Quello milioni di euro, il 30% in più di quanto programmato e superio- on, Oman and Azerbaijan. Commenting on the 2015
tra Unione Europea e Cile è il primo degli accordi “di nuova ri del 27% rispetto a quelli effettuati nel 2014. “Interpretiamo results, Spar International Managing Director Tobias
generazione” sul commercio di prodotti bio. Intese di cui be- gli ottimi risultati del 2015 come un segno inequivocabile che Wasmuht said: “The 2015 figures show the continuing
neficeranno gli operatori, che vedranno ridursi i costi di certi- il nostro modello di business, basato sull’offerta di prodotti di strength and attractiveness of the Spar brand globally.
ficazione e aumentare le opportunità di business. Nel 2015 alta qualità al prezzo più basso di mercato, convince le famiglie With a presence now in 42 markets around the world,
le esportazioni cilene di prodotti biologici hanno raggiunto i spagnole”, ha commentato Michael Aranda, direttore generale Spar continues to be the partner of choice for indepen-
212,7 milioni di dollari, in crescita del 4% rispetto al 2014. di Lidl Spagna. dent retail partners keen to embrace retail best practi-
ce and fast-track their development in the face of inter-
national competition.”
SIAL 2016:
Spar International:
160,000 PROFESSIONALS fatturato a +3,5% nel 2015
EXPECTED IN PARIS Amsterdam - Per Spar International, la più grande catena
From 16 to 20 October, the Paris Nord Villepinte exhibition floor will once again welcome one of the world’s commerciale al mondo su base volontaria, il fatturato 2015
largest food and drink trade shows. Following the success of the 50th anniversary event in 2014, the exhibition si è chiuso a 33 miliardi di euro, in crescita del 3,5% sull’an-
is off to a good start with 90% of exhibition space already sold out (from 92 countries). Over 7,000 exhibitors no precedente. La crescita registrata, la più forte in cinque
and 160,000 professionals are expected to attend along with top French and international food & beverage key anni, è legata soprattutto a un ritrovato dinamismo in suolo
players. New additions to the exhibition include a gluten-free zone and a partnership with world-renowned chef europeo e all’ingresso del brand in quattro mercati strategi-
and restaurateur Joel Robuchon. ci: Indonesia, Cameroon, Oman e Azerbaijan. “I risultati del
2015 dimostrano la forza e l’appeal del brand Spar sul mer-
cato globale”, sottolinea Tobias Wasmuht, international ma-
Sial 2016: attesi a Parigi naging director. “Con una presenza radicata in 42 paesi del
160mila visitatori professionali mondo, Spar continua a rappresentare un partner di primo
Presentata l’edizione 2016 di Sial Paris, che si terrà dal 16 al 20 ottobre, a Paris Nord Villepinte. Alla manifestazione livello per i retailer indipendenti desiderosi di abbracciare le
biennale francese oltre 92 paesi hanno già confermato la loro presenza. Attesi più di 160mila visitatori professionali nostre best-practice e far crescere rapidamente il loro busi-
provenienti da tutto il mondo. Tra le novità previste in fiera: un settore dedicato al ‘senza glutine’, per rispondere ai ness per contrastare con efficacia la concorrenza internazio-
nuovi comportamenti dei consumatori, e la partnership siglata con il noto chef Joel Robuchon. nale”.
SOGEGROSS BECOMES NEW PEDON FACTORY
SECOND LARGEST INAUGURATED
CASH & CARRY GROUP IN ITALY Would you like to receive IN ARGENTINA
Sogegross cash & carry has acquired four outlets in the ‘The Italian Food Magazine’ for free? On the past April the 23rd, in Rosario de la Frontera, Ar-
Lombardy Region, making it the second largest cash & Send an e-mail to segreteria@tespi.net gentina, the Vicenza-based Pedon Group inaugurated
carry Group in Italy. The Genoa-based company now its new production facility. The plant was built thanks
owns a total of 21 stores in the northern Italian regions to a 2.5 million investment, and with a production capa-
of Lombardy, Liguria, Emilia Romagna, Piedmont and city of 18,000 tons of beans and chickpeas every year,
Tuscany. The outlets were purchased from Lombardi- Vuoi ricevere gratuitamente
it has already turned into the largest local exporter of
ni Group and are located in Dalmine (Bergamo), Costa The Italian Food Magazine? legumes, with a 10-15% market share. “A further step
Masnaga (Lecco), Montano Lucino (Como) and in Cer- Manda una mail a segreteria@tespi.net forward in our internationalization process”, said Remo
nusco sul Naviglio (Milan). The stores will use the hi- Pedon, Ceo. The factory will distribute its products in
storical brand Gros Market, with the incorporation of the EU, North Africa, North and South America and The
the Sogegross logo as part of the insignia. Besides cash
& carry outlets, the company also has 56 Basko super-
Voulez-vous recevoir gratuitement Middle East, generating revenue for 1.5 million euro.
