Promotional campaign to bring out the best
It is now official that Heva - "Heroes of Europe: Volcanic Agriculture", a promotional campaign aimed at enhancing the value of the PDOs Soave, Lessini Durello, Santorini and Monte Veronese, has begun again. Funded by the European Union under Measure 1144, this international project sees the collaboration of the Italian wine consortia of Soave, Lessini Durello, the Greek Union of Santorini Cooperatives - Santo Wines and the Veneto consortium of cheese Monte Veronese.
With a budget of approximately 3 million Euro, the programme, which is based on cooperation between Italy and Greece, will run for three years and has as its objective not only the promotion of the above-mentioned PDOs but also the dissemination of greater consumer knowledge and awareness of the quality and extraordinary characteristics of a viticulture and cheese production that bases its difference on the volcanic origin of the soils
The promotional activities envisaged by the campaign are numerous: trade fairs, conferences, events and seminars aimed at professionals and operators in the sector and, last but not least, the launch of a press and digital campaign structured around the theme "Volcanic Agriculture of Europe".
It is precisely the nature of the entire project, closely linked to the organisation of events and participation in fairs planned not only in Italy and Greece but also in Germany, the Netherlands, Spain and Sweden, that brought it to a halt, after its official launch in April 2020, due to the restrictions imposed by the Covid-19 pandemic.
The project was stopped by the European Commission in April 2020Heva, however, is eager to get going again: on the strength of the high quality of their raw materials and the experience gained in recent years, the Protection Consortia are once again ready to team up and bring to the attention of consumers the distinctive aspects of these products bearing the European Union's protection marks.
The first events to officially sanction the resumption of promotional campaign activities are Cibus 2022, the 21st international food fair to be held in Parma from 3 to 6 May, and ProWein, the international wine and spirits fair in Düsseldorf that will open to the public on 15 May, until Tuesday 17.
"The environment of the volcano, the fertility of the soil and our pastures, the generosity of the elements present in the soils, and man's ability to cultivate, respecting and innovating, are today an integral part of a landscape and cultural heritage of great enogastronomic value, to be protected and promoted Cibus is undoubtedly a fine opportunity that we have seized and that will allow us to contribute further to making this Lessinia cheese known, in the unique combination with volcanic white wines".
