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THE WORLD FOOD INDUSTRY LOOKS TO THE BIG NAMES AT PARMA
Rome (Ign) - The Italian capital of taste. This is the reputation that Parma has earned over the years, thanks to the companies in the food supply chain which have for some time now been international leaders in their field. So much so that they are widely imitated, above all abroad. Their success is due to the quality of the products but also, and above all, to the strong brand identity, which in some cases has been the key to their success.
The food supply chain in Emilia involves Parma and 29 bordering council districts, 2070 companies and around 10,500 jobs, for a carnet of products ranging from the famous ham to salami and vegetable conserves, pasta, baked products and, last but not least, Parmesan and Grana cheese. Much of the success is due to exports, where the main market is the US, even if lately Germany, Spain and France have proved to be interesting marketplaces. Exports of cheeses from the area are estimated to be around 206,000 tonnes, up by 4.5% in 2006, and specifically - according to the data of the Parmigiano Reggiano Consortium - the famous cheeses have seen foreign sales rise by 15.1%. More in general, however, the entire food sector in the current year has showed an increase in exports. It is also thanks to the technological system that it has been possible to achieve the current levels of market penetration: always at the forefront both in terms of production and safety and hygiene, technology has guaranteed the essential components that have brought lasting success and customer loyalty. The area around Parma, moreover, is home to numerous companies connected to each other to which products are directed, both to be transformed and already processed. This has made it possible for the companies to keep under almost total control every instant of the production process, which means placing safe and certified goods on the market.
The supply chain is strong, and has great ambitions. The demonstration is the recent creation of "Italia del gusto-La gastronomia di marca/Taste of Italy-Good Italian food, good living", a consortium that brings together the 21 major companies of the food industry around Parma and which will also work as a single brand for promotional initiatives abroad. There are 21 leading names, already consolidated both in Italy and abroad: Barilla, Parmalat, Granarolo, and obviously Parmareggio-Unigrana are just some examples. For a more precise picture of the impressive system, we need merely note that, put together, these companies account for a turnover of around €25bn. This figure is even more impressive if we consider that the Italian food market has a turnover of €107bn in total. Their main objective is to move in foreign markets with their strength behind them, to achieve an even more privileged position both with trading partners and large-scale distribution. They have already got some targets in their sights: United States, Eastern Europe and Russia.
In addition to the single trademark, there are moves towards a common strategy of study and planning for international sales solutions and the penetration of new emerging markets. This combined action may certainly also be an example for small and medium-sized enterprises in the supply chain, also due to the position that it will certainly assume both in national contexts and in Brussels.
Basically, the colossus that started life in the most famous food valley in Italy and Europe already has a position worthy of respect: second in Europe and fourth in the world, behind only the huge international giants of large-scale distribution which cannot however count on the experience and quality which has always characterised the excellent products from the area around Parma. The alliance was strong from the outset and demonstrated the fact right away: New York will be the first city stop on a world road show that will lead the "good Italian food and good living" around the world.
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