In a world where the consumer is king, a symbiotic relationship with the shopper is essential—a facet of market success that Veroni USA knows well. With the recent launch of its antibiotic-free charcuterie line, Veroni is continuing to build on this momentum while simultaneously achieving its goal of putting the consumer first.
“When it comes to developing new products, our first goal is to fully meet consumers’ needs–indeed this is one of the most important driving factors for us. Under this light, our brand-new, antibiotic-free charcuterie range is a premium line designed for those consumers who pay more and more attention to the product’s ingredient list,” Marketing Manager Emanuela Bigi shares with me. “The meat used to produce this line comes from pigs raised by family-owned farms that promote good animal husbandry practices.”
And what exactly do these practices entail? According to Veroni’s antibiotic-free program, no antibiotics or hormones can be administered to pigs in any growing stage. Furthermore, their diet is exclusively plant-based. These practices have created a line that includes Prosciutto Italiano, Salame Milano, and Salame Calabrese, available in 3 oz and 4 oz single packs as well as a pairing in the Antipasto Italiano tray.
“To offer even a healthier and more genuine product, our Prosciutto Italiano contains no artificial ingredients and is minimally processed, while the salami contains no nitrates except for those naturally occurring in celery juice powder and salt. The development of the line took a long time since it was necessary to implement the entire supply chain,” Emanuela says. “Although it is a long process, we managed to introduce the entire range at the IDDBA last June, including the most known and appreciated Italian deli meats such as Prosciutto, Salame, and pairing options like Antipasto Italiano.”
Such an innovative line must have packaging to follow suit, and follow suit it does. The antibiotic-free line comes in eco-friendly trays made with 75 percent less plastic than traditional Veroni packs and with FSC-certified paper. This element supports recycling as the packaging can be easily disposed of separately in the proper paper and plastic recycling bins.
Any way you look at it, Veroni’s values align with the new line and clean label which are evidence of the company’s efforts to offer healthier and more sustainable Italian charcuterie.
“The U.S. market has proven to be very open to innovative products, especially when these come from Europe. Indeed, American consumers show a particular interest in charcuterie, a segment that has been steadily growing over the past few years, especially when it comes to premium charcuterie,” Emanuela expresses. “Along with the attention of American consumers to products’ quality, this trend inspired us to consistently invest in innovation. For this market, we design products that combine the excellence of Veroni’s charcuterie tradition with the U.S. consumers’ taste.”
Building a charcuterie program that entices and succeeds in the competitive deli space is what sets Veroni USA apart from its peers, and it is also what sets its retail partners apart from theirs.