Evolving tradition: San Daniele prosciutto redefines its future with new regulations
The Consortium of Prosciutto di San Daniele DOP is preparing for a significant transformation in its product specifications, aiming to diversify its offerings and strengthen its market position. The new regulation will introduce three distinct categories, each defined by specific weight requirements, minimum curing durations, and commercial destinations.
A Strategic Evolution: The Three New Product Segments
During a meeting in Milan, Consortium President Nicola Martelli outlined the upcoming changes, confirming that the final steps—an assembly on February 27, followed by formal presentation to the Ministry—are imminent.
The new framework introduces a three-tier segmentation to optimize the product’s adaptability to different markets:
- Horeca Segment – Aimed at restaurants and hotels, this category will feature boneless hams, simplifying handling and enhancing usability for chefs in professional kitchens.
- Classic Segment – Preserving the traditional identity of San Daniele DOP, this category is tailored for retail markets and consumers who seek authenticity.
- Reserve & Long-Maturation Segment – A premium selection, regulated with stricter aging criteria, similar to the “reserve” concept used in high-end cheeses.
This new structure will boost product differentiation, enhancing market recognition and offering consumers a wider range of choices.
Growth Strategy: Supermarkets and International Markets in Focus
The revised specification is designed to reinforce San Daniele’s market presence, both in Italy and globally. The Consortium’s main objectives include:
- Expanding into Large-Scale Retail (GDO) by offering more segmented products.
- Tapping into new international markets where San Daniele has yet to gain strong traction.
- Strengthening the DOP identity to increase brand awareness and consumer appreciation.
“We want to expand into underdeveloped markets and consolidate our presence in large-scale retail,” Martelli stated, highlighting the strategic nature of these changes.
San Daniele: A Powerhouse in the Italian Economy
Prosciutto di San Daniele DOP continues its positive growth trend, with over 2 million hams produced annually and a €360 million turnover.
The economic impact of the sector is significant: for every €1 generated, an additional €2.2 is activated in the broader economy, bringing the total value of the San Daniele supply chain to €1.1 billion.
During the Milan event, a strategic report by The European House – Ambrosetti (TEHA) was also presented, reinforcing the importance of the Italian agri-food sector and the crucial role of DOP and IGP products in the country’s economic growth.
