The Consortium for the Protection of Asiago PDO cheese is reinforcing its footprint in German-speaking markets with a structured programme of professional events designed to support product growth and brand awareness across the DACH area, identified as high-potential regions for the development of Asiago cheese in the out-of-home channel.
The initiative forms part of a broader market consolidation strategy focused on Germany, Austria, and Switzerland. These countries represent a strategic export corridor for Asiago PDO, particularly within the horeca sector, where demand for certified Italian quality products continues to expand.
TARGETING KEY BRAND AMBASSADORS
The Consortium is investing in out-of-home consumption by engaging what it defines as the product’s “first ambassadors and true multipliers of value”: chefs, sommeliers, and restaurateurs capable of influencing purchasing and consumption decisions.
Through three dedicated events combining training, tasting sessions, and networking opportunities between Vienna and Berlin, Asiago PDO will be positioned within the professional culinary world. The programme is designed to encourage direct dialogue while equipping operators with practical tools and in-depth product knowledge.
VIENNA: ASIAGO PDO MEETS ICONIC ITALIAN WINES
The first stage focused on pairings between Asiago PDO and some of Italy’s most iconic wine productions. On Monday, 16 February, in Vienna, as part of “Selezione Italia”—a qualified event reserved for Austrian professionals and operators from neighbouring Slovakia—tastings have been hosted at the Hotel Regina (Rooseveltplatz 15). Participants explored the synergies between different ageing profiles of Asiago cheese and a curated selection of Italian wine labels.
BERLIN: CONTEMPORARY CULINARY APPLICATIONS
In Germany, the Consortium’s main European export market, the focus will shift to contemporary culinary applications of Asiago cheese.
On 2 March, at the Italian Embassy in Berlin (Hiroshimastraße 1), the Consortium will serve as the main partner of The Italian Show, the international format developed by I Love Italian Food dedicated to promoting high-quality Italian supply chains.
The programme will include tasting shows featuring internationally renowned chefs, thematic talks, a pizza show, guided tastings, and the final of the competition “The Best Upcoming Chef of Italian Cuisine”. These dynamic and highly qualified settings will provide the platform for Asiago PDO to engage directly with German restaurateurs, chefs, media representatives, and distributors.
VIENNA: PRODUCT CULTURE AND STORYTELLING
The third stage will centre on product culture and storytelling, with a seminar dedicated to the restaurant sector scheduled for 9 March in Vienna at Trattoria Martinelli—one of the city’s most iconic Italian establishments, recognized for its meticulous selection of raw materials and strong connection to Italian gastronomic culture.
The seminar will be led by food journalist Ursula Heinzelmann and will provide in-depth insight into the territory, tradition, growth trajectory, and organoleptic characteristics of Asiago PDO, with a focus on its application in contemporary cuisine.
A BROADER EUROPEAN DEVELOPMENT PLAN
The Consortium’s European development plan will continue in the coming months with further training initiatives, dissemination activities, and participation in consumer-facing events dedicated to Italian cuisine across major German and Austrian cities.