Three Years of HEVA: A European Triumph

HEVA – Heroes of Europe Volcanic Agriculture concludes successfully after three years of dedicated efforts, with its promoting consortia celebrating the achievements and outcomes of the initiative. This promotional campaign, aimed at elevating the profiles of the Soave, Lessini Durello, Santorini, and Monte Veronese PDOs, officially ends with significant results. Funded by the European Union under Measure 1144, this international project brought together Italian wine consortia Soave and Lessini Durello, Greece's Union of Santorini Cooperatives – Santo Wines, and the Veneto-based Monte Veronese Cheese Consortium to raise awareness about the value of wines and cheeses produced from volcanic regions.

The campaign, rooted in the collaboration between Italy and Greece, lasted three years and sought to not only promote the named PDOs but also educate consumers on the exceptional qualities of these products. Their distinctiveness stems from the volcanic origin of the soils where they are produced, which contribute to their unique characteristics.

Promotional activities included participation in trade fairs, seminars, study tours for industry professionals, and a comprehensive press and digital campaign under the theme "Volcanic Agriculture of Europe." This effort fostered collaborations with leading industry publications in Italy, Germany, and Greece, highlighting the rich heritage and quality of volcanic products.

The project engaged over 1,500 industry professionals through seminars held in Germany, Sweden, the Netherlands, and Spain. European gastronomic fairs hosted events to showcase the PDOs, while more than 100 journalists and sommeliers deepened their understanding through study tours. Feedback from these initiatives was overwhelmingly positive, with a notable increase in recognition and appreciation for these products. Dutch seminar presenter Fred Nijhuis emphasized the remarkable impression left by the variety and quality of the wines and cheeses, underscoring the campaign's success.

The participating consortia also reported tangible results. Giovanni Roncolato, President of the Monte Veronese Cheese Protection Consortium, highlighted the role of events such as Cibus, TuttoFood, and the Salone del Gusto in Turin in introducing their cheese paired with volcanic white wines to a broader audience. Diletta Tonello, President of the Lessini Durello Consortium, praised HEVA for showcasing the richness, complexity, and longevity of volcanic-origin products. Cristian Ridolfi, President of the Soave Consortium, reflected on how HEVA helped emphasize the importance of time, people, and soil in volcanic agriculture.

Markos Kafouros, President of Santo Wines, expressed gratitude for the opportunity to present Greece's volcanic heritage alongside Italy's to European audiences, underscoring the close collaboration with other consortia.

The conclusion of HEVA marks not just the end of a project but the beginning of a renewed appreciation for these unique products. Thanks to the combined efforts of the consortia and the European Union's support, volcanic terroir-based products have become symbols of authenticity, tradition, and excellence, sharing their stories with a wider audience.