The end of February marks a key milestone in an initiative to set apart a product that represents a legacy. The Eu Gem Ham: Prosciutto di Carpegna PDO, a European co-funded project named to immediately convey the uniqueness of a long-standing product, marks its first year in highlighting what sets this ham, and its process, apart.
“Prosciutto has experienced a tremendous increase in popularity in the last five years. Consumers are now understanding the difference between domestic and imported, are looking for the authentic product, and are willing to spend a little bit more for it,” Simone Bocchini, Chief Operating Officer and President of Fratelli Beretta USA, explains. “During the years of COVID, a lot of advertisements and cooking shows exposed the consumer to new and exciting flavors and introduced a lot of them to Prosciutto. Now that we are back to running our normal lives, we still crave the flavor and the experience of eating well.”
Now, the key to not just fostering that demand but growing it lies in helping to further peel back the layers of ways prosciutto can be enjoyed. Beyond charcuterie boards, Simone says that, as part of the Consorzio Prosciutto di Carpegna, the team can provide a lot of recipes and ideas to help retailers inspire further engagement with this delicious and flexible offering.
“Engage in the store with additional options for usage of prosciutto. Cross-merchandising with fresh fruit—typically Italian antipasto prosciutto and melon—inspires the use of prosciutto in cooking recipes,” Simone encourages, going on to explain what sets Prosciutto di Carpegna PDO (Protected Designation of Origin) apart from the rest. “We offer product 20 months aged, unique production in the specific area of Carpegna. Robust flavor really shows the craftsmanship and time that goes into the product, exclusive PDO from the Marche region.”
Truly a gem among different European hams, there is a legacy of tradition bringing this product to market. Digging further into the history, Simone shares that the roots of this ham date back to the 15th century, when pigs were raised in the wild in the Marche region.
“Towards the end of the 1960s, the first plant was built in the heart of the ancient village of Carpegna, a place rich in artistic and cultural beauties. Today, the production of Prosciutto di Carpegna PDO is regulated by a meticulous specification, which defines the pig breeding area, the processing methods, and times. Strict compliance with these rules allows the product to fully fall within the Protected Designation of Origin, respecting its centuries-old history,” Simone concludes.
Congratulations to Eu Gem Ham: Prosciutto di Carpegna PDO on one year of bringing this legacy into the spotlight!
