Shows, masterclasses and a study trip: the European project closes the first half of the year with plenty of promotional work all over Europe.
June 2024 – From Spain to Germany and Sweden, then back to Italy and Greece: plenty of events saw the involvement of Heva – Heroes of Europe Volcanic Agriculture, a project funded by the European Union under measure 1144 for the promotion and appreciation of products from volcanic soils.
The campaign saw the involvement of Italy and Greece, and particularly of Italy’s winemaking consortia in the Soave and Lessini Durello areas, of the Greek Union of Santorini Cooperatives – Santo Wines, and of the Appellation for the Protection of Monte Veronese cheese in the Veneto region.
Promotions in the first six months of the year saw Heva featured in masterclasses in Spain, Germany and Sweden, and more: the project participated in a number of Europe’s most important food and wine shows, such as ProWein and the Greek event Oenorama in March, as well as Cibus in May in Parma, which saw plenty of visitors at the stands representing the project.
The response was positive from masterclass participants and instructors, who noted a lot of interest in the protected denominations of origin promoted by Heva.
“Interest in volcanic products was much greater than anticipated,” notes Pedro Ballesteros MW, who conducted a seminar in Valencia in February.
“We noted plenty of curiosity and interest in finding out more about these products of great quality, elegance and complexity, which go so well with Swedish cooking,” concludes Asa Johansson, Heva ambassador in Sweden and speaker at the masterclasses held in the country.
To provide additional, even more in-depth information on the territories and methods of production of wines and cheeses from volcanic soils, a study trip was held with the involvement of sommeliers, wine educators and reporters from the project’s target markets – Sweden, the Netherlands and Germany – accompanied on a week-long voyage of exploration of Heva territories: from Greece to Italy, from the island of Santorini to the mountains of Lessinia and the hills of the Soave, Italy’s only wine-making district to have obtained acknowledgement as one of the Globally Important Agricultural Heritage Systems (GIAHS) recognised by the FAO.
“A unique opportunity to get to know more about different terroirs thousands of kilometres apart that have developed the same propensity for quality, based on similar soil and climatic conditions, geological history, exposure and elevation,” notes the newly elected Chair of the Soave Consortium, Cristian Ridolfi. “Features that are reflected in our products, which, thanks to the unique qualities of the soil and the people’s hard work, represent some of the most historic and most interesting protected denominations of origin in Europe”.
Germany and the Netherlands are the targets of promotions planned for the months to come, in which Heva will participate in seminars and round table discussions as well as Espó Berlin, a prominent trade fair promoting Italian food and wine in the German capital in November.
