The Consortium for the Protection of Mozzarella di Bufala Campana PDO has kicked off its European promotional campaign with high-profile events in Vienna and Geneva, signalling a strategic push to boost exports and awareness across key markets. With 2025 on the horizon, the Consortium is doubling down on international expansion, partnering with the Consortium for Ricotta di Bufala Campana PDO to spotlight the unique qualities of these emblematic Italian products. Europe, which currently accounts for the lion’s share of PDO buffalo mozzarella exports, is the primary target.
The campaign blends seminars and industry events organised alongside Italian embassies, consulates, and Italian Trade Agency (ITA) offices, aiming to engage new consumer segments and deepen existing demand through tailored events, advertising, and tastings.
The programme began on 22 May with a seminar at Vienna’s Palazzo Metternich, home to the Italian Embassy, before moving to Geneva on 26 May. The Geneva event took place at the Hotel President Wilson, coordinated with the Italian Consulate General and supported by ITA Bern and the Italian Chamber of Commerce in Geneva.
Beyond product promotion, the campaign also highlights the social and economic contributions of the two PDO cheeses, targeting industry stakeholders, journalists, and consumers alike. Further events are scheduled across Belgium, the Netherlands, France, and Germany through the autumn.
“In an uncertain global environment,” said Domenico Raimondo, president of the Mozzarella di Bufala Campana PDO Consortium, “our focus on Europe is about reinforcing recognition and consumption of these iconic Made-in-Italy products in markets with the greatest growth potential. It’s critical to develop robust strategies to navigate rapid change.”