After three years of intense work, the participating consortia celebrate the results achieved and the success of the promotional activities
November 2024 – Heva – Heroes of Europe Volcanic Agriculture is coming to an end: three years after the post-Covid recovery, the campaign aimed at promoting the Soave, Lessini Durello, Santorini and Monte Veronese PDOs is officially closing. Funded by the European Union, under Regulation 1144, this international project saw the collaboration of the Soave and Lessini Durello Italian wine Consortia, the Greek Union of Santorini Cooperatives – Santo Wines and the Veneto Monte Veronese Cheese consortium, with the aim of increasing awareness among European consumers of the value of viticulture and cheese production of volcanic origin.
The project, which was based on collaboration between Italy and Greece, lasted three years and had as its objective not only the promotion of the above-mentioned PDOs but also the dissemination of greater knowledge regarding the quality and extraordinary characteristics of these products which base their difference on the volcanic origin of the soil.
The promotional activities planned by the campaign were numerous: participation in trade fairs, organization of seminars and study trips aimed at those involved or working in the sector and, last but not least, the launch of a press and digital campaign structured around the theme “Volcanic Agriculture of Europe” which gave rise to collaborations with major trade publications in Italy, Germany and Greece.
The project closes with a more than positive balance, with more than 1,500 workers in the sector involved in the seminars held in Germany, Sweden, The Netherlands and Spain, participation in European food and wine fairs and more than 100 journalists and sommeliers who had the opportunity to broaden their knowledge of these PDOs through study trips in the area.
The impact was tangible: as witnessed by opinion leaders involved in conducting the international seminars, there was a significant increase in knowledge and appreciation of these products. «Feedback was very positive and participants were able to learn about the lesser-known Lessini Durello and Santorini appellation.. For many it was their first opportunity to taste these wines, which impressed them with their excellent quality. The Soave wines also amazed with their variety and quality, surprising professionals who had a more limited vision of the region» – underlines Fred Nijhuis, speaker of the Dutch seminars during the entire three-year period.
Positive feedback also from the participating Consortia, which are already seeing the first concrete results of the initiative.
«The volcanic soil, the fertility of the pastures and man’s dedication to cultivation are the heart of our food and wine tradition, a heritage to be protected and promoted» – says Giovanni Roncolato President of the Consorzio Tutela Formaggio Monte Veronese – “Events such as Cibus, TuttoFood and the Salone del Gusto in Turin, together with seminars abroad, have offered a unique opportunity to promote our cheese paired with volcanic white wines“.
«Products of volcanic origin share richness, complexity and longevity, characteristics that Heva has been able to highlight in Europe» – comments Diletta Tonello, President of the Lessini Durello Consortium.
«Thanks to Heva, we have also been able to increase consumer awareness of the importance of time, people and soil as key elements in volcanic agricultural production, a unique heritage of farming techniques and skills that have been handed down through the ages» – concludes Cristian Ridolfi, President of the Soave Consortium.
The conclusion of Heva does not only mark the end of a project, but the beginning of a new awareness: thanks to the collaborative work of the Consortia and the support of the European Union, these products originating in volcanic terroirs have become ambassadors of a unique tradition, founded on the elements of time, soil and people, which will continue to tell stories of authenticity and wealth.
