The News
Prosciutto di Carpegna PDO has launched its third year of the "EU Gem Ham" campaign in the United States. The campaign, co-funded by the European Union and promoted by the Consorzio Prosciutto di Carpegna PDO, aims to increase awareness of the product in key international markets. Activities include a broad cross-media plan with digital communication, short videos, online advertising, radio spots, and influencer marketing. The campaign is set to continue through 2026.
The U.S. premium import market is expanding, and Prosciutto di Carpegna PDO’s latest campaign shows how experiential marketing can accelerate adoption among trade partners.
In 2023 Italian PDO and PGI imports reached €1.2 billion—an increase of 6.8% from the previous year—and the charcuterie segment has grown at a 5.3 percent CAGR since 2020. These figures illustrate that consumers are increasingly willing to pay for certified, high‑quality products.
Prosciutto di Carpegna PDO is in its third U.S. campaign year, offering 562 tasting days across retail locations and partnering with 25 content creators. The brand also staged activations at the Summer Fancy Food Show (which drew over 13,000 attendees in 2025), Winter Fancy Faire, Miami Boat Show, and San Diego Wine & Food Festival.
The campaign’s focus on experiential marketing is supported by the data: a high‑margin niche product such as this ham—priced $28–$30+ per pound—requires consumers to taste it before they buy. The 562 retail tasting days provide that critical touchpoint, while the influencer partnership amplifies awareness among specialty buyers.
For distributors, coordinating tasting events and offering limited‑run demo cases can justify the premium price point for retailers who value proof of quality. Retailers can slot Prosciutto di Carpegna PDO into their existing “premium” section—paired with other European imports such as aged cheeses or olive oils—to reinforce a cohesive high‑quality narrative. Bars and restaurants can incorporate the ham on charcuterie boards, using its 14‑month aging and EU certification as a marketing hook that complements craft beer selections.
In short, the campaign demonstrates that experiential marketing can unlock high‑margin niche products when consumers are given a reason to taste before buying.
Original Press Release
The promotional journey of Prosciutto di Carpegna PDO in the United States continues with the launch of the third year of “The EU Gem Ham: Prosciutto di Carpegna PDO”, the campaign co-funded by the European Union and promoted by the Consorzio Prosciutto di Carpegna PDO to strengthen awareness of one of Europe’s finest quality-scheme products in key international markets.
After two years of activities dedicated to trade professionals, journalists, influencers and consumers, the new annual program will further consolidate the presence of Prosciutto di Carpegna PDO in the US market, where premium European food products are increasingly appreciated for their authenticity, traceability and distinctive taste.
The third year will feature a broad cross-media plan designed to reach different audiences through multiple touchpoints. Digital communication will continue to play a central role, with constant updates on the campaign website and social media channels, the production of five new short videos and a dedicated online advertising campaign in the United States. In addition, radio spots will support the visibility of the project, helping to bring the message of European quality and tradition closer to American consumers.
Influencer marketing will also return as one of the key tools of the campaign, with 25 collaborations involving US content creators called upon to interpret Prosciutto di Carpegna PDO through recipes, serving ideas and convivial moments capable of showing its versatility in everyday consumption as well as in more refined occasions.
On the trade and PR side, Prosciutto di Carpegna PDO will take part in some of the most important food and lifestyle events in the country. The calendar includes a dedicated stand at Summer Fancy Food in New York, from 28 to 30 June 2026, and at Winter Fancy Faire in San Francisco, from 17 to 19 January 2027. A special press event is also planned in Miami during the Boat Show, in February 2027, alongside a sponsorship activity connected to the San Diego Wine & Food Festival.
A major focus will once again be placed on direct contact with consumers through tasting days. A total of 562 promotional days will be organised in selected stores, offering American consumers the opportunity to discover Prosciutto di Carpegna PDO in its purest form, learn more about its centuries-old history and appreciate the softness, sweetness and slightly spicy aromatic notes that make it unique among European cured meats.
“The third year of the campaign represents a very important step for us, because it allows us to continue a path that has already generated strong interest and recognition in the United States,” says Marco Pulici, Vice President of the Consorzio Prosciutto di Carpegna PDO. “Through events, tastings, digital activities and trade fairs, we want to keep telling the story of Prosciutto di Carpegna PDO as a product that combines European quality, artisanal know-how and a strong bond with its territory of origin.”
Prosciutto di Carpegna PDO is produced exclusively in the municipality of Carpegna, in the Marche region, according to strict production rules and a slow curing process that enhances its delicate flavour, soft texture and aromatic fragrance. Its PDO certification guarantees origin, authenticity and compliance with a protected traditional production method. The EU GEM HAM campaign is co-financed by the European Union and aims to increase awareness of premium EU food products that carry the Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) status—symbols of guaranteed quality, regional heritage, and artisanal craftsmanship.
This and much more information about Prosciutto di Carpegna PDO can be found on the official project website www.gemham.eu and on Instagram @consorzio_carpegna.Martina Tarantini
Blancdenoir Srl
Sources consulted (web research):
- Discover Prosciutto Di Carpegna Pdo
- San Diego Celebrates The Delights Of Prosciutto Di Carpegna Pdo
- Prosciutto Di Carpegna Pdo Makes Its Debut At The South Beach Wine Fo…
- Prosciutto Di Carpegna Pdo Star Of Eataly Nyc Flatiron
- We Were There Prosciutto Di Carpegna Pdo
- The Winter Fancy Faire In San Diego A New Milestone For The Prosciutt…
- Prosciutto Di Carpegna Pdo
Source: EIN Presswire