The Asiago PDO Consortium is intensifying its international outreach through its new programme: “Mission Europe.” Building on its established domestic efforts, the initiative seeks to solidify Asiago cheese’s presence across a European market of 450 million consumers by leveraging its natural provenance, traceability, and strong regional identity. Strategic partnerships with premium Italian wine producers and the gourmet dining sector form a core pillar of this approach.
Asiago already featured prominently at curated tastings, industry forums, and media events in key cities including Stockholm, Copenhagen, and Baden-Baden, and will soon continue in Berlin. These engagements aim to underline the Italian cheese’s pairing versatility and its embodiment of conviviality and Italian lifestyle values.
“Mission Europe marks a deliberate push to sustain and accelerate the momentum Asiago has built,” said Flavio Innocenzi, Director of the Consortium. “We are targeting growth in a European market that offers favourable regulatory and cultural conditions by promoting the distinctive identity of our cheese through high-profile partnerships and exclusive experiences.”
In the quality-conscious Nordic markets, Asiago has taken centre stage as the Official Cheese at the Tre Bicchieri World Tour stops in Stockholm and Copenhagen. Meanwhile, Germany—the Consortium’s largest export market—hosted Asiago at the Wein & Gourmet Festival in Baden-Baden this June, where the cheese was presented through a sensory journey across its aging spectrum.
Looking ahead, the Consortium will continue its promotional campaign at Anuga 2025 in Cologne this October and Cheese Berlin in November. At Anuga, the Consortium will participate within the collective Afidop (Association of Italian PDO and PGI Cheeses) pavilion, showcasing Asiago’s unique qualities through live cooking demonstrations, B2B meetings, and special events. Cheese Berlin, a premier event blending cheese culture with culinary excellence, will offer guided tastings and educational sessions designed to deepen appreciation of Asiago PDO’s heritage and terroir among consumers and industry professionals alike.
L’articolo Asiago PDO Consortium Kicks Off ‘Mission Europe’ Initiative proviene da Italianfood.net.