The Italian Cuisine Week

At the end, you see Cesare Battisti, Cristina Bowerman, Enzo Coccia and Giulio Terrinoni discussing intensely about things to do and deadlines to meet, perspective and additions. The Government’s promise to support Italian fine dining in its role of ambassador of our excellence abroad is taking shape, becoming concrete, chefs are already speaking of actions: the first Settimana della Cucina Italiana di qualità will take place between the 21st and 27th November in 130 countries around the world, that is to say wherever our country has diplomatic offices, obviously in different ways depending on the country.

Over one thousand events are planned, an unprecedented effort nobody ever attempted; there well be a different programme in each country, obviously following general indications. And this will be repeated every late November, every year. This was discussed a few hours ago during a meeting of the Work group for the valorisation Italian fine dining abroad: with ministries, those who have already signed the Protocol for Italian cuisine (Foreign Affairs, Agricultural Policies, Education, plus, in the next few days, Economic Development); Ice, Enit, Cinecittà, Rai World, Anica, Assocamere, Conferenza Stato-Regioni, Coni, Federazione italiana cuochi, Unione italiana vini, Federlegnoarredo, Società Dante Alighieri, Istituto Luce, Alitalia were also present. As well as Identità Golose, together with four chefs, those with whom we began this story.

Meanwhile, an overview. The Settimana della cucina is to be included in a series of actions within the Food Act and is a declination of The Extraordinary Italian Taste, a new overall project of continuous promotion of this sector around the world. In other words, the Settimana will not be alone. Moreover, it is planned to be a significant activity with a wide scope, mobilising all the institutions participating in the large meeting inside Sala Nigra, at Piazzale della Farnesina, and hence all the rest of the network that these can get involved. We mentioned the 130 diplomatic offices, but there will also be 80 Culture Institutes, 70 Ice offices, the Assocamere network, the Italian restaurants abroad registered by the Accademia italiana della cucina – around 3,300 –, the 14 delegations of Federazione italiana cuochi, the wine network, that of the producers of kitchens within Federlegnoarredo and so on.

For instance: the Culture Institutes will be asked to define themed meetings on food education and culture, Mediterranean diet, culinary tradition and so on, collaborating with the Universities and the Dean Conference in order to determine the most qualified speakers, all this based on the main theme of the Settimana della cucina, which will be “Territorial cuisine”, and will thus explain the structure of our regional excellences.

Another example: Cinecittà and Anica will take care of the film side of the project, supplying films that illustrate how our food has become part of the history of cinema; Alitalia will be asked to promote this event in the skies, perhaps with special dishes; Assocamere, Enit and Ice will define a rich programme of product tastings, cooking demos and special dinners, a bit everywhere; the 1,700 restaurants abroad under Assocamere’s “Ospitalità italiana” brand will be involved, presenting menus designed for the occasion; there will be seminars and master classes, while 8 Italian schools in the world and 45 comprehensive schools will teach gastronomy to their pupils.

The opening event will be held by mid October, this is why all the diplomatic offices are invited to send their programme by mid June. The next operative meeting will be in late June. Then will come the promotion too: Rai Italia – the channel dedicated to Italians abroad – ensures a wide coverage, basically one week of special programmes and TV ads. A website in three languages will also be created, making use of the portal of the Ministry for Foreign Affairs which has as many as 17 million visits around the world.

Cesare Battisti intervened highlighting a paradox: we’ll end up promoting the best Italian raw materials even where they don’t arrive, replaced by their terrible local imitations. True, was the answer: yet our high quality production is not enough to be all around the world, and by valorising its excellence this will also stimulate incoming tourism. Bowerman suggested to contact US culinary arts schools so as to plan, on those days, some lessons with Italian speakers, «they’d be happy!». Many ideas were presented, and this time it looks like we’re really about to begin.