Identità Expo, engines are roaring

«It was the first edition of Identità Milano, one night I wake up with a terrible doubt: did I dream it all? I get dressed, take the car and go in front of Palazzo Mezzanotte, the location of the congress: I see the posters with our logo and calm down». Paolo Marchi’s story of his early incredulity can also be used to tell the surprise for Identità Expo, the mega event signed by Identità Golose which will liven up Expo 2015 with stories, lessons, cooking shows and most importantly with the dishes of the great stars in the Italian and international culinary scene. For now Identità Expo, paired with the prestigious brand of its main partner, S.Pellegrino, is still a ghost, a dream in fact. Which finally begins to become concrete: this is what the very many people who came a few hours ago at Expo Gate, right in front of the Sforza Castle in Milan, noticed, with the city dressed up for the occasion – hot sun and blues skies, even a pleasant breeze.

«I’ve never seen so many people here», was the comment of the managers of Expo Gate – may it be a good omen for an ambitious event with a very rich programme (all details are available here) illustrated by Marchi and Claudio Ceroni, patron of MAGENTAbureau, organising the event. With them, on the stage, there were many of the prestigious chefs who will take part in Identità Expo throughout six months, from May 1st to October 31st. Among those who came today: Carlo Cracco, pizza-chefs Renato Bosco and Simone Padoan, Antonia Klugmann, Cristina Bowerman, Pino Cuttaia, Fabio Abbattista, Andrea Berton, Pietro Leemann, Fabrizio Ferrari, Daniela Cicioni, Davide Oldani, Gianluca Fusto, Matteo Baronetto, “presidents” Claudio Sadler (Le Soste) and Marco Stabile (Jre), the Costardi bros, Christian and Manuel, Italo Bassi, Alice Delcourt, Fabio Pisani and Alessandro Negrini, Viviana Varese, Cesare Battisti... And then the executive chef who will guide the permanent kitchen staff of Identità Expo S.Pellegrino, Andrea Ribaldone, with the two resident chefs who will work beside him, Domenico della Salandra of Taglio in Milan and Domingo Schingaro who’s Ribaldone’s right arm at I Due Buoi in Alessandria.

«They are the protagonists» stressed Marchi, after Ceroni explained how Identità Expo is the natural consequence of what has already been done in the past, with the biggest novelty: people will be able to eat. Indeed! «It’s a terrifying organisational effort – said the patron of MAGENTAbureau – To support it, we got some exceptional partners involved» and off with the list of prestigious brands. We have already mentioned S. Pellegrino (Stefano Marini, Business unit director: «We strongly believe in this project because it links Italy to the world. We are an Italian brand, born flowing in Val Brembana, we cannot be delocalised. But we also export since the early 20th century and we are now present in 145 countries»), then there’s Grana Padano, the new partnership with consortium Italia del Vino. And then Cappellini for the interior design, Consorzio Cbi, Felicetti pasta …

There was lots of praise. From Demetrio Albertini, the Expo ambassador in the room. The vice-mayor of Milan, Lucia De Cesaris: «It wouldn’t have been possible to have Expo without Identità Golose». Piero Galli, Managing director of Expo 2015: «We thought it was essential to represent fine dining too, it will act as a magnet. We should also add that it will be offered at an excellent price, as those from abroad especially pointed out».From Nicola Farinetti, son of Oscar: «We at Eataly are madly in love with Identità. Our job is similar: we present Italian tradition around the world, they explain that there’s more than that. Our collaboration is successful and very effective».

The one between Identità Expo and Andrea Ribaldone will also work. He will sign the “fuori orario” menu, and that on Monday and Tuesday nights. The dish the chef created for this occasion had every mouth watering – by that time it was already past noon. It’s called Spaghetto Milano: spaghettoni seasoned with a cream made by blending saffron risotto creamed with grana padano, served with marrow meat sauce and gremolada. A true synthesis of Milan and Italy that preceded the breaking of the ranks: all the chefs together, grouped for the photo in front of the Sforza Castle Milano and ready to answer the questions of the journalists.