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Puglia in Winter

Our exploration of advertising promotional spots by the Italian regions continues.

As it’s winter and everyone is flocking to the snow resorts for the Xmas break, how do you promote a region whose visitor season really only covers the warmer months of the year.

The Regione Puglia launched a year or so ago the novel campaign below. They were certainly brave.

The spot is well executed, fun and the message comes across.

One snag. There’s no sun, the sea look pretty cold and there’s no one about.

The payoff line ‘Puglia, beautiful all the year round’ rolls while an obese young man wearing a dirty T-shirt almost gets blown away by gale force winds as he chases a beach umbrella symbolizing the summer.

As we said, they were very brave.

The full title – Never Trust a Thin Cook and Other Lessons from Italy’s Culinary Capital – sounds like a order and we are looking forward to our copy to find out more about Eric Dregni’s food-obsessed chronicle of an American’s three years in Italy.

From the press release:

I simply want to live in the place with the best food in the world. This dream led Eric Dregni to Italy, first to Milan and eventually to a small, fog-covered town to the north: Modena, the birthplace of balsamic vinegar, Ferrari, and Luciano Pavarotti. Never Trust a Thin Cook is a classic American abroad tale, brimming with adventures both expected and unexpected, awkward social moments, and most important, very good food.

Parmesan thieves. Tortellini based on the shape of Venus’s navel. Infiltrating the secret world of the balsamic vinegar elite. Life in Modena is a long way from the Leaning Tower of Pizza (the south Minneapolis pizzeria where Eric and his girlfriend and fellow traveler Katy first met), and while some Italians are impressed that “Minnesota” sounds like “minestrone,” they are soon learning what it means to live in a country where the word “safe” doesn’t actually exist—only “less dangerous.” Thankfully, another meal is always waiting, and Dregni revels in uncorking the secrets of Italian cuisine, such as how to guzzle espresso “corrected” with grappa and learning that mold really does make a good salami great.

What begins as a gastronomical quest soon becomes a revealing, authentic portrait of how Italians live and a hilarious demonstration of how American and Italian cultures differ. In Never Trust a Thin Cook, Eric Dregni dishes up the sometimes wild experiences of living abroad alongside the simple pleasures of Italian culture in perfect, complementary proportions.

Watch this space for our review soon.

We have received this interesting press release from the Art Project Minerva:

The Art Project Minerva, created by respected London-based artists Blandine Martin and Magdalena Rutkowska in April 2009, is a non-profit organisation raising funds for the restoration and repair of art and is been promoted greatly by the Italian Institute of culture, ArteLaguna Prize, Gesar Org (children charity), The Knaypa, Sam Flowers and many others.

“After a successful auction last July at The Italian institute in London with the likes of designer Bella Freud and artist Jack Vettriano. Magdalena and Blandine will be back for another auction of contemporary art but this time in Venice at The Prestigious Scuola Del Vetro Abate Zanetti (Glass School Abate Zanetti) in Murano.

The big-heartedness of owner and designer Guido Ferro and Matteo Savini, Direttore dell’Istituto Venezia, made this auction possible.

There are some really amazing donations this time too, for example work from Royal painter Lady Hamilton (author of the famous portrait of John PaulII) and Georgina Wilkes.

(Funds for this event will be donated to restore the Di Santa Maria Del Suffragio church, badly damaged in the earhtquake in L’Aquila, Abruzzo)

Many churches and buildings in the medieval city of L’Aquila were destroyed in the devastating earthquake of 6 April 2009 causing incalculable damage to Italy’s culture heritage. The dome of the Santa Maria del Suffragio cracked open, exposing the delicate gold patterns inside.

We strongly believe that with the kind support we have enjoyed so far we will be able to provide help to restore the Di Santa Maria Del Suffragio church, an important symbol of art and culture for many generations in L’Aquila.

We are looking forward to meet our special guest from Carla Bruni foundation: Roch PAYET, Directeur des études, Département des restaurateurs, Institut national du patrimoine (INP)

For your diary: http://artminerva.org

Auction starts from 7 pm, doors open at 6.30 pm on Friday 27 of November 2009. Venue: SCUOLA DEL VETRO ABATE ZANETTI (GLASS SCHOOL ABATE ZANETTI) in
Murano. www.ferromurano.it

For more info contact: magdalena@artminerva.org or blandine@artminerva.org
http://www.myspace.com/art_project_minerva

All summer on our satellite television screen, we watched luscious commercial spots produced by the Greece and Croatia Tourism Boards.