markets and superstores, 41 Doro discount outlets, ‘The Italian Food Magazine’?
and 116 Ekon convenience stores. Envoyer une requête à segreteria@tespi.net Inaugurato il nuovo stabilimento Pedon
in Argentina
Sogegross diventa il secondo È stato inaugurato sabato 23 aprile, a Rosario de la Fron-
operatore italiano nel canale cash & carry tera, in Argentina, il nuovo sito produttivo Acos, divisione
Con quattro acquisizioni di altrettanti rami d’azienda, Möchten Sie ‘The Italian Food Magazine’ industria del Gruppo Pedon. Con una capacità produttiva
Sogegross cash & carry si estende in Lombardia, di- kostenlos erhalten? Bitte senden di 18mila tonnellate l’anno di cannellini, fagioli e ceci, il
nuovo stabilimento, realizzato grazie a un investimento
ventando il secondo operatore a livello nazionale per Sie Ihre Anfrage per di 2,5 milioni di euro, rende Pedon la terza azienda nel
numero di cash gestiti da unico imprenditore. I nuovi E-Mail an segreteria@tespi.net
punti vendita acquisiti, rilevati dal Gruppo Lombardini, paese sudamericano per quantità esportata di legumi,
si trovano a Dalmine (Bergamo), Costa Masnaga (Lec- con una quota tra il 10 e il 15% della produzione naziona-
co), Montano Lucino (Como) e Cernusco sul Naviglio le. “Un ulteriore passo che rafforza la nostra presenza sui
(Milano). I punti vendita utilizzeranno il marchio Gros Quieres recibir gratuitamente la revista mercati internazionali”, commenta Remo Pedon, ammini-
stratore delegato del Gruppo. Lo stabilimento, che servirà
Market, con l’incorporazione del logo Sogegross. Oltre The Italian Food Magazine? Envía un correo l’industria conserviera e di surgelazione di tutta l’area Ue,
ai cash & carry, il Gruppo possiede anche 56 supermer- electrónico a segreteria@tespi.net
cati Basko, 41 discount Doro e 116 convenience store Nord Africa, Nord America, Middle East e Sud America,
Ekon. genererà un fatturato stimato in 1,5 milioni di euro.
您要免费得到“The Italian Food
Magazine”吗？ 发一条邮件给
segreteria@tespi.net
6
MARS WILL START LABELING METRO GROUP
ITS ‘LESS HEALTHY’ TAKES MAJORITY STAKE
PASTA SAUCES IN EMMAS ENKEL
Mars Food, which includes brands Dolmio and Uncle Ben’s, will label certain pasta sauces advising ‘occasional’
consumption in a new initiative to help customers structure a healthy diet. The labels will be put on products with
high levels of salt, sugar or fat, such as Dolmio lasagne meal kits and lasagne sauces. The company will consider
products with lower levels of salt, sugar or fat to be ‘everyday’ meals, and the ones labeled ‘occasional’ should be
considered about once a week. “Our nutrition criteria sets a very high standard for our products, and we also want
to help our consumers understand the difference between ‘everyday’ and ‘occasional’ products within a balanced
diet,” said Fiona Dawson, global president of Mars Food, Drinks, and Multisales.
Mars Food crea etichette ad hoc
Metro Group has taken a majority stake in multi-channel
per le sue referenze ‘meno salutari’
retailer Emmas Enkel, according to Lebensmittel Zeitung.
La Mars Food, che include brand come Dolmio e Uncle Ben’s, apporrà sulle etichette di alcuni prodotti l’indicazione
It reported that Metro Group has increased its share in the
‘consumare saltuariamente’, come parte di un’operazione volta ad aiutare i consumatori a compiere scelte alimen-
business to 93%, having initially taken a 15% stake in the bu-
tari più consapevoli. Le etichette verranno apposte su prodotti con un elevato contenuto di sale, zucchero o grassi,
siness back in December 2014, when it was a Duesseldorf-
come ad esempio le lasagne e i sughi a marchio Dolmio. D’altro canto, l’azienda indicherà i prodotti con un minor
based start up. Lebensmittel Zeitung quoted a Metro Group
livello di sale, zuccheri e grassi come adatti per un consumo quotidiano. “I nostri criteri nutrizionali pongono degli
spokesperson as saying that Emmas Enkel will fit well with its
standard molto elevati per i nostri prodotti, inoltre vogliamo aiutare i consumatori a capire la differenza fra ‘quoti-
online growth strategy, and represent a platform for digital
diano’ e ‘occasionale’ all’interno di una dieta equilibrata”, sottolinea Fiona Dawson, presidente di Mars Food, Drink
innovation in the group. Emmas Enkel is styled as a traditio-
e Multisales.
nal ‘mom and pop’ store which also offers consumers to shop
online while in-store, or via their smartphones. It offers free
deliveries for orders over 30 euro.
