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Posts Tagged ‘Italian cuisine’ Michael Colameco in deep discussion with Tony May  Cesare Casella makes a point
Colangelo & Partners Public Relations organized a GRI (Gruppo Ristoratori Italiani) Symposium entitled, ‘Italian Cuisine: A Victim of Its Own Success?’ The Symposium debated authenticity of Italian cuisine in the US, the need for a ‘seal of authenticty’ for true Italian products and the apparent favortism food critics in the US show toward Americans cooking their versions of Italian cuisine vs. the authentic Italain cuisine prepared by Italian chefs working in this country. There were 3 panels over 2 days. Participants included renowned chefs like Massimo Bottura from Francescana in Modena (voted the #6 restaurant in the world this year), Paul Bartolotta from the Las Vegas Wynn and Gennaro Esposito, a 2-star Michelin chef from Campania, in Italy; food journalists including John Mariani and Michaeel Colameco (an accomplished chef in his own right and host of television and radio programs); leaders in the Italian food trade incuding Lou Di Palo of Di Palo’s Fine Foods and Tom Gellert of Atalanta Corp.;and leading culinary eductaors including Dr. Tim Ryan, president of the Culinary Institute of America, Cesare Casella of the International Culinary Center and Ferdinand Metz of the NRAEF (National Restaurant Association Educational Foundation). Tony May, GRI chairman, and Gianfranco Sorrention GRI president, lent their voices to the debate also. The debate was spirited (to say the least) with great commentary including, ‘Italian cuisine is like a Ferrari: Everybody has their own idea of what it is, but only a few get to experience it.’ And, “American chefs prepare Italian cuisine like a drag queen dresses: Overdone and trying too hard to be the ‘real thing.’” On a more serious note, the panel discussion concluded with a consensus on what should be done to maintain the integrity of Italian cuisine in America: Write a boooklet on key precepts of Italian cuisine to be taught in America’s culinary schools, initiate a ‘seal of authenticity’ to allow Americans to know when they’re buying true Italian products vs. Italian sounding products and most importantly, focus on education as the key to improving understanding of Italian cuisine in America — all lofty yet achievable ambitions.  Related posts:
Tags: Gruppo Ristoratori Italiani, Italian cuisine, Lou Di Palo, Tony May Marketing genius or bastardization of Italian cuisine? Recently I came across Bertolli’s latest marketing campaign, a web series called “Into the Heart of Italy.” The mostly viral campaign chronicles chef Rocco Di Spirito and actors Marisa Tomei and Dan Cortese as they trek through various parts of Italy uncovering Italian regional products and culinary traditions.
So is this marketing genius or the bastardization of Italian cuisine? Maybe a little of both. There has long been a disconnect between the Italian mentality of quality first versus the American mentality of marketing first. For the majority of Americans, their food purchases are largely influenced by the constant food marketing messages they receive via TV, print, radio and online 24/7. And while some Italian food purists might fret at the thought of ‘Bertolli’ and ‘Italy’ even being mentioned in the same sentence, there is something to be said for how Bertolli leverages Italy to make their brand more authentic (Bertolli is the manufactured Italian brand created/owned by multinational Unilever). Now I’m not trying to imply that the actual quality of Bertolli frozen meals will ever be on par with fresh Italian food made with imported ingredients. However, with ‘aspirational’ foodies gaining ground on the gourmands and food snobs, Italian purveyors need to stand up and take notice. While still probably only a niche within the entire US population, the potential for this segment to keep growing is what has made major food companies scramble to make their brands more authentic. Between the Food Network, countless print magazines, blogs and websites, a larger cross-section of Americans is slowly learning to appreciate quality and culinary diversity. The latest Bertolli campaign is evidence of this. Purveyors of truly authentic Italian products should not worry. The good news is that the demand exists and the US is an expansive market. No matter how ‘Italian’ the campaign may seem, neither Bertolli nor Olive Garden can claim what truly authentic Italian products can: 100% Made in Italy. The marriage of Italian quality with a little bit of American marketing prowess will help more US consumers understand the very real differences between imported Italian products and others dressed up to be Italian. One group that has been at the forefront of this discussion is Gruppo Ristoratori Italiani, the only non-profit restaurant association exclusively for Italian restaurants in the US. Related posts:
Tags: Bertolli, Food, Italian, Italian cuisine, Italy, Made in Italy, marketing, Olive Garden, Unilever, viral, web series |
