VERSANTI DI GUSTO IL PIAVE DOP TELLS ITS MOUNTAINS

The evocative photographic story in 12 author's shots with which the name is presented to the general international public was previewed in Mantua.

The most authentic soul of the Belluno Dolomites is reflected in a unique product, the Piave DOP, which today celebrates its land and its protagonists with the reportage "Versanti di gusto", previewed at the Mantua Literature Festival.

Interpreter of the new communication campaign, born as part of the innovative Nice to Eat EU promotion project, is Paolo Castiglioni, one of the most accredited food photographers in Italy and profound observer of Piave DOP . His story is the result of a course of study and personal interpretation, where the territory and the product interact seamlessly, playing on the reciprocal overlapping of meanings and values. The Dolomites, with their succession of stratified rocks, the extended plateaus, the rivers, the woods that surround meadows and pastures; mountains with a majestic and magnetic appearance, the result of incessant mutations, a geological process that lasted millions of years, necessary to obtain the magic that we find today before our eyes. And the Piave PDO, intrinsically linked to its territory, of which it reflects the uniqueness and complexity. In its aromas, the elements that distinguish these mountains and their history are found and blend, in an ancient product, the result of the historical and artisan knowledge of local cheesemakers, in continuous evolution, up to the contemporary taste that millions of consumers appreciate and that earned the most prestigious international awards.

"We are very satisfied with this reportage that tells our product and our territory in a sincere, intimate and innovative way - comments Chiara Brandalise, Director of the Protection Consortium -. We chose Paolo for his ability to highlight the different elements that characterize our cheese and transmit its authenticity and quality. The Nice to Eat -EU project was born with the ambitious goal of promoting cultural change, a communication operation to change the way in which DOP products are told and are perceived ".

Aims shared by Patrizio Roversi , professional traveler, journalist, writer and host who has dedicated a large part of his profession to ethnographic and cultural anthropology elements linked to food and places. " It has always been known that there is a Piave that" murmurs ". But there is also another Piave, which instead speaks, and speaks clearly. It speaks of flavor, of relations with a territory, of history. It says" pane al bread and wine in wine "(moreover, he goes very well with both bread and wine): he also talks about economy, resources, the future, job opportunities and cultural values. He even talks about literature, inside a Festival of books. If you want to hear him talk, come to Mantua! " . At the Literature Festival the Nice to Eat-EU project is in fact the protagonist of two other moments: a permanent space in Piazza Sordello , open to the public, where it is possible to taste the product and learn more about it while Sunday 13 September will sponsor the "Rocco and his burdens "with Antonio Manzini and Lella Costa , a meeting with the author centered on the vicissitudes of the deputy commissioner most loved by Italian crime fiction enthusiasts, Rocco Schiavone.

Alberto Marcomini , one of the leading Italian experts in dairy products, known as the 'guru' of cheese, also spoke at this morning's presentation: he knows the secrets, the shapes, the production methods, the moment for the right break curd and cutting systems, so much so that he is considered a true master of dairy art. "Superb mountains, people deeply attached to their land, ancient crops of corn, potatoes, beans, uncontaminated pastures, and at the center of this undisputed universe the King of Belluno cheeses, the Piave DOP. A rare example of peasant tradition and modern innovation. One beautiful Italian story! "

Nice to Eat-EU, promoted by the Consortium for the Protection of Piave PDO Cheese and co-financed by the European Union, intends to make the value of the PDO brand known to the general public, of which the Piave is an exceptional testimonial. To do this, the project has decided to focus on changing and versatile languages, based on the targets they are aimed at: storytelling and photo shooting for the advanced consumer, looking for quality but overwhelmed with messages, who wants to be amazed. Last year, the photographic campaign dedicated to telling the most glamorous and sartorial side of this product, gained the limelight of Vogue for Milan, the key event of the fashion capital. But Nice to Eat EU also gave birth to a superhero, Captain Piave, to talk to children. With a video and a video game (fakehunters.nicetoeat.eu) that have already totaled tens of thousands of views, the PDO defender is also the protagonist in 2020 of a competition for primary school pupils (registration is open, all info on the website www.nicetoeat.eu). And more videos (with a dedicated YouTube channel), an Augmented Reality webapp , presence at important international events, a structured collaboration with food bloggers and lots of digital , to be incisive with multi-channel communication and take the message really everywhere.

The three-year campaign is co-financed by the European Union in the context of programs n. 1144/2014, aimed at information and promotion actions for EU agricultural products carried out in the internal market and in third countries. The purpose of the information and promotional project, which sees the Piave DOP cheese as the protagonist, is to strengthen awareness and recognition in Italy, Germany and Austria, and consequently increase the competitiveness and consumption, of the European productions and quality brands of which the Belluno cheese becomes a vehicle, in terms of food safety, traceability, tradition, authenticity, nutritional and health aspects.

On the calendar, starting from the launch in May 2018 and for an entire three-year period, a rich program of initiatives aimed at adults and children. Each of the three years is characterized by a strategic and specific "mood": "Glamor & Excellence" (2019-2020), "Nature & Territory" (2020-2021) and "Quality & Taste" (2021-2022).