SAVE THE DATE WITH
PRIVATE LABEL, IN CHICAGO Metro diventa azionista di maggioranza
della catena tedesca Emmas Enkel
ON THE 14 AND 15 NOVEMBER Il Gruppo Metro è ora azionista di maggioranza del retailer
It will be held on the 14 and 15 November, at the Donald E. Stephens Convention Center of Chicago, the US edition of multicanale tedesco Emmas Enkel, con una quota del 93%.
Plma, the only international trade show dedicated to private label. 1.300 exhibitors, proceeding from 40 countries, are Creato nel 2014 da due giovani imprenditori, Emmas Enkel
expected to attend the event. The United States are a strategic market for Italian food products, and therefore the Italian (letteralmente ‘I nipotini di Emma’) si presenta come un ne-
Trade Agency will organize a collective of Italian companies, both active in the food and non-food sectors. Subscriptions gozio di vicinato tradizionale, dall’atmosfera volutamente
are open from May 4 to 30, 2016. retrò, caratterizzato tuttavia da un alto tasso d’innovazione
tecnologica: i clienti possono infatti fare la spesa utilizzando
Appuntamento con la private label, a Chicago, il 14 e 15 novembre gli schermi installati nel locale o vedersela recapitare diretta-
Si terrà il 14 e 15 novembre, presso il Donald E. Stephens Convention Center di Chicago, l’edizione statunitense di Plma, l’unica mente a casa ordinandola via smartphone. A dicembre 2014
fiera al modo dedicata alla private label. Che vedrà la partecipazione di 1.300 espositori, provenienti da 40 paesi. Un mercato Metro aveva già acquisito una quota del 15% di questa ori-
particolarmente strategico, quello a stelle e strisce, per i prodotti agroalimentari italiani. Per questa ragione l’Ice Agenzia curerà ginale start-up, che grazie all’apertura di nuovi punti vendita
l’organizzazione di una collettiva italiana food e non-food. Le iscrizioni sono aperte dal 4 al 30 maggio 2016. sta diventando sempre più famosa tra i consumatori tedeschi.
/ food service
UP IN THE NORTH
GastroNord & Vinordic, northern Europe’s most important trade show
for the Horeca channel, was held on the past 25-29 April. A strategic
platform to enter the Swedish food market, and to meet local importers.
Massimo Scilleri and Marie-Luise city to understand how much appre- Italian products we found more fre-
Mansson (he is from Sicily, she is ciated is Italian cuisine. Among the quently in Swedish supermarkets.
from Sweden) recently inaugurated many examples, also a restaurant en- And therefore the presence at Ga-
an Italian specialty shop called ‘Gio- tirely dedicated to one of our flagship stronord of a collective stand orga-
ie di Sicilia’ (namely ‘Delights from products: pasta. nized by the Parmigiano Reggiano,
Sicily’) in the small Swedish town of Gorgonzola, Asiago and Mozzarel-
Vastervik. “We are just at the begin- More than just Horeca la di Bufala Campana Protection
ning,” they tell us. “The idea came to Food service is an important chan- Consortia - supported by the Italian
us for two main reasons: passion on nel for spreading the knowledge of Ministry of agriculture - was rather
one side, and the desire to have some Italian products in Sweden, since re- important. “The demand for our spe-
authentic Italian food at home on the tailers still offer a limited selection cialty has started growing in recent
other”. of products. A situation worsened by years, mainly thanks to the presence
We start talking about them be- the low level of knowledge of Italian of so many Italian restaurants”, said
cause their story is very similar to specialties by the upper and middle Gennaro Testa, of the Mozzarella di
that of many Italian families that, 20 class, also due to the difficulties they Bufala Campana Consortium. “There
or 25 years ago, started small import meet in finding made in Italy pro- is still much to do, but there is also
activity of Italian food products in ducts. Anyway, in the supermarkets great potential,” adds Luca Cracco, of
this country, setting the commercial of the Swedish capital you can find the Asiago Protection Consortium.
and cultural basis for doing business different kind of Italian cheeses, “We start basically from zero, so we
in the Northern Region. Today, they such as Parmigiano Reggiano, Grana can only do better!”
are established companies and they Padano and (broadly appreciated)
exhibit among the halls of Gastro- Gorgonzola; as well as Mortadella,
Nord-Vinordic, the trade show held Parma ham and Salami.
