Pecorino Toscano DOP, one of the most representative cheeses of the Italian and Tuscan dairy tradition, officially arrives in Vietnam, opening a new, important chapter in the export of Italian agri-food excellence. “Pecorino Toscano DOP could not fail to respond to the growing demand for quality products from Vietnam – said the vice-president and regional councilor for agri-food Stefania Saccardi – We therefore accompany with great pleasure and pride this great occasion of the arrival on the Vietnamese market of a product that brings with it all the characteristics of excellence and at the same time a strong identity connotation. They are precious qualities for making typically and uniquely Tuscan flavors and traditions appreciated at an international level and offering them to a public of consumers who are now increasingly oriented towards quality”.
The arrival of Pecorino Toscano DOP in Vietnam will be accompanied by a series of events organized with the aim of raising awareness of the distinctive characteristics of this cheese. In fact, from November 18th, Pecorino Toscano will not only arrive at local distributors, but will also make itself known through B2B meetings, masterclasses and tastings. The imminent mission in Vietnam of Pecorino Toscano DOP, with two stops in Hanoi and Ho Chi Minh City acquires even greater significance as it is officially included in the agenda of the celebrations of the Week of Italian Cuisine in the World 2024, under the patronage of the Italian Embassy in Hanoi and the Consulate General of Italy in Ho Chi Minh City.
“The opening of the Vietnamese market represents an extraordinary opportunity to make Pecorino Toscano DOP known and appreciated in an international context that is increasingly attentive to the quality and origin of the products – says Andrea Righini, director of the Consortium for the protection of Pecorino Toscano DOP. – Vietnam It is a dynamic and rapidly growing market. Introducing a fundamental piece of Mediterranean culinary culture such as Pecorino Toscano DOP represents a milestone in the path of promotion and valorisation of the Consortium.”
“The arrival of Pecorino Toscano DOP in Vietnam – commented Quyet Tran, ICHAM general secretary – is a concrete sign of the growing commercial integration between Italy and Vietnam, facilitated by the EVFTA. This not only opens up new avenues for excellence Italians in the Vietnamese market, but it also represents an opportunity to enhance and spread Italian food culture in a country that is rapidly embracing new lifestyles and consumption habits, with its strong connection with the territory and the tradition, is a perfect example of how authenticity and quality can be appreciated by an increasingly demanding international audience.”
The Vietnam-EU Free Trade Agreement (EVFTA), which entered into force on 1 August 2020, paved the way for a sharp increase in trade between the EU and Vietnam, predicting the elimination of 99% of customs duties between the two countries in the coming years and the improvement of the overall conditions of economic exchanges. This condition has also led, in the last 4 years, to a notable growth in the cheese market, also because the Vietnamese population is very attentive to its state of health: 48% of the inhabitants consider “keeping healthy and fit” as a priority, the middle and wealthy classes are expanding (in the last 3 years they have grown from 12 to 33 million people), characterized by an increase in spending capacity for high quality products and a rise in the standard of living towards more refined products With the increase in per capita GDP, cheeses are receiving growing demand, being a food associated with greater quality and higher standards of living, also linked to Western lifestyles. Thanks to the growing demand for high quality products and the collaboration with the Italian Vietnamese Chamber of Commerce (ICHAM), which will involve local operators, Vietnamese consumers will finally have the opportunity to bring a product with an authentic Tuscan taste to their tables.