Counter to the global economic trend last year, exports of Prosciutto di Parma grew 1.6%, according to the Consorzio del Prosciutto di Parma. In 2009, 35,000 more pieces were exported compared to 2008. The total of whole hams (with and without bone) and pre-packed Prosciutto di Parma exported was 2,061,668 (12,662 tons). Exports accounted for 21% of production and generated an estimated return of 181 million euros.
Success can be attributed to at least two factors. The Consorzio del Prosciutto di Parma, in spite of grave sales predictions for 2009, boldly increased investment in promotion initiatives in Italy and abroad. In addition to marketing and promotion, consumers responded to the excellent quality and convenience of pre-sliced, packaged Prosciutto di Parma. Sales of pre-sliced ham compensated for last year’s decreased demand for whole hams. Pre-sliced ham now represents 39% of Prosciutto di Parma exports (47% in the EU market). Of the mature export markets, the best performance was recorded in Austria (+34.7%), Belgium (+23.2%), and Great Britain (+13.3%). Of the emerging markets, Australia (+69.2%), Singapore (+9.8%), and Hong Kong (+5.6%) showed the greatest growth.
WTO trade and Italian exports, in general, showed a sharp decline in sales in 2009. Fortunately the agricultural and food sector showed a counter-cyclical trend and stood up decidedly better than other sectors.
"We’re very pleased with sales in both the domestic and export markets,” commented Paolo Tanara, president of the Prosciutto di Parma Consortium. “The fact that consumers continued to purchase and enjoy Parma Ham through a very difficult economic crisis is especially encouraging. Significant export growth at this time shows that Prosciutto di Parma is truly among the very best of made-in-Italy products. We’re confident of continued growth as the economy continues to strengthen.”
Source: Consorzio del Prosciutto di Parma
