Protected Designation of Origin gives today’s consumers the confidence they desperately seek

The global pandemic of COVID-19 has had a massive impact on the food industry. To ensure the health, safety and integrity of the food supply chain, most operators have had to incur additional costs which in turn has resulted in higher prices for the end consumer. However, not all suppliers have followed the rules, and consequently, widespread food fraud is taking place.

Protected Designation of Origin (PDO) is the European Union’s Protected Designation of Origin certification system. It is a system of control for popular Italian fine foods – like Prosciutto di Parma – which guarantees provenance, quality and authenticity – all key factors weighing heavily on today’s consumer.

Faced with uncertainty surrounding the price of food and food integrity, consumers will be more risk averse and will demand better value for their money as they seek comfort at home in place of eating out.

Added to these concerns is the heightened awareness around healthy eating and the trend towards a more holistic wellness approach to diets. Consumers are demanding to know not just what they are eating, but where it was produced, by whom and under what conditions.

Thankfully, the PDO system of control and certification guarantees high quality, authenticity and traceability that ensures certain production specifications. The PDO system helps consumers distinguish these foods from their imitators and food fraudsters. Delicious Prosciutto di Parma is one such product protected under this system of control.

Prosciutto di Parma is 100% natural, containing no additives, preservatives or hormones, cured only with the help of pork, sea salt, air and time. All Parma Hams have been produced with the same care since Roman times. By law, this ham can be cured only in the gently rolling countryside near Parma, Italy, in the foothills of the Apennines.

Prosciutto di Parma is the ideal choice for today’s discerning consumer looking for a superior product, prepared under strict controls and always using authentic, quality ingredients.