Shanghai – It’s a long, articulated and massive campaign, the one implemented by the Parmigiano Reggiano Consortium in China, “a market that presents extraordinary possibilities – explains the director of the Consortium, Riccardo Deserti – but which requires targeted initiatives, given the fact that the consumption of cheese – and especially of hard cheeses, little known – is not a traditional eating habit.” This long process included – on May 4 – a training seminar with tasting in the Italian winery of Yishang in favor of journalists, traders and major distributors of Parmigiano Reggiano in the Chinese market (including Italuck, BrightView, SinodiseGoodwell China). A media dinner with leading gourmet publications was also scheduled in the Italian restaurant “Dolce Vita.” And now, the Consortium – for the first time – takes part in Sial China, scheduled until May 8. (9Colonne)
