Chefs and Experts Lead the Charge (Image Credits: Pixabay)
DACH region – The PDO Asiago Consortium launched a series of professional events spanning Vienna and Berlin to solidify growth for its namesake cheese in the out-of-home sector across Germany, Austria, and Switzerland.
Chefs and Experts Lead the Charge
Professionals in the culinary world stand at the forefront of this expansion effort. The consortium views chefs, sommeliers, and restaurateurs as essential ambassadors who shape purchasing trends and elevate product visibility. These operators receive hands-on training and insights to integrate Asiago PDO effectively into their menus.
Events blend tastings, seminars, and networking to foster direct connections. Operators gain practical knowledge on the cheese’s versatility, from traditional uses to modern applications. This approach targets the horeca sector, where demand for certified Italian specialties rises steadily. Germany emerges as the primary export hub, with Austria and Switzerland offering complementary opportunities.
Vienna Kicks Off with Wine Synergies
On February 16, the initiative began in Vienna at the Hotel Regina during the Selezione Italia gathering. This event drew Austrian professionals and peers from neighboring Slovakia. Participants explored pairings between Asiago PDO’s varied aging profiles and premier Italian wines.
Tastings highlighted harmonious combinations that enhance both cheese and wine profiles. The setting at Rooseveltplatz 15 provided an ideal venue for immersive sessions. Attendees left equipped to promote these matches in their establishments, marking a strong start to the campaign.
Berlin Hosts Premier Italian Showcase
Germany takes center stage on March 2 at the Italian Embassy in Berlin. The consortium partners with The Italian Show, an event by I Love Italian Food that celebrates premium supply chains. Renowned chefs demonstrate Asiago PDO in tasting shows and a dedicated pizza segment.
The agenda features thematic discussions, guided tastings, and the finale of the Best Upcoming Chef of Italian Cuisine competition. This platform connects the cheese directly with restaurateurs, media, and distributors. Berlin, as the consortium’s top European market, benefits from heightened exposure to contemporary uses.
Storytelling Seminar Caps Vienna Return
Vienna hosts the third stop on March 9 at Trattoria Martinelli, a revered Italian spot known for authentic sourcing. Food journalist Ursula Heinzelmann leads a seminar on Asiago PDO’s heritage. Discussions cover the cheese’s origins, production evolution, and sensory qualities.
Emphasis falls on adapting tradition to today’s cuisine. Participants delve into the Veneto region’s influence and organoleptic traits. This session equips restaurateurs with narratives to engage diners, reinforcing cultural ties.
Looking Ahead to Sustained Momentum
These events form part of a larger European strategy. Additional trainings and consumer events await in key German and Austrian cities. The consortium aims to build lasting partnerships and expand Asiago PDO’s footprint.
Here are the core elements of the rollout:
- Vienna, February 16: Wine pairings at Hotel Regina.
- Berlin, March 2: The Italian Show at the Embassy.
- Vienna, March 9: Heritage seminar at Trattoria Martinelli.
- Ongoing: Trainings and public promotions across DACH.
Key Takeaways
- DACH markets represent a vital export corridor for Asiago PDO growth.
- Horeca professionals drive adoption through targeted education.
- Three events deliver training, tastings, and networking from Vienna to Berlin.
This structured push positions Asiago PDO for enduring success in German-speaking regions, where quality Italian products command premium appeal. What steps should Italian consortia take next in international markets? Share your views in the comments.
