ASIAGO MASTERS OF COMMERCE 2026: 24 business owners honoured for up to 60 years of service on the Asiago Plateau.
High in the Venetian Prealps, where the air is sharp with the scent of pine and the history of the “Spettabile Reggenza dei Sette Comuni” (the Honourable Regency of the Seven Communes) still echoes through the mountain passes, a different kind of history was celebrated this week.
On Wednesday, April 22, the Hall of Masks in the Unione Montana headquarters became a sanctuary of memory and gratitude. There, the 50&Più-Confcommercio Vicenza Association gathered to honor 24 men and women who haven’t just run businesses they have served as the heartbeat of the Asiago Plateau for generations.
The ceremony was more than a mere distribution of plaques; it was a humanistic tribute to the “Masters of Commerce.” These are the shopkeepers, hoteliers, and restaurateurs who have remained steadfast through economic winters and geopolitical shifts, ensuring that both the residents of the Plateau and the thousands of tourists who flock here annually find a warm welcome and a reliable service.
A Lineage of Resilience: From Silver to Diamond
The hierarchy of the awards reflected the staggering depth of experience in the room. As the names were called, the audience was presented with a living timeline of Italian entrepreneurship.
- The Silver Eagle: Awarded for over 25 years of activity, representing the “younger” guard who have anchored their lives in the local economy.
- The Golden Eagle: Eight “Masters” were recognized for over 40 years behind the counter—individuals who saw the transition of Italy through the late 20th century and into the digital age without losing their personal touch.
- The Diamond Eagle: Five legends of the Plateau were honored for half a century of service. These operators have spent 50 years greeting the same families, watching children grow into parents, and maintaining the vital “social fabric” that prevents mountain communities from fading.
- The Merit of Commerce: In a rare and moving display of longevity, ten recipients were recognized for careers spanning over sixty years. These are the true stewards of the Plateau, individuals who began their journeys in a vastly different Italy and have remained relevant through sheer grit and adaptability.
“Becoming Young Again” through Passion
The speeches delivered by local leaders underscored a common theme: that commerce in a mountain region is an act of courage. Mirco Presti, President of the Asiago Confcommercio district, opened the ceremony by noting that these businesses are far more than points of sale; they are “points of reference” for the community.
Fiorenzo Marcato, Provincial President of 50&Più, delivered perhaps the most poignant remarks of the afternoon. He challenged the traditional view of aging and retirement, suggesting that these Masters have succeeded because they chose to “become young again” every day. “They have been able to overcome moments of crisis with passion,” Marcato noted, “choosing enthusiasm and faith over renunciation or greed.”
He highlighted that in an era of automation, the “intelligence, specialization, and beauty” provided by these human-centric businesses are irreplaceable.
Special Honors: The Icons of the Seven Communes
While the group awards celebrated collective resilience, three special recognitions brought the room to an emotional standstill.
Gianna Maria Ceoloni was presented with the national “Gold Age” honour. As a former provincial councilor for 50&Più, she was celebrated as a living embodiment of “active aging”—the idea that one’s contribution to society does not end with a birthday, but rather deepens with wisdom.
The memory of Gian Carlo Stella was also invoked, a man whose eponymous boutique became an icon of style and prestige for the city of Asiago. His posthumous certificate of merit recognized a life dedicated to the “city’s prestige”.
Finally, Tullia Ondina Panozzo of the Locanda Stella Alpina was honored for her tireless dedication to tourism in Treschè Conca, representing the countless hours of invisible labor that make the Plateau a world-class destination.
The Mission of 50&Più
The event served as a powerful reminder of the work done by 50&Più-Confcommercio, an association that supports nearly 6,000 members across the province. By promoting the “active role of older people,” the organization ensures that the expertise of the “Masters” is not lost but is instead woven back into the community through cultural, artistic, and social security advocacy.
As the ceremony concluded and the award winners stepped out into the spring air of the Plateau, the message was clear: the economy of the Seven Communes isn’t built on spreadsheets or algorithms but on the steady hands and welcoming smiles of those who have spent sixty years ensuring the door is always open.
The 2026 Roll of Honor
Masters of Commerce (Silver Eagle – 25+ Years)
- Angelina Contri (Asiago)
Masters of Commerce (Golden Eagle – 40+ Years)
- Franca Carli, Donatella Cortese, Gianfranca Forte, Amanzio Mosele, Omero Oro, Marilena Roverato, Cristina Tessari, Giovanna Tura.
Masters of Commerce (Diamond Eagle – 50+ Years)
- Severina Baù, Walter Pesavento, Maria Rosa Poli, Gian Paolo Slaviero, Francesco Vellar.
Merit of Commerce (60+ Years of Excellence)
- Pietro Bonomo, Angela Boschiero, Maddalena Callegari, Giovanni Carli, Caterina Franzan, Maria Emma Lunardi, Lucia Predebon, Maria Luisa Rigon, Corrado Spagnolo, Miriam Spiller.
