Western Grocer Serving the industry since 1916
Nine Months After CETA, Canadians Can Now Identify & Enjoy Authentic Parma Ham
Toronto, November 17, 2017 – It has been nearly nine months since the Comprehensive Economic and Trade Agreement (CETA) between the European Union and Canada was approved, allowing for Prosciutto di Parma to take full hold of its name in Canada under the protection of Geographical Indications. Today, Canadian consumers can find the authentic, 100% all-natural ham at local retailers across the country under the correct designation, Prosciutto di Parma, and featuring the distinctive Parma Crown. The Parma Crown is a guarantee of authenticity branded on every leg and pre-sliced pack of Prosciutto di Parma and featured on all packaging, setting it apart from others on the market.
“It has been a lengthy process, but we are so pleased to be able to finally offer Canadian consumers our premium product, under the correct designation, and provide some clarity regarding the quality and origin of the prosciutto they purchase,” says Stefano Fanti, Director of the Consortium of Prosciutto di Parma. “For years we experienced a situation that damaged the value of our brand and of Prosciutto di Parma, generating confusion in consumers,” Fanti pointed out. “Now, thanks to the CETA agreement, we can further invest in our brand to develop our Canadian exports, which currently average 70,000 hams per year.”
The confusion Fanti refers to is a 20-year-long battle to secure ownership over the rights to use the name, Prosciutto di Parma in Canada. Prior to the agreement, Prosciutto di Parma was already being sold in Canada, but under the names, “The Original Prosciutto” and “Le Jambon Original” as the trademark “Parma” had been acquired by Canadian company, Maple Leaf, which sells, among other things, its dry cured ham using this name. Today, the protection of Geographical Indications under CETA defend the authenticity of a product – both the means and location of production – ensuring greater clarity for Canadian consumers regarding how and where their food is made.
“Now that our product is officially available to Canadians under our protected name, we are looking towards the future optimistically, focused on educating consumers and retailers on the Parma difference,” say Fanti. “From the rich history of the product, to the time-honoured tradition of curation and production, to best practices for slicing and serving, our goal is to re-introduce Canadians to the real Prosciutto di Parma and offer an authentic, premium experience from start to finish.”
Prosciutto di Parma is available now at retailers across Canada. For more information please visit: www.parmacrown.com
About Prosciutto di Parma
Prosciutto di Parma is a 100% all-natural, preservative and gluten-free product made with only four ingredients: pork, sea salt, air and time. There are no additives, smoking or hormones used. It is made in the Emilia-Romagna region of Italy and is a PDO (Protected Designation of Origin) product, meaning it can only be produced using traditional methods in a specific geographical region.
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 145 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. Learn more, discover recipes and find out where to buy Prosciutto di Parma at www.parmacrown.com.
For questions or interview requests, please contact:
Andrea Mancini CASACOM
