LoST EU PROJECT LAUNCHES IN SWEDEN FOR THE FIRST TIME

The LoST-Eu project lands in Sweden for the first time, for a week full of educational and promotional events that will touch several cities of reference from the north to the south of the country, in a real food and wine tour in which the Swedish public will be able to taste and receive information directly from the producers on the eight cheeses of the basket, coming from five different Italian regions.

For a week, Murazzano , Roccaverano and Ossolano from Piedmont, Puzzone di Moena from Trentino, Strachitunt from Lombardy, Vastedda from the Belice Valley , Pecorino Siciliano and Provolone del Monaco from Campania will be on stage in Sweden.

Thanks to the collaboration with real institutions in Sweden for cheese lovers such as the Cheese Room of Sabis and Ica Food in Stockholm, and the network of Italianissimo stores in Malmo, Lomma and Lund, the producers will be able to meet hundreds of consumers who are passionate about Italian cuisine, who still do not know these cheeses and do not often have the opportunity to come into contact with products of such high artisanal quality, capable of bringing with them a compelling storytelling that speaks of ancient traditions and different regional expressions, demonstrating that Italian cheese culture abroad is still a treasure waiting to be discovered.

TASTING DAYS

It will start on November 26, 2024 with tasting days, tasting days aimed at consumers in five different stores in Sweden, from North to South, touching the cities of Stockholm, Lund, Lomma and Malmo.

The tasting days calendar includes promotions scheduled for the entire week, with the following schedule: on November 26 and 27 the eight LoST DOPs will be present at the important ICA store in Stockholm ; on November 28 and 29 at one of the largest Swedish reference stores for quality products , Sabis , also in Stockholm, while from November 29 to 30 the promotion will also extend to the south of the country, at three high-quality niche product stores of the Italianissimo chain.

MASTERCLASSES AND WALKAROUND

But it doesn't end there. The events in Sweden will also include an entire educational-promotional day included in the prestigious program of the Italian Week of the Italian Embassy in Stockholm, a day of workshops, masterclasses and tastings aimed exclusively at professionals in the sector: operators, chefs, importers, distributors and journalists , with the participation of consortia and producers of LoST from all over Italy.

On Wednesday 27 November , at 2.00 pm, at the prestigious Wenner-Gren Centre in Sabis, from whose windows you can admire the whole city of Stockholm from above, the Masterclass dedicated to the cheeses of Lost will take place, which will be led by the famous Swedish journalist Karsten Thurfjell , member of the Royal Academy of Food and Wine.

Following this, at around 3.30 pm, again in the Palazzo di Sabis, the Walkaround tasting will take place , aimed at a wider audience of professionals, journalists and cheese lovers, with the presence of Italian producers who will have the opportunity to promote their products, describing the characteristics of the territories of origin, the centuries-old traditions and the secrets that make these cheeses unique in the world.

A great opportunity, after the experience in Germany last February, to continue the promotional activities of the project abroad and give space to European artisanal productions disadvantaged in terms of visibility compared to those of the food industry which obviously has other budgets. And this is precisely the strategy adopted by the Lost project. That of spreading through word of mouth, direct meetings with producers, small educational and promotional events, the philosophy that not only underlies the LoST project, but also the European programmatic plan in terms of health and well-being of consumers, that is, the recovery of ancient lost values through products of excellence, which are an example of sustainability and respect for the environment and nature .

LOST EU IS A PROJECT OF

ALTE TERRE DOP ASSOCIATION

In collaboration with

Consortium for the Protection of Murazzano DOP

Consortium for the Protection of Roccaverano DOP

Consortium for the Protection of Ossolano DOP

Consortium for the Protection of Puzzone di Moena DOP

Consortium for the Protection of Strachitunt DOP

Consortium for the Protection of Vastedda of the Belice Valley DOP

Consortium for the Protection of Pecorino Siciliano DOP

Consortium for the Protection of Provolone del Monaco DOP