in Stockholm on the past 25-29 April. The beautiful city markets, instead,
A huge space, a flexible organization are almost completely lacking of Ita-
and affordable prices make this event lian specialties. Which is a pity, since
extremely interesting to approach they are real ‘food cathedrals’, where
the Scandinavian marketplace, in you can have a quick (but high qua- Su al Nord
particular for the Horeca channel. “A lity) meal, and able to attract consu-
very dynamic sector here in Sweden,” mers with a definitely high spending Spazi non enormi, agilità organizzativa e
said Daniel Fritzdorf, event mana- power. Among the most famous the- prezzi tutt’altro che esorbitanti rendono
ger of GastroNord. “Also thanks to re is the Saluhall indoor market, offe- GastroNord-Vinordic, in scena dal 25 al
the contribution and the initiative of ring a wide array of fresh and ready- 29 aprile scorsi, una manifestazione fieri-
young migrants of first and second to-eat products. stica molto interessante per approcciare il
generation.” mercato scandinavo, soprattutto attraver-
Among them, of course, also many PDO & PGI so il canale della ristorazione. “Un settore
Italian entrepreneurs. Hence, you Cheeses with Protected Deno- molto dinamico e vivace qui in Svezia”,
just need to take a walk around the mination of Origin are among the spiega Daniel Fritzdorf, event manager di
GastroNord. “Grazie anche al contributo
e all´iniziativa dei giovani e dei migranti di
prima e seconda generazione”.
8
www.gastronord.se
IMPORTERS AND DISTRIBUTORS
ITALIANA FOOD SELECTIONS MARTIN&SERVERA
Italiana Food Selections was founded 20 years ago by the Hjort family. The com- With revenue exceeding one billion euro,
pany is mainly active in the Horeca channel, selecting products of premium quality. Martin&Servera is definitely one of the lea-
“Our offer includes almost all food categories, apart from frozen and fresh foods, ding Swedish companies for the distribution
excluding sausages,” said Claudio Hjort, marketing manager. “In the last years cu- of products to the food service. Present in
red meats such as Parma and San Daniele hams or truffle salami have been more their offer also a selection of Italian brands,
and more appreciated. As well as dairy specialties such as Parmigiano Reggiano, such as the Casa Modena and Felsineo cured
sweet Gorgonzola and Tuscan Pecorino.” The booth of the company at Gastronord meats. “We import many different products
hosted many suppliers offering tastes to visitors. Among them, also some well re- from Italy, such as cured meats, pasta and
nowned Italian brands: Sant’Ilario, Branchi, Dok Dall’Ava, Gennari and La Casera. oil,” said Christina Gezelius, communication
But also oil, vinegar and pepper. “Swedes love Italian high quality products, but we manager for Martin&Servera. “Italian pro-
need to make a move forward, especially in the retail channel. Where the offer is ducers’ strength lies in their attachment to
still too much limited, and includes middle or even low quality products,” said Gina From left: Simona, Claudio tradition and in the high quality of their pro-
Hjort, owner of Italiana Food Selections. “In October we will organize a dedicated and Gina Hjort of Italiana Food ducts. Now, they should focus their atten-
event, to create a meeting point between our suppliers and Swedish operators.” Selections tion also on topics such as sustainability and
organic production, extremely important for
MATRIC ITALGROSS Swedish consumers, as well as for Horeca
and retail operators.”
2016 is an important year for Matric Italgross: “We celebrate our 25th anniver-
sary on the Swedish market,” said Paolo Grasso and Guglielmo Rosa, respectively
sales advisor and sales manager for the Horeca channel. Owner of Matric - active
both in the Horeca and retail channels thanks to headquarters in Stockholm, Go-
teborg and Malmo - is Riccardo Mondolfi. “We are present all over the country, di-
stributing famous Italian brands such as Mutti, Veroni, Golfera, Greci, Sella e Mosca
and many more. We are going to add new brands soon and we will implement seve-
ral development projects, because we see interesting growth prospects.” Organic
pasta and oil are among the most appreciated products: “There is a high demand for
Italian products, also from retailers. Prices, however, are a little higher with respect
to the market average. So we have to make a communicative effort to explain the From left: Guglielmo Posa, Riccardo Christina Gezelius
unique features of the products we offer, and therefore legitimize this price.” Mondolfi and Paolo Grasso of Matric of Martin&Servera
/ alimentaria 2016
BEAUTIFUL AND
MISUNDERSTOOD
At the edition marking its 40th anniversary, the Spanish food and drink fair managed to attract
140,000 visitors from 157 countries. As well as 800 top-level international buyers.
