SANDRO MENDONÇA, MEMBER OF THE CCIAH WINE COMMISSION

For the first time, the Wine Commission of the Angra do Heroísmo Chamber of Commerce and Industry is organizing the AtlanticTerroir Expo, which will take place from April 4 to 6 at the Multisuse Pavilion of the Terceira Island Multisectoral Park. What prompted this initiative?
This initiative came about through an invitation from the Angra do Heroísmo Chamber of Commerce and Industry. We realized that it would be a great opportunity to promote wine culture, support local producers, strengthen tourism and the local economy, and bring together professionals and consumers who appreciate new flavours.

How have wine producers responded to taking part in this fair? What added value do you hope they can derive from this initiative?
The response from wine producers has been very positive and surprising, although the turnout from local producers has not been what we expected. We’re in for some pleasant surprises with the participation of new national projects and many award-winning brands. The added value is immense, such as the presentation and promotion of wine to producers, distributors, and consumers; the arrival of the specialized press; the exchange of contacts with new partners; and the great prestige of being side by side with renowned national and international brands. It’s an opportunity for consumers to discover new wines and often buy products not easily found on the market. It opens up new horizons and knowledge for the future.

What distinguishes this fair from others already organized in the region? Is there a greater emphasis on regional wines?
This exhibition is undoubtedly distinctive, from its image to the detail of creating different spaces in the same environment. We’re not just going to have wine tastings; we’re going to allow people to learn more about viticulture and winemaking. There will be commented tastings, themed forums, and two wine dinners on-site with two chefs from Terceira Island. Only local products will be used to promote what we have best. On the last day, there will be the Azorean Viticulture Gala, with awards, tributes, and the presentation of the European City of Wine 2026 candidacy. We aimed to highlight regional wines, but unfortunately, we didn’t get the turnout we had hoped for.

Among the various activities planned is training for catering professionals. Do we need to know how to sell our wines better to visitors?
Absolutely! However, I have noticed increasing commitment from some restaurants. The professional specializing in wine is responsible for selecting, storing, harmonizing, and serving wines, guaranteeing the best customer experience. This training aims to prepare for a more enriching future in terms of knowledge of our local wine. Visitors are increasingly looking for what is made here; the catering professional is the key to presenting it.

What role does this new Wine Commission of the Angra do Heroísmo Chamber of Commerce and Industry intend to play?
To play an even more strategic and innovative role in promoting and enhancing local wines, with greater harmony and unity between producers. We will play a fundamental role not only in organizing but also in strengthening wine culture. This committee aims to guarantee the event’s quality, representativeness, and success, which has everything it takes to become a benchmark in the wine market.

In Diário Insular, José Lourenço-director and Armando Mendes, Editor-in-Chief.

Translated to English as a community outreach program from the Portuguese Beyond Borders Institute (PBBI) and the Modern and Classical Languages and Literatures Department (MCLL) as part of Bruma Publication and ADMA (Azores-Diaspora Media Alliance) at California State University, Fresno, PBBI thanks Luso Financial for sponsoring NOVIDADES.