GARDA DOC CONSORTIUM | EUROPEAN PDO EXCELLENCE TOGETHER IN 2025 TO SHOW QUALITY, TERRITORY, AND KNOW-HOW

Over the course of 2025, the Euchronicles project – DOP Excellence: an all-European savoir-faire saw four protection consortia join forces in a shared promotion and communication effort, with the aim of strengthening awareness and value of European Geographical Indications among the public, trade, and international operators.

The initiative's highlights included Garda DOC wines, Salame di Varzi DOP, Prosciutto Crudo di Cuneo DOP, and Montasio DOP cheese: products with diverse histories and geographical origins, yet united by certified quality, a connection to their origins, and the centrality of the human factor—pillars of the European agri-food model.

The project encompassed a broad program of activities in Italy and abroad, combining visibility, training, and direct contact with consumers. Highlights included participation in Vinitaly, a privileged opportunity to showcase the value of PDOs through a systemic and collaborative approach, followed by participation in the international Rolling Pin trade fairs in Graz (Austria) and Düsseldorf (Germany), key players in the world of high-quality restaurants and hospitality.

Alongside its trade fair activities, Euchronicles dedicated significant space to direct experience in the regions of origin through two study trips to Lake Garda and Varzi. These opportunities were designed for journalists and industry professionals, who were able to delve deeper into production processes, meet producers, and understand the connection between product, landscape, and local communities.

A central role in the communications strategy was played by the television campaign "In Cucina con Sonia, " now in its seventh year, which brought PDO excellence into an accessible, everyday narrative. Original recipes and carefully crafted pairings highlighted the products as authentic expressions of European know-how, bringing the wider public closer to the values of Geographical Indications.

In parallel, the project included promotional activities in large-scale retail outlets, culminating in a major initiative in partnership with the Finiper/Iper Group. From October 24th to November 2nd, 40 tasting days were organized at 20 stores, offering consumers the opportunity to learn more about the characteristics of the PDO products involved and their potential pairings.

Taken together, the activities developed within Euchronicles have strengthened a collective narrative of PDO excellence, capable of affirming a shared message: European quality arises from respect for origins, the transmission of knowledge, and a sustainable and recognizable production model.

The project will continue in early 2026 with new targeted actions, confirming the collaboration between the Consortia as a strategic lever for enhancing Europe's agri-food heritage and bringing it ever closer to consumers.