Without a doubt, the World of Food & Wine is experiencing the most unstable and chaotic Chapter in the Great Book in its history.
Ideas, drafts, alternatives born from the belly of Hippie Supergenes who, more than the final product, seem to care about the contour.
Each trying to amaze, to arrive on the podium to enjoy that half minute of glory.
Sterile fertility.

Since I was a child, Astrology has fascinated me. Now, I have the impression that everyone is trying to become Supernova: shine brightly to then burn out and be forgotten just as quickly, without having left anything concrete, without having made any changes to History.

I am a romantic classicist born in 1994 who on the one hand, as a dreamer, undoubtedly knows how to appreciate some of these ephemeral realities, yet, on the other hand, is also pragmatic.

How is my generation of consumers – the Millennials generation – enjoying this phase ?
How do they perceive – this historical moment?

It seems to me that perhaps because we are overwhelmed by, or we are poorer than the “Old Boomers”, we seem to be tired and even slightly bittered by the dusty Fine Dining – on the way to becoming slightly old-fashioned even for gallant meetings and romantic occasions.

We are also over the infamous septicity of “New pompous projects”.
Usual names, usual companies, usual clubs promoted by the usual people in the usual ways that we seem to be to forcibly swallow.
Is there a glimmer of hope, a light at the end of the tunnel?

The old wise teachings – “In medio stat Virtus”– seem to have been forgotten, considered too normal for this Era.

Pursuing, as the Poet Horace called it, the metriotes: measure, balance, harmony, prudence, elegance and eurythmy in human thinking and acting.

Making concrete – which does not mean brutalizing – the history of food, re-humanizing it.

It is no coincidence that in my country the companies that have concentrated their research, efforts and then specialized on a category, studying techniques and raw material,- without ‘cutting’ corners or resorting to convenient licensing agreements – are precisely those that registered results in terms of turnover.
Companies with a RIGHT number of employees, who know how to calculate a decent Food Cost, who know how to offer the diner an experience that reflect the story of the territory and their mission in a clear, clean, and transparent way.

We have forgotten all intermediate categories – in between Massimo Bottura and the All-You-Can-Eat,-. that have made this country so great

I think the present requires LESS ARTISTS AND MORE ARTISANS.

I am under the impression there is a need to re-discover the brutality of the countryside, give the Trattoria a new lustre. We need to modernize the knowledge of the past, not delete it.

One sector where this dramatic aspect of development and the need of a return to basic is most apparent, is the bakery – the sector I love most, the one in which work as an artisan.

We have rediscovered the naturalness of the product, yes.
We figured out how to make this job human. through temperature control.
We have given greater attention to the ecological impact by reconsidering packaging.
We have re-acquired respect for the product.

Excellent results.
We have made giant steps in the field of techniques and technologies, but sales have sensibly decreased.

We have reacted to the collapse in bread consumption in the most mistaken way possible: by creating a luxury niche and placing the KING of carbohydrates onto a fake pedestal that reduce it to an accessory.

We need to realize that the introduction of a new wave of loaves priced 15 € a kg risk to erase the History of Bread.

I believe a change in direction is necessary.
A sort of Make FOOD Great Again campaign that finds the right compromise between PROFIT, QUALITY, FORESIGHT AND MARKETING.

How? We are blessed by a multitude of farmers willing to share with us concrete territorial realities. We only need to be passionate and willing to go to the countryside to TASTE, LIVE AND CONNECT.
Discovering authentic realities rather than contrived food-excellence will benefit our spirit and also our wallets.

Let’s not insist in being innovators, number one, or new prom queens.

Let’s FOCUS our energy on how to offer an undying enjoyment to those who have choose us today so that they continue to support us tomorrow!

We intercept the markets, understanding new trends but above all responding to the new needs of our customers.