FLORENCE, ITALY – From Saturday 7 to Monday 9 March 2015, Pitti Immagine presents the tenth edition of Taste, the fair dedicated to excellence in taste, Italian lifestyle and table design. And the next edition will be more special than ever: in the year of Expo, when diet and quality food will be placed under the spotlights of the world, Taste is celebrating its first ten years and the journey that has led to it become the Italian salon dedicated to quality food and drink, the place where the world’s finest in the field of haute gastronomie and the ever growing audience of foodies gather together amidst foods, wines, unique items and ideas.
The result of the collaboration between Pitti Immagine and Gastronaut Davide Paolini, Pitti Taste will present the products and latest ideas from around 320 companies, selected among the best niche and specialist producers from all over Italy, in the Stazione Leopolda and the Alcatraz area, in a special setting designed by architect Alessandro Moradei. A journey of senses and ideas, a discovery tour of the many ways we express and experiment with taste today: a mixture of tradition and innovation, trends and schools of thought, professional equipment and techniques, food & kitchen design. With a special area, the Taste Shop, where it is possible to buy the products displayed.
“Taste is increasingly becoming the key event for members of the haute gastronomie and catering trade, as well as for the public of quality food enthusiasts”, says Agostino Poletto, deputy general manager of Pitti Immagine, “it is a journey of senses and ideas, a discovery tour of the many ways we express and experiment with taste today. Because at every edition Taste becomes a showcase for new ideas and the freshest trends of the day, the ones we will talk about and which will become the lifestyles of tomorrow. Because Taste does not just present “the best of the best” of quality Italian food, but also exalts its great value in the cultural system: because food is a serious business yet, at the same time, it is synonymous with ideas, fun and entertainment”.
Here is the Taste menu
Taste Tour is the tasting itinerary – featuring products by the 320 participating firms – to become acquainted with and learn more about our country’s gastronomic treasures; a journey filled with discoveries, traditions and innovations: from handmade pasta by Italy’s major pasta producers to pork bresaola, to truffle-flavored zolfino beans, to baccalà (dried and salted cod), saffron and monkfish liver sauce, to apple strudel compote and passito-filled chocolates, with a stop along the way to taste chili pepper preserve and oyster beer …and lots more!
Taste Tools, is the area devoted to food and kitchen design items – tools for the chef and anyone who loves to cook – clothing, technical and professional equipment for the kitchen;
Taste Shop, this is the store featuring exclusive foods – with over 1,700 items in the catalogue and more than 23,000 items sold at the last edition. This is the place to buy the products displayed – and tasted – along the way;
Taste Ring & Taste Events, is the cultural-gastronomic arena, the place for debates and ideas orchestrated by the gastronaut Davide Paolini. Here, the top experts from the world of food challenge each other on the most curious topics related to contemporary eating, food and taste, interpreting what is happening today and anticipating future trends. Plus there is a packed calendar of events – exhibitions, book presentations, cookery competitions organized by Pitti Immagine and the exhibitors, with the spotlights shining on the protagonists of the world of taste.
Over 15,000 people attended the 2014 edition of Pitti Taste. Of these 4,600 were buyers and members of the trade (+43% foreign buyers from over 40 countries, +30% Italian buyers). The three days of Taste met with great interest on the part of foodthe domestic and international press and TV networks (600 accredited Italian and foreign journalists) and the many events around town – over 150 – as part of FuoriDiTaste, the fair’s “off-site” program which lit up Florence with a series of Taste-related initiatives and events, enjoyed huge success among the general public.
The participating firms at this edition
Acetaia Paltrinieri, Acquerello, Anhelo Caffè, Birra del Borgo, Branchi Prosciutti Cotti, Caseificio Gennari, Caseificio Pinzani, Cioccolato La Molina, Devodier Prosciutti, Domori, Frantoio di Santa Tea, Friultrota, Il Borgo del Balsamico, Il Genovese Pesto Fresco, Krumiri Rossi, La Fattoria di Parma, La Nicchia Pantelleria, Lenti Pregiata Forneria, Macelleria Salumeria Zivieri Massimo, Martelli Famiglia di Pastai dal 1926, Pastai Gragnanesi Società Cooperativa, Rocca Stefano dal 1986 “La Bottarga”, Scyavuru, Tartufi Stefania Calugi, Zafferano Puro in Fili and Zolla 14 Organic Farm Project.
And among the new entries: Acetaia Malpighi, Coop. Della Lenticchia di Castelluccio, Finissimo Mandorlato, Guido Castagna, Il Fiorino, Orizzonti del pescatore, Pane e Pace, Pasticceria Cerniglia, Riserva San Massimo, Salumificio Sapori Mediterranei-Gal Le Macine, Slitti, Tiare and VKA – Organic Vodka Made in Tuscany.
