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PRESS RELEASE ASIAGO PDO -­‐ TWO SPECIAL TYPES FOR THE GERMAN MARKET The Consortium for the Protection of Asiago Cheese supports the German market with a separate promotion programme for this Italian cheese specialty with Protected Designation of Origin (PDO). Attention is focused on the range of “Fresh” and “Aged” ASIAGO cheeses: an original key visual personalizes “young and mature” ASIAGO, highlighting its Italian origin and guaranteeing a surprise effect in retail outlets. The promising results of the first initiatives in Germany have encouraged the Consortium to tackle the 2014/2015 season with increased enthusiasm. Forecast of a long-­‐term commitment A year ago, the Consortium for the Protection of Asiago Cheese and its members focused on the German market. The result is that today Germany is the second largest export market for Asiago cheese, surpassed only by the USA. In 2013 producers delivered 318 tons of Asiago cheese to Germany, tripling the volumes of the previous year. The concept is a high quality cheese with protected designation of origin, produced in the provinces of Vicenza, Trento, Padua and Treviso. Two variants (delicate and creamy and flavoursome and piquant) for all palates, high impact marketing and, last but not least in order of importance, total dedication to the German market. According to the Director of the Consortium, Flavio Innocenzi, it is clear that the strong commitment to distribution in German is to be considered long term: “The German market is PRESSEKONTAKT DEUTSCHLAND Barbara Wagner Tel.: 0211-­‐49808-­‐27 [email protected] www.asiagocheese.com very important to us, as for some time now Germans have been showing their appreciation for Made in Italy and are aware of the high quality that this origin guarantees. For us, German represents an important export market that has shown huge growth in recent years and in which we intend to invest substantially also in the coming years.” A promotional message for 2 special types The visual presentation of the Fresh and Aged variants of the Italian specialty cheese has made a lasting image on retailers and consumers, producing a surprise effect and inducing people to buy in retail outlets. A trade marketing and communications strategy has rapidly led to almost 400 tasting stations being created and highlighted at retailers such as Edeka Süd-­‐West, Globus, WEZ and Metro, as well as wholesalers such as Hamburger Käselager. The 2014/2015 programme will include up to 700 tasting booths set up in retail outlets and the production of promotional material for persuasive product presentation: counter displays, tasting kits and information leaflets for consumers and sales staff, as well as the participation, in collaboration with suppliers, in national trade shows. Consortium for the Protection of Asiago Cheese The Consortium for the Protection of Asiago Cheese has had its headquarters in Vicenza since 1979. The association currently has 41 producers and 5 maturers among its members. The consortium monitors compliance with the current regulations on the subject of cheese production and promotes marketing on a global scale. Protected Designation of Origin Asiago comes exclusively from the four provinces of Vicenza, Trento, Padua and Treviso. Protected Designation of Origin Asiago This is made with 100% cow’s milk and marketed in the “Fresh” or “Aged” variants. Fresh Asiago is soft to the cut and has a sweet and creamy flavour, while Aged Asiago is characterized by a flavoursome and decisive taste. It comes in the mezzano (medium mature), vecchio (mature) or stravecchio (extra mature) varieties, depending on ageing. Images 1) Fresh and Aged Asiago PDO. May be reproduce for editorial purposes free of charge, provided that the origin of the images © Consortium for the Protection of Asiago Cheese is cited. 2) The original Key Visual is favourably received by retailers and consumers May be reproduce for editorial purposes free of charge, provided that the origin of the images © Consortium for the Protection of Asiago Cheese is cited.