Thanks to the new agreement between the EU and New Zealand, the Asiago PDO denomination will soon get full protection in the southern country. It will thus be considered illegal to sell imitations, with a ban on the use of the term “for non-genuine products,” or expressions such as ‘kind,’ ‘type,’ ‘style,’ ‘imitation,’ in addition to considering the use of symbols, flags, or images suggesting a false geographical origin as “misleading” use. With the lowering of duties and the Consortium’s promotion, a new market will open up, boosting interchange and helping to increase the European Union’s exports to New Zealand, currently at 5.5 billion euros per year in value.
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The Consortium for the protection of Asiago PDO cheese has long been engaged in wide-ranging protection and promotion in Australasia, through promotional activities, legal protection, and guardianship of general interests. The signing of the new free trade agreement, which concludes a four-year negotiations between the EU and New Zealand, confirms and reinforces the importance of the commercial initiatives promoted by Europe.
“Zero tolerance, continuity, and systemic vision have always been the hallmark of our action abroad,” Flavio Innocenzi, Director, Consortium for the protection of Asiago PDO, says. “Thanks to this agreement, a true political success of the European Union, today we can celebrate an achievement to which we have contributed with commitment and, at the same time, count on a new market opportunity for our specialty,” Innocenzi says.