“Showcase Tuscany Lab - Communicating the Gusto”

The 1 December was held at the Fortezza da Basso in Florence "Showcase Tuscany Lab - Communicating the Gusto”. The day was an opportunity to outline the state of the art on the draft Showcase Tuscany and has pulled together the industry and all those involved in the last 3 age: restaurateurs, museums, hotel schools, Consortia of local products.
Heart event a talk show entitled: "A new model in food and wine" moderated by author and television director Carlo Raspollini, to which they are intervened: Enzo Vizzari director of Espresso Guide, Marcello Masi director of TG 2, Anna Prandoni editor of Italian Cooking, Alessandro Regoli director Winenews, Ornella D'Alessio journalist Where, Carlo Cambi RAI journalist and author, Paolo Pellegrini for The Nation, Corrado Benzio for Il Tirreno, Eugenio Tassini deputy director of Il Corriere Fiorentino, Stefano Thesis, President dell'ASET (Press Association Enogastroagrolimentare Tuscany), Leonardo Romanelli wine journalist, Peter Lazarus for RAI 3 Tuscany and Alderman Sara Nocentini.
On the relationship between information and communication have stressed Paolo Pellegrini and Stefano Tesi. "There is no need for a new model of information nell'enogastronomia - said Pellegrini – in the sense that there are already many. We must be careful not to trivialize the food and not too sanctify the chefs and the information sector has this responsibility ".
New media intervened Anna Prandoni and Carlo Cambi. The importance of how you export the image of Tuscan culture at the table spoke Enzo Vizzari, who stated: “The kitchen is made of science, the cook can entertain but not an artist, if anything, a craftsman. Overexposure of the figure of the cook is largely due to the television marathons focused on this figure and the flood of information from many media "and continued: "And’ worth it address the question of how to communicate the food and wine, like we did today. My suggestion is to work not only on the products and territories, but on how we carry out this message.”.
The relationship between television and kitchen spoke Marcello Masi, which stated "The quantum leap has to do communication generalist, the corresponding demand for 60 millions of Italians. Our work is no longer a niche, we must have the desire to convey passion for this world, also with messages more simple and understandable to many more people. Why is the food and wine economy, economic future and we need to invest in that direction”.
For Leonardo Romanelli: “The tv is a popular medium that has its time that vanni respected. Rather than snub, you should instead invest more in training because, eg, the boys attending the hotel management school do understand that the cook is a profession that requires passion, energy and effort and it is not as it appears in the show”.
Agriculture and the need to enhance more the work of the earth emphasized Alessandro Regoli: “Destesto pornography food and social media offering to hourly images and recipes of dishes. Our head wants to go back to products, tell the chain, territories to preserve and protect biodiversity. We laugh importance to the work of farmers and wine producers: agriculture can also tell through curiosity, trends. So doing, we defend well against theft that occur every day of the made in Italy”. Also on the ground drew attention Ornella D'Alessio: “Tuscany can communicate, through its dishes and products, their land, its landscapes. We value and characterize more land, giving rise to the culinary tradition”. He also stated: “I believe that the initiatives that bring the dinners and shows in regional museums, perhaps less known, are absolutely to be repeated and further develop”.
On the importance of the product and the history of the area has focused Councillor Sara Nocentini: “We think – said – that the products are the key of our territories: Tuscan be means to give importance at the time of being at the table, the time needed for the preparation of the dishes. Be competitive for our region means turn to men and women who want to discover something. Showcase Tuscany and Culture Week taught us that you can make a quantum leap in this process if the communication focuses on specific”.