Anuga: Bertinelli confirms its glocal spirit and unveils the “BuonEssere” positioning

In Cologne Azienda Agricola Bertinelli introduces unique products in three key clusters: Halal Food, Kosher Food and Healthy Food. Business perspectives are definitely bright, also thanks to the strong appeal held by the cheese and dairy sector of the Parma area, with exports increased by 16% in the first half of 2017. At the Anuga Fair, Bertinelli brings a new product “La Scalata del Gusto”, the symbol of a positioning that wants to combine the highest quality with the choice of wellbeing.

Parma, 25 September 2017 – Thanks to the funds granted by the Emilia-Romagna  Region and the Emilia Alimentari Consortium, the Azienda Agricola Bertinelli will participate in Cologne to Anuga from 7 to 11 October: the fair hosts 7,200 exhibitors and expects more than 160,000 visitors from 192 countries. Anuga is the most important trade show in the world dedicated to food & beverages.

As CEO Nicola Bertinelli explains, «Our Farm matches tradition with innovation: if on the one hand our roots and identity remain in Parma, as we have been operating for more than 100 years from the hills of Medesano in the Food Valley, with full respect of a know-how consolidated throughout the centuries, on the other hand we want to obtain an ever more international dimension. It all started with the market launch of the Kosher Parmigiano Reggiano PDO, and by the end of the year we will also introduce the Halal Parmigiano Reggiano PDO: it is very important for us to be at Anuga because we will introduce these unique products – and we will have more to add to these, such as Parmigiano Reggiano PDO Millésimé Grand Cru and the BVeggie – to a qualified consumer audience, such as the most important buyers of the large retail chains and the ho.re.ca. sector».

There are flourishing perspectives, also in consideration of the excellent results recorded by the cheese and dairy sector from Parma in the first semester of 2017. «In this sector, worldwide exports from the area of Parma have grown in the first part of the year by 16.1%, for an overall value of 130,4 million euro: food exports from Parma account for 17% of the overall total. Parmigiano Reggiano PDO has a strong appeal: we come to Anuga certain to secure new business alliances, because our products’ portfolio has no equal on the market».

There are 10 trend themes identified at Anuga in this 2017 edition: the Azienda Agricola Bertinelli is present in as many as three of these clusters. The first is the Halal Food: according to Pew Research Center data, in 2016 the global market for Halal food products was worth 45.3 billion dollar. By 2020, business volume is expected to increase by 29%. The second trend is Kosher Food. According to a research presented at the beginning of September 2017 by Kosher Network International, by 2025 the market of Kosher foods, currently worth 24 billion dollar, is expected to grow by 11.5%. Finally, the other prominent cluster is Healthy and Functional Food: according to Euromonitor International, in 2017 the global presence of these foods on the market will break the trillion dollar ceiling, for the first time ever. «Thanks to products such as Halal Parmigiano Reggiano PDO,  Kosher Parmigiano Reggiano PDO and BVeggie – a vegetarian soft cheese, semi-matured and totally natural, without lactose (naturally fermented and lactase free) without gluten, carbohydrates and sugars – Azienda Agricola Bertinelli is perfectly in line with the evolution of the market: we are the example of glocal company, because in upholding traditions of a specific geographical area, as well as being able to anticipate trends, we are appealing to more evolved consumers and be competitive on a global scale».

Anuga is also synonymous with innovation: in fact, this year the Cologne Fair will introduce as many as 2,054 new products to trade operators.  This is why Azienda Agricola Bertinelli chose Anuga to communicate its new products to trade operators. This new positioning expresses the concept of “Good Things That Are Good for You” perfectly synthesized in the slogan “il BuonEssere”, i.e. the WellBeing. «We want to transition from a company-centric vision to a more consumer-oriented perspective: Bertinelli Farm’s products are not only of excellent quality but they are also ‘well made’, therefore healthy for those who choose them – says CEO Nicola Bertinelli -. Those who buy Bertinelli cheeses not only enjoy a unique taste experience: but also embrace a life style and choose wellness and health. Because at Bertinelli Farm we have direct control over the entire production cycle: from farming the fodder, feeding the cattle, milking the cows in the barn, processing the milk at the dairy, to maturation and distribution of the cheese. And the resulting benefits are quality, wholesomeness and food safety for the final consumer».

In keeping with this new positioning and getting ready to launch the new company image, Azienda Agricola Bertinelli will bring to Cologne the latest “La Scalata del Gusto”, from its highest quality line:  four wedges of Parmigiano Reggiano PDO of four different maturations. Each with individual characteristics: the 24-month Parmigiano Reggiano PDO is crumbly and grainy, with aromas of hay and melted butter, the 30-month maturation releases notes of nuts and spices. The 36-months Parmigiano Reggiano PDO has depth of flavours, assertive taste and leather hints. And then we get to the ideal “pinnacle” of taste: Parmigiano Reggiano PDO stravecchio, aged 48 months, with perfectly balanced hints of leather and spices. The King of Cheeses is rich in sensory suggestions with intense minerality and it melts in the mouth.

The packaging shows the four cardinal points of Bertinelli quality supply chain: the Farm’s fields, cultivated without using chemical  products, pesticides and herbicides, adhering to the specifications for organic production, with stringent water saving protocols; the cows of Bertinelli Farm are bred in observance of the principles of animal welfare, to ensure milk of superior quality; a dairy that has been in business since 1895, with skills handed down from father to son; and finally the Parmigiano Reggiano cheese that represents a way to live in harmony with the world around us.