Italian producers of Asiago, Parmigiano Reggiano and Gorgonzola cheese have formed an alliance to conquer Central and Eastern European markets.
The Consortium for the Safeguard of PDO (Protected Denomination of Origin) is gearing up for a new promotional initiative in Poland, Hungary, the Czech Republic and Austria in the framework of the Cheese-It’s Europe project.
The €3-million investment is co-financed by the EU and includes the Consortium Gorgonzola and the Consortium Parmigiano Reggiano.
According to Italian daily Il Sole 24 Ore, the joint initiative will kick off in September and last through 2018. The goal is to promote the excellence and uniqueness of these three Italian cheeses, as well as their consumption in the four markets.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
