Teaching Chefs to Go Whole Hog for Prosciutto di Parma

Consorzio del Prosciutto di Parma, a manufacturer, launched a site to educate US chefs on the qualities of Prosciutto di Parma (PDP).

Overview

Most chefs worth their salt recognize the fire-branded crown that authenticates Prosciutto di Parma (PDP). The delectable Italian ham elevates the dining experience and commands a premium price.

The Consorzio del Prosciutto di Parma engaged Padilla to promote PDP among U.S. foodservice professionals.

Our initial research revealed that PDP is also a splurge for restaurateurs. Yet many chefs don't know how to render full value from the prized pork. They perceive it as wasteful, and a budget hog - a recipe for leaner sales.

Education was the cure. We began by studying chefs' training opportunities and learning preferences, discovering...

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