“PROSCIUTTO PROMOTES EROS AND HAPPINESS” ACCORDING TO SOCIOLOGIST ENRICO FINZI

“This is a period in which Italians are enjoying very little and, therefore, are trying to be happy with small pleasures. There is a return to traditions considered good and reassuring. Prosciutto, whose origins are rooted in a most ancient past, is a modern product that is capable of promoting eros and happiness”. This was the pronouncement of sociologist Enrico Finzi during the encounter, “Dialogue on Prosciutto”, organized by the Prosciutto San Daniele Consortium.
“Though it is ancient, prosciutto allows women to not have to return to the past” – explained Finzi – “it is an easily consumable, modern, safe, no risk food, accompanied also by the curious conviction that it is useful during courtship”. The reason for this? “It is a convivial product”.
Finzi did not reveal the secret behind the prosciutto that has been defined as capable of “incarnating a certain Mediterranean sensuality”, but limited himself to emphasizing that it is a product of an ancient flavor and one of the best known abroad, a product that is unique organoleptically, technically sweet and salty. And, at a time when people are returning to ancient traditions for reassurance prosciutto, in particular that best known from San Daniele, has become a good investment for happiness.

Focus – The Numbers for San Daniele
”The economic crisis is not influencing the consumption of San Daniele” – sustains the director of the Prosciutto San Daniele Consortium, Mario Cichetti – “even though, in the future, we foresee a contraction. Our goal remains that of defending quality and giving value to the product. We will continue to be rigid in regards to production rules and more aggressive for exports to help ‘Made in Italy’ arrive on tables in foreign countries”.

The Prosciutto San Daniele Consortium includes 30 producers who have earned 300 million euros so far in 2008 (up 3% from 2007), there are 4,900 Italian farms, and 142 butchers. The Consortium, continued Cichetti, “aims at getting people to understand that putting the quality of the food first means safeguarding health. And there are no added costs. To the contrary, it is a good investment in health and happiness”.