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Confusion at the counter: New survey reveals Canadian consumers confused by how food products are marketed at retail

More than a third of Canadians consider themselves a foodie

A new survey commissioned by the Consorzio del Prosciutto di Parma reveals that Canadian consumers are finding it challenging to identify authentic products at the grocer. Of the more than 1,500 Canadian consumers polled, more than half (51%) reported feeling confused by how food products are marketed today, particularly when it comes to understanding the history and origin of a product.

The survey also showcased that Canadian consumers are passionate about food authenticity with more than a third (33.2%) citing that knowing whether the product they purchase is genuine is important, and almost half (40.5%) stating that how their food is made and where it comes from is significant as well. In addition, 44% responded that when shopping for food, the designation ‘100% natural’ is important to them.

“We know that Canadians are smart shoppers and conscious consumers and they want to have a better, clearer understanding of what they eat and where their food comes from,” says Chiara Iasiuolo, Consorzio del Prosciutto di Parma. “For more than 20 years, we have worked to have products, like Prosciutto di Parma, protected in Canada so customers can feel confident that they are enjoying an authentic, quality product true to it’s history and origin.”

While Canadians may feel confusion at the counter, that doesn’t seem to stop their pursuit or love of all things food related. According to the survey, more than a third of Canadians consider themselves a foodie, which is defined by trying new foods regularly (47%), eating at multiple restaurants every month (40%), seeking quality ingredients (40%) and taking an interest in food origins (35.6%). When it comes to culinary inspiration, Canadians turn to social media (20%) or cookbooks (22%) for ideas over family, friends or cooking shows.

To enable Canadians to foster their love of food and confidently incorporate authentic, quality, natural ingredients into their recipes, Chiara Iasiuolo of the Consorzio del Prosciutto di Parma offers the following tips to help consumers identify an authentic product: 

  • Look for authentic identifiers, like the Parma Crown on all Prosciutto di Parma or a PDO (Protected Designation of Origin) stamp on cheese, ham or oils. 
  • Buying from whole versus pre-packaged can also help ensure you are receiving product that is genuine. 
  • Consumers should be weary on pricing. Authentic products can be more expensive because they require more time (and less processing) to produce. If it’s marked down too much, that may be a red flag that you’re not receiving an authentic version.

About the Consorzio del Prosciutto di Parma

The Consorzio was established in 1963 by 23 producers producing 53,000 branded hams who wanted to protect and promote their product throughout the world. Since then, the Consorzio has grown into a family of 150 Prosciutto di Parma producers supplying nearly 9 million hams annually to markets all over the world. Today’s producers carry on a tradition that has been passed down through generations. The production of every Prosciutto di Parma is regulated by strict laws that define the quality and characteristics, represented by the Parma Crown branded on Prosciutto di Parma.

To learn more, discover recipes and find out where to buy Prosciutto di Parma, please visit www.parmacrown.com.


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