Italian artisanal gelato has been a beloved presence in Austria for over 150 years. On April 23, 2024, it was celebrated at the Palazzo Metternich, the Italian Embassy in Vienna, in a special event that highlighted its history, starting from the Dolomite valleys. Among the attendees were Italian Ambassador Giovanni Pugliese, Agia (Italian Gelato Makers Association in Austria) with President Silvio Molin Pradel, and Michele Dal Farra, President of Longarone Fiere Dolomiti, the home of the MIG (International Exhibition of Artisan Gelato) and the headquarters of Artglace.
The History of Italian Gelato in Austria
The phrase "Graecia capta ferum victorem cepit" – meaning that Greece, once conquered by Rome, captured its conqueror through culture, art, and philosophy – aptly reflects the arrival of gelato in Austria. A few decades after the Austro-Hungarian Empire took control of the former Venetian territories, the Dolomites' gelato masters brought the cold treat to Austria, winning the hearts of the Austro-Hungarian Empire’s citizens.
Historical sources reveal that Dolomites residents, initially involved in the timber market for shipbuilding, had to reinvent their profession with the advent of iron hulls in the mid-1800s. They first began selling baked and caramelized apples, later perfecting the technique to invent gelato. By mixing four parts ice and one part salt, they produced the cold needed to make gelato, traveling around Austrian cities with their carts.
Today, there are around 100 Italian artisan gelaterias throughout Austria, with about 70 concentrated in Vienna. Many of these shops carry names that reflect their Belluno and Dolomite origins, showcasing a beloved example of Italian excellence.
Longarone Fiere Dolomiti
"The history of gelato is part of the history of our territory and Longarone Fiere," commented Michele Dal Farra, President of Longarone Fiere Dolomiti, who attended the event at Palazzo Metternich and later participated in a meeting at the Itkam, the Italian-Austrian Chamber of Commerce. "Looking north, towards Central Europe, is crucial for our organization, which serves as a true incubator for ideas and a catalyst for synergies between regions and businesses. We are situated between Venice and the Dolomites, naturally oriented towards Central Europe. The history of gelato and gelato makers is a path we wish to follow to bring Belluno’s know-how to the world."
The European Gelato Road
At the Itkam, a tasting of artisanal gelato made with local Italian and Austrian ingredients was held. The idea of linking gelato to specific territories was proposed, creating what was described as "the perfect liaison" between gelato and tourism.
"This experiment will be presented at the MIG by our Austrian partners, encouraging us to move forward with the project to build the European Road of Artisan Gelato," Dal Farra explained. "This route promotes both gelato and the territories where it is produced and consumed, featuring a digital guide to all participating gelaterias. 'GELATOn the ROAD' is an initiative that began in Longarone and has been recognized by the Venice Office of the Council of Europe. The route spans 12 countries: Italy, Slovenia, Belgium, Greece, Germany, Luxembourg, Serbia, Croatia, Austria, Spain, Poland, and Bulgaria. It provides an excellent opportunity for partnerships and commercial projects, with a natural connection to the MIG."
Tips for Gelato Makers and Tourism:
- Cultural and Culinary Heritage: Promote the rich history of Italian gelato as part of a larger cultural journey. By linking gelato to specific regions and their unique histories, you can create compelling stories that resonate with customers and tourists alike.
- Collaborations and Partnerships: Leverage international events and partnerships to strengthen your brand. Collaborating with organizations like Longarone Fiere Dolomiti and engaging in initiatives like "GELATOn the ROAD" can help expand your reach in Central Europe and beyond.
- Tourism and Local Flavors: Highlight local, seasonal ingredients in your gelato and market it as part of a larger travel experience. Tourists are increasingly interested in authentic, regional products, so positioning your gelato as a part of local tourism can boost sales.
- European Expansion: Embrace the opportunity to participate in initiatives that promote cross-border gelato culture, such as the European Gelato Road. By joining a network of participating gelaterias, you enhance your brand’s visibility and attract international customers.
By embracing these trends and optimizing your approach for SEO, artisan gelaterias can capitalize on the growing interest in gelato tourism and enhance their market presence.