Agribusiness

For Asiago PDO mission Germany, Austria and Switzerland

The initiative as part of the European project to enhance the Denomination and push consumption outside the home - Testimonial chefs and sommeliers

by Barbara Ganz

22 February 2026

2' min read

Translated by AI

Versione italiana

Key points

The mission
The product
Europe Mission

2' min read

Translated by AI

Versione italiana

The march of the Consorzio Tutela Formaggio Asiago to enhance the Protected Designation of Origin and strengthen its presence in Europe continues.

The Mission

At this stage, the target is the German-speaking markets: a programme of events aimed at catering professionals, Ho.Re.Ca operators and the trade media has been set up for the growth of the product. The initiative is part of the strategy to control the DACH market, which includes Germany, Austria and Switzerland, areas considered to have high potential for the development of Asiago cheese in the out-of-home channel. In this way, the Consorzio Tutela Formaggio Asiago chooses to invest in out-of-home consumption and does so starting from the product's first ambassadors and value multipliers, capable of influencing their customers' choices: chefs, sommeliers, restaurateurs. Training, tasting and networking events are scheduled in Vienna and Berlin.

The first stop is Vienna, on Monday 16 February, with an event reserved for professional operators from Austria and neighbouring Slovakia, while thein Germany, Europe's main export market, the chosen venue is Berlin, on 2 March, at the Italian Embassy. Finally, a seminar reserved for the catering world is scheduled for 9 March in Vienna, at Trattoria Martinelli, one of the best-known Italian establishments, recognised for its scrupulous selection of raw materials and its strong link with Italian gastronomic culture.

The product

The production regions of Asiago DOP are Veneto and Trentino (with production between the provinces of Vicenza, Trento, partially Padua and Treviso. There are 38 producing companies, and six maturing companies, for a chain that provides work for 8,500 employees. The main export destinations are the USA, Switzerland, Germany, France, Canada and Spain.

The European development plan of the Consortium for the Protection of Asiago Cheese will continue in the coming months with training activities, dissemination and participation in events dedicated to Italian cuisine aimed at consumers in major German and Austrian cities, aiming to strengthen the recognition of Asiago DOP.

Mission Europe

Since last June, in a context of general uncertainty, the Consorzio Tutela Formaggio Asiago has relaunched its commitment on foreign markets with 'Mission Europe', aiming to seize the opportunities offered by a market of 450 million consumers. The plan aims to enhance naturalness, traceability and territorial identity through qualified partnerships with the world of wine and gourmet restaurants.

From Stockholm to Berlin, passing through Copenhagen and Baden-Baden, Asiago cheese is at the centre of guided tastings, meetings and opportunities for dialogue with sector professionals. "With this project we are giving impetus and continuity to a promotional pathway that has already testified to the attractiveness of Asiago cheese," says Flavio Innocenzi, director of the Consorzio Tutela Formaggio Asiago. - Creating new opportunities for growth in the European market where there are regulatory and cultural conditions favourable to its development is a road we want to pursue by enhancing the distinctive identity of our cheese and aiming to promote high-profile partnerships and experiences".

Barbara GanzCorrispondente a NordEst
Luogo: Venezia
Argomenti: NordEst, Veneto, Trentino Alto Adige, Friuli Venezia Giulia, internazionalizzazione, imprese, lavoro, giovani, startup
Scheda autore
Trust project