The Taste Ring at the Stazione Leopolda
Taste Ring, is the cultural-gastronomic arena, the place for debates and ideas orchestrated by the Gastronaut, Davide Paolini. Here, the top experts from the world of food challenge each other on the most curious topics related to contemporary eating, food and taste, interpreting what is happening today and anticipating future trends. Here are this edition’s topics:
Saturday March 7th, 5.00 p.m.
“Traditional dishes featuring meat, cold and salted meats, and pastas are disappearing from our tables – at home and in the restaurant – whereas the trend for vegetarian, vegan, diet and healthy food is gaining strength: is this why we are drinking less wine?”
Sunday March 8th, 4.00 p.m.
“Allergies and gluten/lactose intolerances are revolutionizing our cuisine. What is the future for bread, pasta, milk, butter and cheese? And what are the consequences for producers and caterers who are obliged to list any allergens contained in every recipe on the menu?”
Monday March 9th, 10.00 a.m.
“Food consumption has been decreasing since 2007: a situation that also affects artisan food producers. But can quality distribution support this niche corner of Made in Italy which is often unable to invest in promotion and communication?”
The new and special projects at this edition
On the occasion of the 10th anniversary of Taste, the fair will feature the special participation of MINI. A new creative association between two worlds, that of MINI and PITTI IMMAGINE, which share common values and objectives, based on an approach marked by innovation and the most unconventional choices. MINI’s presence at Taste is part of a series of projects in which the lifestyle dimension will be one of the most essential traits, and storytelling becomes the password for getting the public involved. Taste & Mini are waiting for you. With open doors!
Taste will also feature an explosion of creativity designed by Vetreria Etrusca. A leader in the production of special glass containers, the company will be the protagonist of a striking installation of bottles which will welcome visitors at the entrance to the Stazione Leopolda. An artistic composition of 1000 Maxi sized bottles will also take shape to form an original row of lampshades illuminating the Taste Tour. Project and layout by Alessandro Moradei.
On the occasion of the exhibition Dolci Trionfi e finissime piegature. Sculture in zucchero e tovaglioli per le nozze fiorentine di Maria de’ Medici (March 10 – June 14) at the Sala di Bona in Palazzo Pitti, curated by Giovanna Giusti and Riccardo Spinelli dedicated to the banquet held in Palazzo Vecchio on the evening of October 5th 1600 for the Florentine wedding of Maria de’ Medici, there will be a special promotion for exhibitors, buyers and accredited press at Taste, realized in cooperation with the Galleria Palatina of Palazzo Pitti diretta da Matteo Ceriana: on Saturday 7th and Sunday 8th March, from 3.30 to 7.30 p.m., they will have the opportunity to enjoy a preview visit to the exhibition by showing their entrance ticket to the fair . Also on the occasion of the exhibition and the tenth anniversary of Taste, Pitti Immagine is collaborating on a special movie, a “making of” dedicated to the work of the Fonderia del Giudice – an ancient artistic Florentine foundry – which will create sugar sculptures, as well as the skillful folds of the napkins of artist Joan Sallas who, for the exhibition at Palazzo Pitti, will rework the extraordinary creations that were made for the wedding banquet.
The Premio Tavoletta d’Oro [Golden Chocolate Bar Award] debuts at Taste. Italy’s top chocolatiers, selected by the Compagnia del Cioccolato, the reference association for consumers and lovers of the black gold of the Aztecs which protects the consumption of the same, verifying the quality of the products, will be on stage at the 2015 edition held at the Stazione Leopolda. The award ceremony will be presided over by Gilberto Mora, National President of the Compagnia del Cioccolato. The categories in competition are: “milk and milk with a high percentage of cocoa”, “plain chocolate and of cocoa origin”, “aromatized, gianduja and spreadable creams”, “fruit, coated candied fruit and pralines” and “Modica chocolate”.
You can find everything you need within the pages of a book, a light piece of luggage that will accompany you throughout your life…because reading is like breathing and nothing is lighter than air! Once again this year Guido Tommasi Editore will flourish its fragrant new ideas in a layout created, as always, by Marco Marzini.
Fuoriditaste
In addition to the events at the Leopolda, Taste also features a packed calendar of tasty events held around town during the fair. An event within the event, every season FuoriDiTaste brings to life the city of Florence – and its most famous venues – with suppers, themed tastings, installations, shows and creative performances, debates and lots of new convivial ways of interpreting food and taste . A program of around 150 events that, every year, enjoy ever-growing success and participation, as well as providing lots of surprises.
To facilitate working the fair, Taste has set aside a dedicated time frame just for members of the trade: From 9.30 a.m. to 1.30 p.m. on Saturday 7 and Sunday 8 March.
The fair is open to the general public from 1.30 to 7.30 p.m. on these days and from 9.30 a.m. to 4.30 p.m. on Monday 9th March.
Tickets: general public 15 Euro. Members of the trade 10 Euro.
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