On 1 July 2020 a joint social campaign of the Tuscan Ham Consortium and the EAVF will be launched, linking the historic pathway to the flavours of renowned Tuscan Ham of protected designations of origin PDO.

The Tuscan Ham Consortium participated in the VII annual Forum on the Via Francigena on 31 January – 1 February 2020 at the monumental complex of Abbadia Isola (Monteriggioni-SI). The event was marked with the presentation of the map dedicated to the promotion of Tuscan Ham PDO along the Tuscan Via Francigena. The official map, created in collaboration with the European Association of the Via Francigena ways (EAVF), involves all the associated producers and protagonists of the territory. According to the Director of the Consortium Emore Magni the map “will serve tourists to orientate on the route and at the same time to take an opportunity to taste a slice of Tuscan Ham PDO, with a delicate flavour and unmistakable aromas of Tuscan vegetation, rich in lentisks, myrtle and junipers “.

The Consortium has been supporting the EAVF for some years, becoming an ambassador of Tuscan gastronomy. The current collaboration shapes into the promotional campaign on social networks where emotions generated by slow walking along the historic path are linked to the scent and flavour of an extraordinary product. The Tuscan rest-stops along the Via Francigena are situated within the production area of the Tuscan Ham PDO, offering ham in a combination with local cuisine and gastronomic traditions, carefully taking into account the art and culture of food.

Starting from 1 July 2020, social media articles about the Via Francigena together with the Tuscan Ham PDO will be launched on social networks of the Consortium and the EAVF with hashtags #prosciuttotoscanoDOP and #ViaFrancigenaFood.