They were beautiful, enchanting and persuasive and created a wonderful image for both countries as a visitor destination.

We were almost tempted to go ourselves!

What was impressive was the emphasis on those aspects of the country you would normally associate with Italy first; food, art cities, archaeology etc.

Both countries have sensed an opportunity.

The messages are clear. Croatia ‘The Mediterranean as it once was’; Greece ‘5000 years of history’.

Croatia has even claimed Marco Polo as their own!

We hope the newly created Ministry of Tourism in Italy will be investing in something similar for next summer.

Now we have to admit we didn’t know Fiat had a flagship store in London.

But we do know a little about Franciacorta wine.

So, to kill two birds with one stone (perhaps not the right expression here), it was a pleasure to learn that the launch of new Fiat 500 model was being toasted with glasses of Franciacorta de La Montina a week or so ago.

For the day, the flagship store was also turned into an exhibition of works by Franco Brescianini, famous for his elegant feminine figurines.

The event was supported by the Francesca Fiumano Fine Art Gallery with the patronage of the Art Department of the Istituto Italiano di Cultura in London.

The Fiat 500 Convertible was the star of the show however.

To close, an auction of a special edition of a silver decorated magnum bottle of Franciacorta by Franco Brescianini, and a weekend for two at the boutique 947 Hotel, in Venice.

The ‘art of home made pasta’ often features in the pages of many websites proposing Italy cooking holidays and cooking lessons.

Not least in our www.deliciousitaly.com. But here’s a pasta artist with a difference.

His name is Serghei Pakhomoff, a Russian, who creates objects and toys from humble pasta found in ordinary supermarkets.

Now, there are many novelty pasta shapes available as gift items in Italy. We won’y go into details, but Serghei’s work takes this to another level.

He tells us he considers Italy the culinary art capital of the world and has sent us a number of images of his work.

Serghei has also been commissioned for exhibitions, fairs and other events in Italy and abroad.

Too Much Tuscan Wine completes a trilogy of books by Dario Castagno.

The first, Too Much Tuscan Sun, was a light-hearted look back at the region from a happy vantage point.

The second, A Day In Tuscany, emerged from the melancholy of having been left by a companion Dario loved dearly.

Too Much Tuscan Wine now brings about a rebirth, both of spirit and the authors connection to and love for Chianti, the theme uniting all three.

The latest book is self-published in a limited and for the moment is only available from Italy.

Dario will personally sign every copy purchased and the link to purchase Too Much Tuscan Wine can be found from his newly redesigned website, DarioCastagno.com.

You will also find a preview of the book’s opening chapter via a link to his blog.

At his you can also learn about the August 2008 Palio victory of his beloved Noble Contrada of Bruco (Caterpillar). It was an amazing, unexpected win, and he got to participate in the historic parade.

Sweet Merendine

A collective term for small sweet snacks produced in industrial quantities and typically wrapped in ubiquitous plastic.

You can find out all about them at the site www.merendineitaliane.it

All that plastic and all that sugar may give merendine a bad name, but the site highlights their nutritional value following research by F.O.S.A.N. (Fondazione per lo studio degli alimenti e della nutrizione) who studied the eating habits of 1000 boys and girls aged 6 to 15.

Not only sweet but savoury snacks such as pizza and focaccia.

The research found that there was no significant dietary difference between scoffing merendine compared to more traditional breakfast or snack food.

Indeed, the higher calories contained in such foods seemed to be better for growing kids.

Certainly if if consumed as part of a varied daily diet and along with regular physical exercise.

The research points out that kids should get out to play rather than ’spending a whole afternoon in front of the television’.

The latter location, we add, where the industrial giants tend to advertise relentlessly such products – but only to influence parental brand choice of course.

Anyway, merendine are delicious and we eat them all the time.

Italian liqueurs or digestives such as limoncello and grappa have been produced for centuries, but have only been advertised fairly recently.

Well, concerning that marvellous ‘bring it on’ artichoke concoction by Campari known as Cynar, for sure since 1975.

The proof (no pun intended) was the 1975 Cup Winners Cup final between Dinamo Kiev, of the then USSR, and Ferencvaros of Hungary.

