20-03-2017
Plenty of people. A photo with the staff at the end of a very successful 2017 edition of Identità Milano. Here’s a first report (photo by Brambilla-Serrani)
Perhaps only two images would be enough to understand how Identità Milano 2017. In both cases the protagonist is Claudio Ceroni, patron of MagentaBureau, organising the event since the very beginning – he’s Paolo Marchi’s alter ego, whose point of view will be featured tomorrow. First image, Sunday 5th March, during the congress: Ceroni is unusually relaxed in the lounge (during the event, he’s usually walking around everywhere, checking that everything is going fine). All right, Claudio? «Yes. It looks like the congress is working perfectly. This has never happened in 13 years». Second image, the other day, a post-event meeting with all the staff at Corso Magenta 46; he started off more or less like this, just so you understand the character: «Well done, it’s been a great success. Here’s all we have to improve in 2018». A list of ideas followed.
The frontier, in other words, is always a little further, «change, innovation is our vocation». Never stop, because something excellent can always be improved. You can never be satisfied even when you could enjoy a little break after the successful 2017 edition with very significant, “record” numbers: an all time high for the stands (far over 100, carefully selected by the sales team at Magenta Bureau, perfectly in line with the topics covered in the congress), all time high for the participants (over 16000), all time high for the journalists (almost 1400 communication professionals what with Italian and international journalists from press, radio and TV, bloggers, photographers and opinion leaders), great main sponsors (Consorzio per la Tutela del Formaggio, Grana Padano, Acqua Panna-San Pellegrino, Birra Moretti, Lavazza, Fontanafredda, Petra-Molino Quaglia, Cantine Ferrari, see also: Identità Milano: la carica dei main sponsor), a widespread media coverage…
A chat between Claudio Ceroni and the mayor of Milan, Beppe Sala, in the backstage of Identità
The news is that Identità is now embracing more varied aspects, strictly connected with fine dining, but which until now we only covered briefly. In other words it’s involving more and more professionals from connected fields, with further possibilities of development, which are already being analysed: «The dining room, for instance. The new born Identità di Cocktail which is at full speed. East Lombardy, which will see us supporting an international project throughout the year. The confirmation given by Scuola di Identità Golose. The rocket high growth in participants and interests goes beyond the auditorium and involves the “blue rooms” especially, hosting the more technical sections: Pasta, Pizza, Mare, Montagna, Gelato, Formaggio, Champagne, Identità Naturali, the Nuova Cucina Italiana. Not counting the sweet world, whose involvement will grow more and more».
Identità is also the place where this excellence communicates with the outside world. We mentioned the army of journalists; there were 1027 articles published in print and online mentioning Identità Golose, only counting between 1st of January and 18th of March; there were as many as 11 reports on national television and radio, including the interview with Paolo Marchi broadcasted on Eta Beta, Massimo Cerofolini’s programme on RaiRadioUno (you can listen to the podcast here), an important report on Tg1 by Anna Scafuri, on Tg3 by Silvia Zerilli and also the wide coverage by RaiNews24 with as many as 6 pieces, of which one by Paola Cutini lasting over 11 minutes, broadcasted on 14th of March, replicated on the evening and the following day, offering further visibility (you can watch it here).
It’s nice to finish this report mentioning that Identità this year involved around 100 students from the Masters in Food&Wine at Bocconi, Unisg, Gambero Rosso Napoli and Roma and Iulm; they were all involved in writing reports and interviews with chefs or entrepreneurs participating in the congress, as an exercise. The result: a thrilling experience. Translated into English by Slawka G. Scarso
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by
journalist born in 1974, for many years he has covered politics, mostly, and food in his free time. Today he does exactly the opposite and this makes him very happy. As soon as he can, he dives into travels and good food. Identità Golose's editor in chief