Collectivecampaign for the PGI Jambon de Bayonne in the United States of America in 2020, 2021 and 2022

Years after the launch of the PGI Jambon de Bayonne on the US market, the main objective of the proposed action is to support and consolidate the efforts of producers and their importers (improve sales) to export this cured ham on this high potential market and thus strengthen the market share of European products in the US. The second objective is to carry on increasing awareness of the availability of PGI Jambon de Bayonne in the USA, promote the new ‘grab and go’ format with the arrival of the pre-sliced package and continue to develop the positive reputation of the product amongst American Trade professionals and foodies, showcasing it as an example of a PGI guaranty of quality.More specifically, the objective for both professionals and foodies is to understand the differentiating elements of this developping European offer in terms of taste, PGI characteristics and European quality.These objectives are compatible with the priorities fixed in article 2 and 3 of the n° 1144/2014 regulation. The main activities foreseen by this three year action include : trade and distributor events, in-store tastings, trip to the region of origin for buyers and journalists, induction ceremony, social media and press advertising.The gigantic size of the US territory naturally requires a focused geographical approach with two principal aims :-  New York, Illinois and California (with cities like Chicago, San Francisco)-  Florida, Texas and the Midwest (with cities like Milwaukee, Nashville, and Minneapolis)The expected results are to raise exports up to 30 000 Bayonne hams per year in 2022, for a value of nearly 10 000 000 euros on the US market and to increase awareness of this European product from 40% to 80% of our targeted trade aim.