Cetra Alimentari SA has long been involved in promoting the Ticino alpine cheese brand «Eccellenze». What is your approach and what are the results obtained so far?
«Our commitment to the promotion of Ticino alpine cheese arises from a regional development project, which involves, among others, the UCT and the STEA, with the aim of valorising the cheese. The production of alpine cheese takes place in a limited period of time, between June and September, but often the product is sold while still fresh in order to cover the expenses relating to the management of the alp and therefore the cheese is not given time to be best express its particularities. Flavors and aromas, however, develop over time and with the right maturation only after a few months, preferably in a suitable cellar with controlled temperature and humidity and with the right daily care of the different forms. The cheese is then put on the market beyond Gottardo, presented at fairs and tasted at large retailers. The feedback is positive and with the imminent start of the operational phase of the “Alpine Excellences” project we are certain that AOP Ticino alpine cheese will be an important ambassador of the quality of work on the Ticino mountain pastures."
Can you give us some examples of promotional activities "in the area"?
«I would certainly mention the visits that are organized during the summer season, in which customers, consumers and associations take part, such as the STRP which visited a mountain pasture in the Maggia Valley in September 2023. As per the genesis of the association, the participants related to the souls of the mountain pastures with curiosity, amazement and with specific questions both in the dairy and in the cellar, in order to capture the magic of this unmistakable product. The crisp air, the Alpine landscape and the well-deserved and long-awaited tasting did the rest."
In general, local and "genuine" (and zero kilometre) products are attracting more and more interest. How come?
«More than authenticity I would talk about territory, culture and quality. Globalization, generational changes and immigration influence the consumer's perception of what Swiss territory, culture and products are. This is why we defend and promote the Organic, AOP and IGP brands also with alpine products, so that we can understand how much work and history goes into these foods. And in this sense, thanks to information and promotion through the various media platforms, markets and tastings we can talk about the product and raise awareness of the entire milk supply chain, thus allowing us to (re)approach the "Swissness" of which we are so proud and proud. In Ticino we have cheeses that win medals at international competitions precisely because we produce quality from the pastures, animal welfare and the hands of the cheesemaker and this can only be the real added value for the consumer. Let's not forget that at the base of Maslow's pyramid there is nutrition, quality nutrition."
