The “Born to Be Authentic – Provolone Valpadana, a PDO cheese from Europe” campaign promoted by the Consortium for the Protection of Provolone Valpadana, is coming to the end of three years full of initiatives that have enabled it to reach over 11 million contacts in Australia: almost one million readers through magazine advertising, over 10 million views of the online campaign and more than 250,000 Australians among cooking students, chefs, restaurateurs and foodies. Therefore, from 2021 to the present day, Australia has been the playing field chosen by the Consorzio Tutela Provolone Valpadana, on which to initiate the communication campaign co-financed by the European Union, aimed at promoting the added value of the famous cheese, a true European excellence with a PDO mark, reinforcing its recognition and consumption in Australia, today one of the main importing countries of Provolone Valpadana PDO.

Over the three years, the project developed many online and field activities, crisscrossing Australia, reaching consumers and insiders mainly in the cities of Sydney, Melbourne, Brisbane and in the third year in Canberra. The partnership with celebrity chef Luca Ciano, who accompanied consumers, students and Horeca operators on a discovery of Provolone Valpadana PDO, was strategic. He has been the protagonist, together with the quality brand cheese, of showcooking at two editions of Fine Food Australia, of masterclasses at the prestigious William Angliss Institute in Sydney and Melbourne where as many as 300 cooking students have been trained.

Not just that, but the TV star also led workshops for chefs and restaurateurs, was the judge at a cooking contest with Provolone Valpadana PDO at the Canberra Institute of Technology, as well as being the face and author of video recipes in which he conveyed all the eclecticism of the famous cheese. In addition, the gastronomic itinerary traced by the Restaurant Weeks has made it possible, in two years, to interpret the two souls of Provolone Valpadana PDO, the ‘strong’ and the ‘mild’, in almost 300 recipes created by chefs from restaurants all over Australia, offering gourmands and cheese lovers the opportunity to explore its sensory notes and the lively character of its dough.

“Given the favourable feedback we have received in these 36 months of activity, we are preparing to continue a similar promotion and information path that will present us with many challenges over the next three years and, we hope, just as much satisfaction. – says Giovanni Guarneri, President of the Consorzio di Tutela – The campaign “Born to Be Authentic – Provolone Valpadana, a PDO cheese from Europe” was created to strengthen the awareness and level of recognition of the quality schemes in the European Union, but also to increase competitiveness and consumption, as well as the volume and value of exports of Provolone Valpadana PDO. Today, the export figures on the Australian market, with + 7.8 %, show us that the work done has contributed to raising awareness in a country that pays increasing attention to values such as quality and authenticity of food products and offers important market opportunities for European producers. Hence our decision to renew this path, with the aim of further improving our market presence”.

Tempting the tastebuds of your partner is a good rule to keep a relationship alive and well. It is even more so when Valentine’s Day is just around the corner.

On the day when love is celebrated, the project “Born to Be Authentic – Provolone Valpadana, a PDO cheese from Europe” recommends some gourmet proposals for those who want to try their hand at cooking and give their sweetheart a dinner made with their own hands.

 

If it is true that there is no Valentine’s Day without a hint of spiciness, even the menu calls for ingredients with bold flavours, capable of setting fire to the evening.

Among these, the strong Provolone Valpadana PDO can give dishes an unmistakable liveliness of character thanks to its lengthy ageing of 12 months needed to achieve the high degree of flavour and aroma that characterize the cheese.

 

For those in search of a refined first course with balanced flavours, an excellent solution is the recipe for Calamarata with swordfish and strong Provolone Valpadana PDO. The first rule is to prepare, with that pinch of dedication and passion, the sauce with diced swordfish, halved yellow tomatoes, sliced olives, and roughly chopped capers. The secret, then, is a generous grating of strong Provolone Valpadana PDO.

Another recipe, equally intriguing in its pairing of flavours, is Risotto with pears, guanciale and strong Provolone Valpadana PDO. Here the careful choice of ingredients is fundamental: carnaroli rice, kaiser pears and the cheese with the seal of quality. It takes about 40 minutes to prepare, but the result will certainly be satisfying. There are two tricks to keep in mind for the perfect success of the risotto: stir in small slivers of strong Provolone Valpadana PDO and finally, once served, finish with cubes of PDO cheese, pear and crispy guanciale.

 

Those who are not particularly familiar with cooking and are looking for an easier but equally appetising proposal can opt for Pasta alla norma with strong Provolone Valpadana PDO. Here all you need is tomato puree, two purple aubergines, herbs and spices and a grating of PDO cheese to top it off.

 

The collaboration between Luca Ciano and Provolone Valpadana PDO continues successfully. The video recipes starring the acclaimed television chef and the Made in Europe dairy excellence are currently online on the social channels of the ‘Born to Be Authentic – Provolone Valpadana, a PDO cheese from Europe’ project. The culinary events show Luca Ciano smiling and busy experimenting with appetizing recipes that bring out the depth of character and gastronomic versatility of their main ingredient: Provolone Valpadana PDO. The video clips show, with the aid of subtitles, all the main steps in preparing three exclusive recipes: the first consists of the preparation of Buckwheat & Provolone Valpadana PDO ‘mild’ fritters, radicchio and toasted hazelnut salad, Saba dressing. In the second video, the chef tries his hand at Grilled Provolone Valpadana PDO ‘strong’, Pancetta wrapped with blueberries & mixed leaves. We could not miss the proposal of a first course such as Fresh Tagliatelle with courgette flowers, Provolone Valpadana PDO ‘mild’ fondue, toasted herbs & lemon breadcrumbs, shaved Provolone Valpadana PDO, aged balsamic vinegar. Increasingly known and appreciated by the Australian market, today the cheese with the seal of quality enters all kitchens thanks to the valuable suggestions and gourmet proposals of a chef who has been able to interpret its mild and strong character and eclecticism in a variety of recipes. This activity therefore seals an internationalisation process that began in 2021 and has enabled the Consorzio Tutela Provolone Valpadana, thanks also to Luca Ciano’s culinary skills and great charisma, to bring foodies, restaurateurs, and students closer together. In the past year alone, the acclaimed chef and Provolone Valpadana PDO have shared a busy programme of initiatives: showcooking at Sydney’s Fine Food, masterclasses at the William Angliss Institute in Sydney and Melbourne as well as workshops at some of Sydney’s best restaurants.