A UNIQUE OBSERVATORY ON TASTES: TASTE N.5
FROM 13 TO 15 MARCH 2010 AT THE STAZIONE LEOPOLDA IN FLORENCE
3 DAYS OF SAMPLING, DISCOVERING, BUYING, EVENTS AND LIFESTYLES
DEDICATED TO TASTE.
AND THE FUORIDITASTE EVENTS WILL LIGHT UP THE CITY OF FLORENCE
From 13 to 15 March 2010, at the Stazione Leopolda in Florence, Pitti Immagine presents the fifth edition of Taste. In viaggio con le diversità del gusto, the fair dedicated to excellence in Italian food – featuring more than 190 specialist and niche companies – as well as the biological diversities of foods in the global age.
Taste is an amusing and absorbing experience for members of the gastronomic and catering trade as well as the general public who can discover the myriad ways in which we express and experiment with taste today:
Taste Tour _ the itinerary that gives visitors a chance to sample the products proposed by the companies exhibiting at Taste, where it is possible to learn more about the gastronomic treasures of our country: from cream of black truffle soup to Parmesan cheese chocolates, from Prunilli tomato “passata” to alfalfa honey, from handmade dry egg pasta drawn through bronze dies to medieval oven-baked Prosciutto, matured buffalo milk cheese, balsamic vinegar preserve and Taggiasche olive jam…
Taste Tools _ food & kitchen design utensils, clothing and technical/professional equipment for the table and kitchen;
Taste Shop _ the shopping area where you can buy everything that you see and taste during the tour, a kind of department store of exclusive food products;
Taste Ring _ a series of talk shows and meetings with the protagonists of food culture, dedicated to the hottest and most curious food lifestyle themes, unexpected combinations between food and the various aspects of social, economic and cultural life;
Taste Press _ the area that presents a selection of magazines and publishing projects dedicated to food and wine.
Located in a skillfully created setting, Taste describes and presents the roots of Italian food and wine culture, its extraordinary diversity and ability to become an international heritage. Taste is at the center of the exhibition project, a rising value for our time, combining education on nutrition, esthetics and design, using all our senses and different versions of contemporary lifestyles. For this reason, and because of various events scattered throughout Florence as part of FuoriDiTaste, Taste has become an original and unique observatory on this incredible world of food that is unlike any other event to be found in Italy or Europe.
The result of Pitti Immagine’s collaboration with “Gastronaut” Davide Paolini, Taste has become a regular salon of Italian taste, a meeting place for all the top Italian and international members of the high end gastronomic trade as well as a lively attraction for the increasingly demanding audience of quality food enthusiasts. The last edition was attended by over 8,000 visitors, and enjoyed great press and TV coverage.
The exhibitors at this edition include:
7Gr., Barbero Cioccolato, Birra Baladin, Azienda Agricola Czarnocki Lucheschi, Pane di Matera I.G.P., DA RE Spa – I Bibanesi, Distilleria Varnelli, Donnafugata, Giordano 1938, Giraudi, Luigi Guffanti Fiori Formaggi 1876, Pastai Gragnanesi Soc. Coop., Pastificio Benedetto Cavalieri dal 1918, Pastificio Caponi dal 1953, Prosciuttificio Dok Dall’Ava, S. Ilario Prosciutti, Acquerello, Torrefazione Caffè Lelli, Torta Barozzi Pasticceria Gollini, Torta Pistocchi®, Ursini, Schooner, Edible Gold, Consorzio Parco Produce, In.Gredienti, Le Piantagioni del Caffè, Paul De Bondt.
TASTE’S SPECIAL GUEST: LE MURRINE BY VENINI
The Taste route will also include a huge, high impact installation featuring creations realized exclusively forTaste by Venini: the historic Venetian company will, in fact, be presenting ”“Piedipiatti”, limited edition designer “murrine” specially made for the project by artist and conceptual designer, Roberto Bertazzon, which will decorate the new layout of Risto-Taste, the event’s special restaurant. (see attached press release)
CINEMA-TASTE: FOOD IN TECHNICOLOR
A special cinematographic arena, located in the Stazione Leopolda, presenting a selection of food commercials. Realized by Pitti Immagine in cooperation with the Notte dei Publivori, throughout the event “Cinema-Taste” will present a video-marathon featuring a montage of the best commercials about food and food culture from the 50s to the present day.
THE TASTE RINGS FOR THIS EDITION
A series of meetings and debates, a regular cultural-gastronomic arena focusing on the hot topics of taste and contemporary food culture: the Taste Rings are organized and led by Davide Paolini, along with some of the top experts and VIPs from the world of food. Here are some of the subjects which will be debated during Taste:
_“Are the differences between gastronomic products down to origin?”
Which factors determine the value of a top quality food? Some believe origin plays a fundamental role, others focus on the raw materials, manual skills and processing techniques used
_ “Will the disappearance of traditional stores lead to the demise of typical products?”
Are there any new channels for getting niche products to consumers which are normally distributed by rapidly disappearing outlets such as grocery shops and taste boutiques?
_ “Additives in the dock?”
Additives and liquid nitrogen have dominated gastronomic new columns for the past year. The imminent issuing of measures to prohibit their use in restaurants has raised questions about their harmful contents.
SHOWCASING TASTE TOOLS IN SETTINGS INSPIRED BY THE BARTHEL STYLE
For this edition, the section that Taste dedicates to food & kitchen design objects, clothing, technical and professional equipment for the table and kitchen, will be held in settings that have been recreated for the occasion by the Florentine Riccardo Barthel interior design brand. The names presenting their collections include: Amblekodi, Epifanie, Gandini Foodwear, Mario Luca Giusti and MBT:The anti-shoe.
TASTE PRESS, WITH THE NEW HAPPY BOOKS CORNER
For this edition, the selection of magazines and editorial projects dedicated to wine, food and food culture will be joined by a bookshop dedicated exclusively to cookery books, organized by Happy Books.
THE MONDADORI SPECIALS AND “APPOINTMENT”
Mondadori will be attending Taste with Interni’s “Annual Cucine”, Panorama’s “Best Food” special, the monthly magazine “Sale e Pepe” and other publications dedicated to cuisine and taste. Mondadori will be the protagonist of “Appointment”, a meeting place for exhibitors and visitors, presenting the group’s new editorial solutions.
THE MONO BALADIN PROJECT AND ROLLING STONE SOUNDTRACK
This project, which is a collaboration between Teo Musso and the Associazione Culturale Le Baladin, returns to the world of the décor and music from the 30s to the 50s, in full “Baladin Style “. Eight monophonic speakers realized as a monobloc will be presented at Taste during a special event under the artistic direction of Marina Obradovic. The MONO BALADIN will be accompanied on its journey by a compilation created especially for the occasion by Rolling Stone magazine.
FUORIDITASTE: TASTE EVENTS LIGHT UP THE CITY
Fuoriditaste is a program of off-site meetings: a calendar of food and wine events encompassing the whole city of Florence over the seven days of Taste, featuring the city’s restaurants, specialty food stores and boutiques, art galleries, theaters and museums. The first edition of Fuoriditaste in March 2009 was a great success with public and critics alike, and featured over 40 different events in some of the city’s top locations.
This is just another step for Florence in establishing itself on an international level as one of the true homes of tradition, production and contemporary experiences in taste, food and quality living.
We would like to thank the Consorzio Tutela Vino Bardolino Doc for its contribution to the presentation press conferences for Taste and FuoriDiTaste.