Taleggio Dop: desire to restart that focuses on exports
Not only Europe and the United Kingdom but also America and Japan in the Consortium's objectives
The market is launching the first significant signs of recovery, first of all the suspension for four months of the duties imposed on the United States, and encourages projects to strengthen exports. The Taleggio Protection Consortium (CTT) pushes the accelerator and invests in the promotion of the PDO in a foreign land. The EU is targeted, particularly Germany, France, Belgium, the United Kingdom, but also the US and Japan, already conquered markets in which the Consortium expects an increase in the coming months. The export item - which in 2019 was worth 25% of the total production of Taleggio PDO - was in fact constantly growing until the beginning of the Covid-19 pandemic.
Following the cancellation of the sector fairs for 2021, the Consortium sought new ways to support and make its PDO known abroad, together with other consortia in the dairy sector - Asiago, Gorgonzola PDO and Pecorino Sardo cheese - and with the collaboration with I Love Italian Food - an international network that promotes and defends the Italian food and wine culture - has joined the 100per100 Italian project.
Through B2B events, international webinairs, training and educationals, a dialogue opens with buyers, restaurateurs and foreign sector operators that allows the Consortium to tell the Taleggio PDO, its history and its characteristics and to propose it contextualizing it and adapting its uses to habits food and special needs and tastes of the reference market. The first country to which Taleggio is aimed is Japan: a B2B digital event aimed at over 500 Japanese sector operators has just ended. A conference during which the PDO was presented within a panel dedicated to Made in Italy food and wine, the fight against Italian Sounding and the resumption of exports to Japan after the recent health emergency. Speakers at the conference were, among others, Ambassador Umberto Vattani (president of the Italy-Japan Foundation), Davide Fantoni (secretary general of the Italian Chamber of Commerce in Japan), Shigeru Hayashi (first Japanese sommelier in Italy and founder of Solo Italia ) and several internationally renowned journalists, entrepreneurs and chefs active in the eastern country.
The next appointments on the calendar are aimed at the European market in May 2021 and the US market in June 2021. 100per100 Italian will see Taleggio DOP involved in educational and training activities aimed at food service professionals as well as in the creation of video recipes by 16 chef testimonials of the made in Italy to conquer the consumer audience of the target markets.
"The 100per100 Italian project aims to promote, spread and consolidate Taleggio PDO on the European, Japanese and North American markets through the implementation of activities aimed at professional operators, with particular reference to the Horeca sector, opinion leaders, influencers and foreign press”, declares Lorenzo Sangiovanni, president of Ctt. “The foreign market represents one of the main levers to accompany the increase in production in the coming years. The medium-term objective is to give continuity to growth also for the years to come. Unfortunately, the crisis linked to the health emergency has slowed down this process. The export item in 2020 had a decrease of -14% compared to the previous year. The most important EU countries in the export field remain Germany, France and America is the most important country for the extra EU market but let's not underestimate Japan, a new market, extremely interesting and full of potential. In 2020 we shipped 33,000 kg of Taleggio to Japan and we hope for growth by 2021”.
EFA News - European Food Agency