The PDO buffalo mozzarella Consortium was the sole Italian agri-food representative in a high-level European Union trade mission to Japan this week, aiming to deepen ties with Asia’s leading destination for Italian “white gold”.
The delegation, led by EU Agriculture Commissioner Christophe Hansen, includes senior figures from across the European food and drink sector. The visit, taking place in Tokyo and Osaka from 8 to 13 June, focuses on expanding market access and tackling logistical barriers for European producers.
At the heart of the agenda is the EU–Japan Economic Partnership Agreement, in force since 2019, which guarantees protection for over 260 European geographical indication (GI) products—among them, Mozzarella di Bufala Campana PDO.
Japan remains a crucial market for Italy’s food industry. According to figures from ISMEA, Italian agri-food exports to Japan reached €1.9 billion, growing 14% year-on-year and accounting for nearly a quarter of Italy’s total exports to the country. GI products represent half of all Italian cheese exports to Japan, with Mozzarella di Bufala Campana PDO seeing growth of 19% in value and 23% in volume in 2024 alone.
Beyond political meetings, the EU’s mission is designed to foster commercial partnerships between European producers and Japanese buyers. A key stop will be the Osaka 2025 Expo site, where the Consortium will participate in a panel on food quality, sustainability, and authenticity—core themes in Japan’s increasingly premium-oriented food market. The session, moderated by Diego Canga Fano of the European Commission’s Directorate-General for Agriculture, takes place on 12 June at Pavilion 2, “Festival Station – Stage”.
“Buffalo mozzarella PDO is not just a cheese: it’s a story you can taste,” said Consortium director Pier Maria Saccani. “It speaks to centuries-old traditions, cultural heritage, and sustainable production. In Japan, where consumers are deeply attentive to both quality and meaning in food, those attributes set us apart.”
Saccani pointed to the wider socio-economic impact of the PDO label, noting its role in creating rural jobs, boosting inland tourism and anchoring a distinct regional identity. Japanese tourists, he added, are showing growing interest in food and wine itineraries in southern Italy.
However, logistical hurdles remain a constraint on growth. The product’s short shelf life poses challenges for long-distance export. “There is strong demand from the restaurant sector in Japan, and room for further expansion,” said Saccani. “But to unlock that potential, we need to overcome the distribution issues. Our goal is to bring this excellence wherever discerning consumers are—and Japan is clearly one of those places.”
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