Take a modern exhibition centre, ge products. Another 10,000 visitors
buyers proceeding from all Spanish- came from America: Mexico, Brazil, ORGANIC
speaking countries, brands such as Colombia and the US, thanks to the
Coca Cola, Nestlé and Danone (usually linguistic proximity with Spain. But the
not taking part to international exhibi- booths were also crowded of visitors
tions), now add more than 140,000 vi- proceeding from China, Hong Kong,
sitors, and what you get is Alimentaria, Singapore, Vietnam, Philippines, Indo-
held in Barcelona from the past 25 to nesia, Malaysia and Japan. From the
28 April, attended by 4,000 compa- Middle East, it is worth mentioning
nies from 70 countries. The trade fair the growth in the number of visitors
offering was split between the classic from the United Arab Emirates. New TARALL’ORO SARCHIO CIEMME ALIMENTARI
From left: Antonello, Antonio Sandra Mori presents Sarchio new Roberto Antonucci, marketing
drivers of the show: Intervin (wines countries on the list of visitors inclu- ad Valeria Di Bari organic and palm-oil free Muffin
and spirits), Intercarn (meat and meat ded Tunisia, Algeria, Oman, Kuwait,
products), Restaurama (the restaurant Saudi Arabia, Nigeria, Congo and Mo- WINES
sector) and Interlact (milk and dairy zambique.
products). New for this year was Multi- “At this edition we have taken a very
ple Foods, the most cross-cutting of all important step forward in our over-
the fairs that brings together virtually seas projection, reaching key markets
half of the companies taking part in the for the future of the food industry. We
show, grouped by specialist area. have managed to attract every profes- TAPI’
About 100 Italian companies at- sional profile in the food distribution Tapi’, with revenue for 45 million
tended the show, many of them in the and retail industry, as well as the Ho- euro, is distributed in Spain
national collective organized by the ReCa channel, which will translate into DONELLI MARANELLO
Italian Trade Agency (ITA). Many other new business and opportunities to in-
Angela Giacobazzi
from Donelli Vini
Bruno Barbieri, managing
director of Maranello Wines
CURED MEATS
producers, instead, decided to ignore crease sales in both the domestic and R
the event, considering it less important foreign markets”, said J. Antoni Valls CHEESE T
f
with respect to other international tra- General Manager of Alimentaria Exhi-
P
de shows. But they were wrong. bitions. p
Alimentaria proved indeed to be a “The event has consolidated itself n
strategic marketplace, in particular as a major platform for exports from r
for Spanish-speaking markets. In- the Spanish food industry as well as an P
vestments for the incoming of interna- important showcase of the sector’s in- F
tional trade professionals was increa- novations and the new trends that are C
sed by 35%, taking to Barcelona 800 emerging in this market”, adds Josep M
top-level buyers from 78 countries Lluís Bonet, President of Alimentaria M
R
(+62% over 2014), among importers, Barcelona. “We are witnessing Spanish A
retailers and food service operators. products becoming better known and P
CABRE CASEIFICIO LONGO
21,000 visitors came from European achieving a more premium position, From left: Antonella Canini, Luigi Products showcase, including the P
countries, top destination market for which will result in growth in the value Cavagnini and Andrea Banda original ‘Tomino del Boscaiolo’ V
over 70% of Spanish food & bevera- of our exports”. P
10www.alimentaria-bcn.com
THE ITALIAN FOOD MAGAZINE
WAS THE ONLY ITALIAN
PUBLICATION DISTRIBUTED
AT THE SHOW
Warm appreciation was shown in Barcelona for
The Italian Food Magazine. Our b2b publication for
global buyers and importers was indeed the only
SWEETS Italian magazine - together with The Italian Wine Ma-
gazine, the other publication of Tespi Mediagroup -
present at Alimentaria (picture). Distributed during
the most important international trade shows dedi-
cated to the food & beverage sector, The Italian Food
Magazine is also sent to a broad mailing of buyers
and importers thanks to an agreement signed with
the Italian Trade Agency.
GASTONE LAGO ITALPIZZA
The Poker range was showcased Italpizza products are highly
at the Gastone Lago Elledi booth appreciated in Spain
PANIFICIO ZORZI
Panificio Zorzi booth
at Alimentaria
BIO ALIMENTA
Antonio Rotunno, owner
ITA/ICE
From left: Emanuela Esposito, Rosa Maria Llurba
Ortiz of the Italian Chamber of Commerce in
Barcelona, Maria Luisa Caballero of ITA and
Francesca Giorgini of CCIS
Alimentaria Barcellona:
bella e incompresa
RASPINI
The company
from Metti un moderno centro espositivo, buyer provenienti da 78
Piedmont paesi, brand come Coca Cola, Nestle e Danone (di solito assenti
presented its nelle grandi esposizioni internazionali), aggiungi oltre 140mila
new organic visitatori e quello che si ottiene si chiama Alimentaria. L’evento,
range a Barcellona dal 25 al 28 aprile, ha visto la presenza di 4mila
PAVAROTTI aziende da 70 paesi. Un centinaio gli italiani, per lo più all’in-
From left: terno della collettiva organizzata dall’Ice Agenzia. Molti di più,
Corrado invece, quelli che hanno snobbato la fiera, considerandola meno
Marassi,
Marianna
importante di altre rassegne internazionali. Alimentaria, invece,
Ruset, Carlo si è confermata una piattaforma strategica, soprattutto per i
Alberto, Enea, mercati di lingua spagnola. Con l’organizzazione della fiera che
Pier Paolo, ha aumentato del 35% l’investimento per l’incoming e invitando
Patrizia and 800 buyer da tutto il mondo (+62% sul 2014), tra importatori,
Viviana
Pavarotti
operatori di Gd e Do e del canale Horeca.
