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In March “Salumerie Aperte” for ASS.I.CA. and Trust Your Taste

Cold cuts and pork are the protagonists of an information campaign in 66 shops throughout Italy. An exclusive digital anti-waste recipe book as a free gift for the more than 40,000 expected consumers

06, Mar 2023

66 delicatessen shops throughout Italy will open their doors to welcome thousands of consumers in March, offering information, advice and an exclusive recipe book on cured meats and pork. The initiative is part of the “Trust Your Taste, Choose European Quality” project promoted by ASS.I.CA. (Associazione Industriali delle Carni e dei Salumi adhering to Confindustria) with the aim of enhancing the excellent food products of the pork supply chain and recounting the enormous progress made on the issues of sustainability and nutritional values. The participating delicatessens are easily recognisable from the point of sale and a complete list of the shops involved in each city can be found at

In its first edition in 2022, the initiative made it possible to meet more than 30,000 consumers: 40,000 are expected for this edition, having registered the adhesion of a greater number of points of sale, also in cities and neighbourhoods with high affluence. The experience is also enriched by a useful free gift: the anti-waste recipe book. The idea is to offer simple and tasty, but above all sustainable proposals to enhance lesser-known cuts of pork or give new life to dishes cooked the day before, thanks to the butcher's advice and the chefs’ suggestions. So the Sunday roast is transformed into delicious meatballs and cotechino becomes a filling for cabbage rolls. Created exclusively for the project, the digital recipe book is available to all participants in the initiative who will be able to download it after answering a questionnaire, accessible via the QR-Code inserted on all communication materials in the points of sale.

In Italy there are now about 15,000 butcher shops distributed throughout the country, shops of trust, which today take on a new role in promoting conscious consumption. The butcher and the charcuterie dealer are central figures in enhancing the value of the product. In fact, they combine knowledge and craftsmanship with continuous professional updating to meet the new needs and tastes of consumers, who are increasingly sensitive to sustainability, food safety and animal welfare.

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