The "Pata Negra Shop" project, carried out in Switzerland, in the Canton of Ticino in Lugano, started from the entrepreneurial idea of creating a sales format connected to the Iberian product "Pata Negra" and its commercial implications, which can clearly explain the "genealogy" of the animal, the breed, the history, the intrinsic characteristics of each product that are produced, the PDO production areas (4 protected and restricted areas in the world*), the production methods, the different ages, the sales dynamics linked to the PATA NEGRA SHOP brand. A brief introduction to the product "Pata Negra", for those who do not already know it is a particular type of ham also called "Jamon Iberico de Bellota": a very fine cut deriving from Iberian breed pigs. The pigs are raised in the wild in wooded areas unsuitable for cultivation but in which oak trees abound which feed the animals with their acorns. We speak of Iberian Jamon only if the pigs are of the Iberian breed for at least 50% of their genetic heritage and when choosing to buy Pata negra it is necessary to pay attention to the details: the PaTa Negra "doc" is characterized by the black nail of the pig, while not all Iberian pigs necessarily have this characteristic. Pigs with black coat and hoof also have another characteristic that differentiates them from "white" pigs and it is the more tapered shape of the front legs and especially the rear. All these characteristics make it a product of excellence and its price can even come close to 300 euros per kilo. Pata Negra ham is produced in different areas of Spain and each production area is characterized by some differences. The Pata Negra produced in the areas around Cordoba and near Sierra Morena has a sweeter taste, less salty and not very fibrous. If you buy a Pata Negra coming from Extemadura beyond you will find it delicate and with a strong scent and aroma reminiscent of acorns but, if you are looking for the best Pata Negra on the square, you will have to choose the one produced in Andalusia, in a small town called Jabugo where animals are all 100% Iberian, bred in the wild and where the processing can last over 5 years. The seasoning and processing of the meat reflects a choice that has nothing to do with intensive production: the legs are covered with rigorously Andalusian salt, then washed and left to dry before being seasoned in the "Bodegas" for a period for a minimum of three years. The first Shops were created in Switzerland in the city of "Lugano", because for the Swiss Confederation it represents the city of taste and innovation in all of Switzerland, representing the Swiss territory at an international level. For the Iberian Shops, the Pata Negra Shop brand was used, registered throughout Switzerland to avoid copyright problems. For better management of the brand, the name and the identification logo of the first Shops was created with the name of the company and the brand: PATA NEGRA SHOP LUGANO, (cifr. Table 1) which expresses the identification of the city where the shops the city of Lugano, (while for the other Swiss cities of Geneva: Pata Negra Shop Genève, for the city of Lucerne: Pata Negra Shop Luzern.
We have analyzed the reports of the Foundation for the Promotion of Taste in Switzerland, which every year chooses a "city" among the many candidates and the "chosen" one becomes the City of Taste, this event is held throughout the Confederation in the month of September, and has the objective of enhancing the culinary heritage of the Swiss territory, the culinary and historical heritage of the city, sensitizing consumers, paying attention to the new generations and families, on the quality of the food, respecting seasonality, the diversity of tastes and of food cultures, preserving tradition and promoting culinary innovation. In 2018 Lugano became the capital of Swiss food and wine and ambassador of taste in the world, and this achievement allowed the city of Lugano in September to represent the entire Swiss territory through this world fair, becoming a Village of Taste where, in addition to tastings of many local specialties, meetings, workshops and much more are held to promote the pleasure of eating, quality products and conviviality, also following the ethics of the "fil rouge" in the kitchen and with gastronomic forays into the rest of the world. It is the intention of the restaurant to implant the Ticino food and wine culture by implanting the Iberian culture and the Pata Negra brand, actively participating in these initiatives. Taste is knowledge of flavours, extended to the rituals of the table, it is also a term loaded with intellectual values which are not exclusively edible, but extend the gastronomic discipline to an artistic and intellectual heritage. Even in the summer months, the city of Lugano always hosts the Summer Jamboree on the Lake, the Lugano Jazz Festival, the "Stralugano" Marathon, important events such as the "Swiss Harley days", Art Exhibitions, with presentations at a European level and world level, level with more than 100.000 registrations, important Concerts, Events and Parties. In this context, food involves the local economy, production, history and tourism. Even for Lugano, taste is not limited to food, but is linked to all that is beautiful and important in the area. The city of Lugano is located in a place particularly rich in heritage, landscape and cultural values. Through the food and wine journey, PNSL wants to share this heritage of food and wine values and identities, as a starting point to demonstrate that history can be shared, as well as international values and trends related to food and wine and art. , music and nature with food..., but it is linked to everything that is beautiful and important in the area. The city of Lugano is located in a place particularly rich in great heritage, landscape and cultural value. Through the food and wine journey, PNSL wants to share this heritage of food and wine values and identities, as a starting point to demonstrate that they can be shared in addition to international values and trends related to art, history, music and nature with food, but it is related to everything that is beautiful and important in the area. The city of Lugano is located in a place particularly rich in great heritage, landscape and cultural value. Through the food and wine journey, PNSL wants to share this heritage of food and wine values and identities, as a starting point to demonstrate that they can be shared in addition to international values and trends related to art, history, music and nature with food. .. Food thus becomes a place for meeting, dialogue, exchange and development, determining its cultural and economic importance. Thus, different paths of taste will develop with food at the center of all human expression in various sectors. PNSL thus tells emotions, transmitting a set of skills, practical knowledge, between tradition and innovation. The Pata Negra Shop project aims to be part of the social and local fabric to better manage activities in the food and wine sector throughout Switzerland. This trend has led people to prefer buying wine or other drinks to take away instead of consuming in fixed places. The owners of Restaurants, Wine bars love to combine this trend by creating an environment conducive to socializing rather than a simple place for the consumption of drinks; even the Pata Negra Stores are aligning themselves with this idea with some local variations and "habits" of the various locations.