11/ export
BEYOND
THE BARRIERS
According to the Italian Federation
of food & drink industries (Federali-
mentare), if global tariff and non-tariff
barriers were abolished, exports of
the sector would double their growth
rate. Reaching in 2020 the value of 60
billion euro, against the goal of 50 bil-
lions set by the Italian Prime Minister
Matteo Renzi. According to other stu-
dies, by reducing non-tariff barriers
from 10 to 5%, global trade would
rise by 2-3%. But things are not that
easy: on one side national regulations
take into account the peculiarities of
each country; on the other side, they
are often used by governments to fa-
vour local industry at the detriment
of products proceeding from abroad.
The strength of the EU lies in its
complex food policy - one of the most
complete and detailed in the world -
as well as in the possibility to sign free
trade agreements. Of course, there
are countless political, cultural and -
as above-mentioned - protectionist
reasons that can considerably slow
down this process. Creating big pro-
blems for companies in the sector,
and even damaging the work carried
out in many years on a specific mar-
ket.
Here you will find a list of extra-
European markets, whose legisla-
tions are more or less favourable to
food imports. The analysis is focused ARGENTINA tic Trade Investment Partnership considered dangerous by US au-
on two of the most renewed and ap- Argentina holds the unenviable (TTIP) and the Food Safety Moder- thorities.
preciated Italian excellences, such as record for the country with the nization Act (FSMA) are underway.
cheeses and cured meats, that unfor- largest number of tariff - custom Among the goals of these treaties, CANADA
tunately, due to factors such as the duties for food products are set there is the equal recognition of The CETA treaty, signed betwe-
origin of raw materials and seasoning, at 14.7% - and non-tariff barriers. certifications and food regulations. en Canada and the EU in Octo-
are among the most affected by tariff Due to the import substitution In 2012 the US market was of- ber 2013, is going to introduce
and non-tariff barriers worldwide. strategy applied by the country ficially opened to all pork-based important changes, since 98% of
Government, importers of goods products proceeding from some non-tariff barriers are going to be
that are competing with the local Italian regions (Lombardy, Emilia abolished. The agreement is still
ones are requested to limit im- Romagna, Veneto, Piedmont, Val- waiting for the approval of the EU
IF… ports and promote exports and in-
vestments in the sector.
le d’Aosta, Friuli Venezia Giulia,
Liguria, Marche and the provinces
Council and Parliament, expected
by 2016.
• IF tariff and non-ta- In 2012 some protectionist mea- of Trento and Bolzano) recognized Thanks to the mutual recogni-
riff barriers were abolished, sures were introduced to prevent free from swine vesicular disease. tion of Canadian and European
Italian food exports would the import of pork-based products In 2015 the 100% re-inspection phytosanitary legislations, there is
double their growth rate, proceeding from Europe. Un- measure was eliminated, finally no big problem with the import of
and reach the value of 60 bil- til that date, the import of cured opening the market to short se- pork meat products or cheese.
lion euro by 2020. hams seasoned at least 400 days asoning products. In addition, in
• IF the EU and the US was allowed, as well as the import 2013 US authorities allowed Ita- BRAZIL
of products cooked at controlled lian companies to export bresaola Imports of Italian food products
signed the TTIP, they would
temperature (such as mortadella, (if made with US raw material). are often suspended for sanitary
create the biggest free trade cooked ham and turkey). For pro- Top destination market for Ita- and phytosanitary reasons. More
zone in the world. According ducts with different seasoning or lian cheese, microbiological limits than once the EU asked to modify
to estimates of the European cooking temperature, the meat for Listeria Monocytogenes are these regulations.
Commission, EU GDP would had to proceed from authorized very strict in the US: 25 grams to In June 2014 Brazilian authori-
rise by 0.5% by 2017. countries. 1000 cfu/g (100 cfu/g in the EU). ties allowed the import of cured
• IF the goal set by Pri- In addition, some raw milk cheeses meats seasoned at least 30 days,
me Minister Matteo Renzi UNITED STATES can be placed on the market only but only if raised in the Italian re-
was met, Italy could boast its Today, trade talks between the after 60 days of seasoning. And gions of Lombardy, Emilia Roma-
exports from 33 to 50 billion EU and the US for the Transatlan- cheese aging on wooden boards is gna, Veneto, Piedmont, Valle d’A-
euro by 2020.
