The Asiago PDO Cheese Consortium is advancing its international expansion strategy, targeting key Asian markets with a long-term promotional campaign. From 2025, Asiago PDO will be at the heart of a new three-year initiative, co-funded by the European Union, aimed at boosting awareness and consumption in South Korea, Taiwan, and Vietnam.
The initiative aligns with broader EU efforts to promote high-quality European food products and raise the profile of protected designations of origin.
“Turning to Asia,” says Flavio Innocenzi, the Consortium’s director, “opens up vast opportunities with a consumer base increasingly interested in cheese. The demand for authenticity and wholesome, flavorful foods is driving our expansion into these new markets. This is a chance to show how Asiago PDO can appeal to consumers with diverse cultural backgrounds.”
The program will run until 2028 and include a broad range of promotional activities, from trade shows and public relations to digital marketing. A series of initiatives will also introduce Asiago PDO to major Horeca and retail players, highlighting the synergies between Italian and French culinary excellence and their shared European heritage.