(The Italian family-owned cured meat producer debuted as the Official Italian Charcuterie sponsor of the largest combined ATP Tour Masters 1000 and WTA 1000 tennis event in the world. From left to right, Emanuela Bigi, Marco Veroni and Al Aldeson, Veroni USA Vice president)
Indian Wells, CA
No two charcuterie companies are the same. That was the drift I got when interviewing Emanuela Bigi, Veroni’s Marketing Manager at the Veroni booth during the BNP Paribas Open at the Indian Wells Tennis Garden.
Veroni, the first brand of Italian charcuterie in the US, landed at Tennis Paradise in Indian Wells March 6-19, 2023. After a successful 2022 sponsoring other important US tennis tournaments in Miami, Washington, and Cincinnati, Veroni kicks off their first year as the Official Italian Charcuterie sponsor of the BNP Paribas Open, one of the most recognized professional tennis tournaments in the world, and a perfect way to market their product as they expand into the California market.
Veroni, who came to the US in 2016 and has significantly grown their market share, with a 20% increase in yearly revenue in 2022, imports their delicious (yes I tried it!) charcuterie directly from Italy. The product gets shipped to their state of the art facility in New Jersey. Once delivered Veroni’s Italian authentic cured meats are locally sliced and packaged in compliance with strict food safety requirements From there, the Italian meat is sent out to their partner stores across the United States. In California, some of those partner stores include Trader Joe, Bristol Farms, and Albertsons.
Veroni’s booth at BNP Paribas Open
The Italian company is excited to be part of BNP Paribas to both enjoy the world class tennis and expand the company’s visibility. Marco Veroni, president of Veroni USA said, “The BNP Paribas Open is the first tennis tournament we are sponsoring this year. We aim to carry on the great visibility we had in 2022 thanks to a well-structured sponsorship strategy, choosing the most popular sport and culinary events in the States.”
For Veroni’s first year of sponsorship at the BNP Paribas Open, spectators and players are able to relax and enjoy Veroni’s deli meats between matches. Emanuela Bigi, Veroni’s marketing manager said, “We want US consumers to have the opportunity to taste the difference of our products, and large events like tennis tournaments are the right place to meet and connect with our target.”
An eye-catching display booth provides the exclusive tasting experience of authentic Italian charcuterie while watching the world’s top tennis players. To strengthen its lounge experience, Veroni decorated its walls with pictures of colorful charcuterie boards crafted with the brand’s products. In addition, tennis lovers can sample and buy Veroni products at Grab & Go points in the venue.
(BNP Paribas Open)
One such product line customers can try is the Enjoy Aperitime line, a ready-to-share charcuterie board that combines deli meats with cheese and dried fruits. The five pairing variations of the line include Italian salami (mild and spicy) or Italian Prosciutto, Provolone cheese, breadsticks, and olives. Emanuela Bigi describes the Enjoy AperiTime as a precious “moment of time in Italy after work where people and friends stay together and enjoy cheese and salami.”
(Veroni’s Aperitime line with Imported Italian Prosciutto and Salame paired with Provolone, Olives, and Breadsticks)
More About Veroni
Veroni was established in Italy in 1925 as a family-run cured meat maker. The secret of Veroni’s success lies in the production of authentic, high-quality Italian cold cuts that aim to bring the Italian tradition to the US tables. Veroni’s cured meats are all manufactured in the Emilia-Romagna region, which is known as Italy’s largest food district with a centuries-old tradition in charcuterie production. Marco Veroni, president of Veroni USA. “To truly appreciate our authentic Italian charcuterie, produced with recipes handed down from generation to generation within our family, you need to taste it. This important tournament is an excellent opportunity to introduce our brand to US sports and food fans and elevate the brand’s image.”
For more information on Veroni, click on their website here.