12An analysis of some of the most important extra-EU markets
for Italian food products. In particular for cheese and cured meats.
Among restrictions and new opportunities.
Oltre le barriere
osta, Friuli Venezia Giulia, Liguria, Marche and the
provinces of Trento and Bolzano. Also cured and co- Secondo Federalimentare, se si eliminassero i dazi e gli ostacoli non tariffari, l’export agroalimenta-
oked ham, as well as mortadella and cotechino, can re italiano potrebbe raddoppiare il ritmo di crescita arrivando a superare, nel 2020, i 60 miliardi di
be imported in the country. Dairy products must get euro, contro i 50 fissati come obiettivo dal governo Renzi. La forza dell’Unione europea risiede sen-
the DIPOA certification. A long and complex proce- za dubbio nel suo complesso normativo in campo alimentare, fra i più corposi e completi al mondo.
dure, lasting about 8 months, requested for every E nella sua possibilità di firmare trattati che agevolino il libero scambio. Ma, ovviamente, vi sono
kind of product. ragioni politiche, culturali e protezionistiche che rallentano in maniera considerevole queste trat-
tative. Rallentamenti che si traducono in grandi difficoltà per le imprese del settore, e che rischiano
CHINA di compromettere anni di duro lavoro. Qui proponiamo un’analisi di alcuni dei principali mercati
Original labelling written in Chinese is mandatory extraeuropei per i nostri prodotti alimentari, con un riferimento particolare ai salumi e ai formaggi.
to export to China. Furthermore, local regulations Che sono tra le specialità italiane più amate al mondo, ma che a causa di specificità quali l’origine
require a long series of documents, in particular for della materia prima e la stagionatura, sono anche le più soggette a pensanti barriere fitosanitarie.
sanitary reasons.
Cured hams seasoned at least 313 days and heat-
treated can be imported. For cooked products the
market was officially opened in 2014, but only for
products proceeding from five plants authorized in
2012.
JAPAN
Getting customs clearance in Japan can be a long
and complex procedure, made of a long list of docu-
ments. In October 2014 Japanese authorities chan-
ged the current legislation on microbiological cri-
teria for Listeria monocytogenes in food products,
now aligned with the European Codex standards.
An important result that led to the removal of one
of the most significant non-tariff barriers preventing
the export of Italian cured meats in Japan. As regards
bresaola, the import of bovine meat and derivatives
is still not allowed due to the concern over BSE (Bo-
vine Spongiform Encephalopathy).
Authorizations for cheese imports are not always
allowed due to food safety reasons.
SOUTH KOREA
South Korean authorities exercise strict control
over imports, in order to prevent the spread of ani-
mal diseases.
In January 2016 new regulations for the import of
pork-based products from Italy entered into force.
Anyway, so far the market is open only for cooked
products or products seasoned at least 400 days,
but raw material must necessarily be of Italian origin.
The import of fresh pork meat is still banned.
Microbiological limits have been set for cheeses,
while the import of products made from raw milk is
not allowed. Anyway, after a long negotiation betwe-
en Italian and local authorities, important results
have been achieved: such as the possibility to export
parmigiano reggiano, grana padano and other raw
milk cheeses.
SINGAPORE
Due to the diagnosis, in Italy, of cases of swine vesi-
cular disease, imports of short seasoned cured meats
are banned in Singapore. For cured seasoned hams
from Carpegna, Parma and San Daniele, instead, the
Veterinary Authority of Singapore (AVA) introduced
in 2013 a new customs procedure. For other kind of
products, applications for authorizations are extre-
mely complex, and require a series of information on
production plants and manufacturing techniques.
FOLLOWS ON PAGE 14
follow
13/ export
FOLLOWS FROM PAGE 13
INDONESIA INDIA anyway, strict controlles were applied due to
In Indonesia, laws governing the food sec- Indian legislation presents many tariff and an outbreak of swine fever in some territo-
tor are extremely complex. Imported pro- non-tariff barriers: imports of milk derivati- ries linked to the EU. The long and complex
ducts have to be registered at the authorized ves, poultry, sheep and goat meat as well as negotiations have led to a partial opening for
local body (BPOM), a procedure that can last pet food are banned. some products categories, later nullified by
even several months. In addition, final goods Imports of cooked pork-based products the embargo.
sold directly to consumers have to be certi- are allowed. Imports of beef meat, instead, is In addition to the embargo, dairy products
fied Halal also by the MUI authorization body banned for religious reasons. also require the authorization of the national
(Majelis Ulama Indonesia). Local legislation doesn’t recognize seaso- veterinary service.