Recently retelevised on ESPN Classic Sports channel here in Italy, Cynar filled the advertising hoardings behind each goal in prime eyeball position.

The match was played in the St. Jakob Stadium, Basle in Switzerland, that hotbed of Euro soccer.

Watching it after an interval of 33 years was a surreal experience, not least for the remaining companies who had invested their promotional budgets on the game.

The list reads: Palma Camping Articles, Samson Shag, Ferguson Televison & Radio, Lois, Kent, Texaco, Stella Artois and Sunny Holidays South Tenerife.

By sheer coincidence Cynar had a new campaign just out in Italy which stars the oblique 80’s pop group Elio e Le Storie Tese (and better then ever).

The ad sees the boys enjoying a Cynar in central Milan while nonchalantly disturbing the traffic to a standstill.

Just as they look as if they are going to get a good cuffing for wearing too thin ties, a space ship in the form of an artichoke lands and whisks them off.

Probably to extra time and penalties between Ferencvaros and Dinamo Kiev.

www.cynar.it

Grana Padano Cheese

A new Grana Padano Cheese television spot is about to hit our digital screens.

The last one was iconic and ran from 2002.

The ad featured a cheese knife slicing through grapes, honey, walnuts etc to land with a thud in a round of Grana Padano. Difficult to beat.

View the commercial here

The new one is located in a romantic Paris by night as a couple enjoy a meal on a classic barge as they drift along the Seine.

The hook hangs around him being unable to uncork his champagne bottle until she nibbles some flakes of cheese and passes him a napkin she was using to wipe the crumbs from her lips.

Holding the bottle with the said napkin, the cork immediately pops out and the bubbly flows.

Ad men love this sort of thing.

What we find interesting are the sales stats for Grana Padano cheese.

The press release for the new spot also provided the following titbits from the Il Consorzio per la Tutela del Formaggio Grana Padano.

- Grana Padano has 48.1% of the hard cheese market in Italy compared with 40.3% for Parmigiano Reggiano.

- the price of a kilo of Grana Padano is 4 euros less than Parmigiano Reggiano.

- 2008 saw the following countires topping the export list for Grana Padano in descending order: Germany, USA, Switzerland, France, UK, Canada, Benelux, Spain, Austria, Japan.

- Germany’s quota was almost double that of USA and Switzerland combined. The country imported 251,615 rounds of the cheese.

- Japan only imported 23,213.

There is some debate that the boom in gastronomic tourism in Italy is having a negative effect on the quality of the food shows and exhibitions across the country.

In short, there seems to be too many. Speculation they may call it.

Every comune, village and lost corner of Italy is riding the wave of culinary interest and creating or reviving their own local sagra.

It seems there is not a vegetable, fruit or edible substance that does not have its own dedicated event. From onions, artichokes and eels to salami, steaks and nutella.

The tipping point seems to be the Sagra della Patate Fritte (Chips, French Fries) .

What is traditional and representative about a deep fried potato!

But is this really the worry?

It seems the more established festival organisers are starting to feel the crowd and want to keep their heads above water, to mix our metaphors.

They are supported by others who believe too many sagre are not regulated enough and skew the local tourism cycle into peaks and troughs.

And let’s not mention the Chinese traders and others who dilute the authenticity of such events with the shoddy merchandise and makeshift stalls.

Have you ever been to the carciofi festival in Ladispoli!

With all this in mind, the last week of September in Montecatini Terme, province of Pistoia, Tuscany, will see ‘Territori in Festival’ which will discuss the matter.

Coincidentally, of course, ‘Territori in Festival’ will also be the stage for a taste selection of top quality sagre from across Italy.

They are:

  • Sagra del peperoncino di Diamante
  • Sagra della Focaccia di Recco di Genova
  • Sagra del Gorgonzola e della cipolla di Cannara
  • Sagra della Fettunta e il Brigidino di Lamporecchio
  • Sagra del Lardo di Arnad
  • Sagra del Tartufo di Acqualagna
  • Sagra della porchetta di Ariccia

And not forgetting, la Sagra dei ceci e dello zafferano from Navelli in provincia dell’Aquila.

The questions we would like answered are the following:

How many important sagre across Italy utilise products from abroad to make up for a shortfall in local produce?

Should the events be cancelled after a bad harvest?

Can a genuine sagre go national?

www.territoriinfestival.com

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