Cooked meat products, beef-based and ning like a safe method for processing milk.
pork-based products seasoned for less than For this reason products not receiving a heat TURKEY
six months can’t be imported in the country. treatment - such as parmigiano reggiano - Most of the problems in exporting to Tur-
For the import of meat, authorization is re- can’t be imported in the country. In addition, key are linked to customs clearance procedu-
quested both for country of origin and pro- only vegetal rennet, instead of animal rennet, res, that need to be completed in 20 days for
duction plant. can be used. products carried by land or air and 40 days
for those carried by sea. After this time pe-
VIETNAM THAILAND riod, goods are expropriated and can be sold
The food safety law, entered into force in Sanitary and phytosanitary certifications at auction.
2012, turned out to be complex for Italian ex- are requested in order to export products of Beef meat-based products can’t be impor-
ports. It introduced a series of bureaucratic animal or vegetal origin in the country. Ap- ted in Turkey, while a special pasteurization
hurdles for import procedures, such as the proval procedures are complex and long-run- technique is requested for cheeses. Further-
need to involve the health authorities of the ning, often open to different interpretations, more, for dairy products made of milk that
countries of origin. and may presuppose the inspection of pro- has not undergone a thermal treatment (such
In March 2014, Vietnamese authorities in- duction facilities by government authorities. as parmigiano and grana padano), Turkish au-
troduced a mandatory authorization and the Nevertheless, most of Italian cured meats thorities accept any certificate issued by the
inclusion in the list of pork meat processing can be exported to Thailand. country of origin. Starting from December
facilities interested in exporting to Vietnam. 2014, the cheese must receive a sanitary cer-
Unfortunately, such a procedure is intricate AUSTRALIA tificate, issued by Asl.
and difficult to understand. Australian Government’s Biosecurity im-
port conditions represent a serious obstacle SOUTH AFRICA
TAIWAN for European exports. Risk analyses for bio- At the end of 2014 South African authori-
Due to the presence of Swine African Fever logical control are mandatory for most food ties stopped issuing authorizations for the
in Sardinia, imports from Italy of pork meat products. In 2008 the Government launched import of pork-based seasoned products
and pork-based products are not allowed in a reform program that is moving forward at a from Italy, since they were no longer consi-
the country. slow speed. dered suitable for import. After a long nego-
In 2006 Italy achieved the authorization tiation, an agreement on the new certifica-
UNITED ARAB EMIRATES for the import of cured de-boned ham and of tion was reached in April 2015. In particular,
Foreign companies willing to export to the cooked sterilized products such as zampone products with a PH less than or equal to 5
UAE need a local sponsor. In addition, accor- and cotechino. Conditions imposed, however, have to be seasoned for at least 12 months.
ding to the federal law, the distribution of are very restrictive, and some kind of cooked Producers were allowed to use the meat of
such products must take place through ope- and short seasoned products can’t still be im- pigs born, raised and slaughtered in Italy and
rators from the Emirates. ported. also in the other European countries authori-
Only in a limited number of cases the im- zed by South Africa: Germany, Netherlands,
port of pork-based products is allowed. Pro- NEW ZEALAND Spain, France, Denmark, Belgium, Hungary,
ducts made of beef and poultry meat, instead, For meat-based products, New Zealand United Kingdom and Ireland.
must be Halal certified. acknowledged the equivalence of its legisla-
tion with the European one. Therefore, the
EGYPT market is open to all Italian cured meas, and
Strict controls are exercised over com- to bresaola as well, if made with raw material
pliance with local regulation, in line with the proceeding from the EU or countries authori-
European ones. For this reason food exports zed for direct export to New Zealand.
from the EU to Egypt enjoy a preferential
treatment. In 2010 a further liberalization RUSSIA
occurred in the exchange of some fresh and Since August 2014, an embargo has been
processed goods, but some non-tariff bar- imposed on food products proceeding from
riers during the customs clearance opera- the EU, affecting different kinds of cured
tions are still in force. meats, including those produced with pork
or beef meat. Even before the embargo,
italian
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the end
14Advertisement feature
ITALIAN SUPPLY CHAIN
FROM THE LAND TO THE FINISHED PRODUCT
PRO SUS was founded in 1985, from the bu- se, located in Vescovato, in the province of Cremona, activity with connected services: a cured meat facto-
siness idea of a small group of farmers. Today like only Italian porks of the Parma and San Daniele P.D.O. ry in Tizzano Valparma (province of Parma) and the
yesterday, its core activity is the slaughtering and pro- circuits are processed. Over 70% of these porks pro- manufacturing of ready-to-eat products in the pro-
cessing of pork meat of Italian origin. PRO SUS ceed from associated farmers, but PRO SUS, at the cessing facility of Castel D’Ario (province of Man-
main features have always been the constant search head of the supply chain, is able to ensure the Italian tova).
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Lombardy and Emilia Romagna, and celebrating in well as the highest respect for the environment. and trade authorizations for expor ting to the USA,
2015 its 30th anniversary. In the slaughtering hou- PRO SUS decided to integrate the slaughtering Japan, Canada and more.
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