Join me to meet restaurant owner, and Italian food ambassador, Simon Pagotto. During the episode, Simon talks about his Italian roots, his deeply Australian upbringing, and how his discovery of traditional Italian food led him to embrace authenticity in his trattoria, even against the general expectations of his patrons.
In our exchange, we touch on several hot topics including:
Piadina is a traditional flatbread from the Italian historical region of Romagna.
The name piadina (plural: piadine) is a diminutive form of piada (used interchangeably to refer to the same preparation), which originates from the Greek pláthanon: “long dish, baking tray.” Since 2014, ‘piadina’ is registered as Protected Geographical Indication (Indicazione Geografica Protetta, or IGP, in Italian.)
Traditionally, piadina is made of flour, water, salt, and a small amount of lard (strutto in Italian). For a vegetarian recipe, the lard can be substituted with olive oil or margarine. Through the centuries, from a simple bread alternative, piadina has become an iconic symbol of the Romagna region and a widely popular product. Nowadays, it can be enjoyed in special establishments called Piadinerie (plural of Piadineria), which can also be found in big northern Italian cities outside of the Romagna region.
The piadina can be served as a kind of bread to accompany meals, but it’s more commonly enjoyed folded in half and filled with various cheeses, cold cuts, or roasted vegetables. One of the most popular fillings is Squacquerone (a fresh cheese which has a protected designation of origin from Romagna), prosciutto crudo (dry-cured ham), and rocket (arugula).
Having grown up in the province of Milan, I only became familiar with piadina during one of my family’s summer trips to the Adriatic seaside resort of Emilia-Romagna, a popular destination for Italian and north European tourists who are looking for long sandy beaches, shallow Mediterranean waters, amazing food, and exciting nightlife. I remember trying my first piadina in a small theme park called Fiabilandia, in Rivazzurra di Rimini. It was filled with prosciutto crudo, and for me, it was a welcome revelation—one of the first of the many kinds of Italian regional food that I went on to discover!
This recipe was given to me by a friend who was born in Romagna. It makes use of a small amount of baking soda (sodium bicarbonate) which acts as a raising agent by releasing carbon dioxide at temperatures above 80 °C, making a light, friable flatbread.
1 teaspoon of salt (or 1 1/6 if using unsalted margarine*)
2 ounces (1/4 cup) (salted) margarine, at room temperature
1/2 cup of water
1 cup Squacquerone cheese (which can be substituted with Quark)
one handful of rocket
20 cherry tomatoes, halved
Preparation
In an electric mixer using the dough blade, combine flour, baking soda, and salt.
Add the margarine and mix until evenly combined.
Slowly add the water, mix until the dough forms a mass around the hook. Knead until smooth, 5 minutes.
Divide the dough into four equal pieces and roll each piece into a ball. Wrap the balls in saran wrap and let them rest at room temperature for 30 minutes.
Using a rolling pin, roll each ball into a thin disc, 7 inches in diameter. If you want perfectly round piadine, press a similar sized lid onto the rolled dough, then remove the excess around the edges.
Warm up a non-stick pan on the small burner, at a medium heat. Allow 5-10 minutes for the pan to reach a stable temperature.
Cook one piadina at a time, for about 2-3 minutes on each side. If big bubbles begin to form, flip the piadina sooner to keep the bubbles from growing. Continue cooking, flipping as necessary, until lightly browned small blisters appear on the side in contact with the heat.
Remove the piadina from the heat and let it cool until lukewarm, then fold it in half and fill it with the cheese, rocket, and cherry tomatoes.
Notes
* Salted margarine contains 7 mg of sodium per gram, therefore 2 oz of margarine contain 400 mg of sodium, which correspond to 1/6 teaspoon of salt.
I came to Vancouver in 2001, right after getting my Electronic Engineering degree. I had a six-month contract as a software engineer, joining an Italo-Canadian development team. Naturally, I was very excited for the professional experience that awaited me, but I was even more excited for the opportunity to discover a big new city in an enormous new continent – along with its language, its culture, and its food!
During my first few weeks, I trusted my Italian coworkers for food recommendations. They had been living in Vancouver for over a year already and had developed a liking for a pool of Asian and south Asian restaurants, but also for some Ethiopian and Greek establishments. I always loved discovering new cuisines, so I was happy to follow my coworkers around (also because I didn’t quite miss Italian food yet). During those days I learned how to use chopsticks and got to try a whole range of new dishes, including sushi – still one of my favorites.
When on my own, despite trying to expand my horizons to North American food, I kept going back to foreign food. Thinking of it, this is probably because “ethnic” restaurants were meant for foreigners – there, I could order my meal simply by pointing at a picture on the menu, or by reading the number next to it. In North American restaurants, instead, my Caucasian physiognomy was probably deceiving with regards to my language challenges – people expected me to speak English and therefore adjusted my words to their closest logical interpretation. This sometimes resulted in a different dish being brought to me instead of the one I ordered, like that time I was served a Caesar salad instead of a sesame salad, simply because I didn’t know the final ‘e’ in sesame is not silent.
Eventually, through trial and error, I learned how to order food. But I wasn’t totally immune to misadventure. One day, being quite desperate for something a bit more familiar, I stumbled into a McDonald’s and I distractedly ordered: “One cheeseburger and a beer.” In Italy every McDonald’s sells beer, so I mechanically assumed it would be an option in Vancouver as well. The guy at the till probably thought I skipped a word and gave me a burger and some kind of pop. Even though I realized quickly that it wasn’t beer (the fact that it came with a straw gave it away), I wasn’t really in a position to complain, as you can imagine. As I was eating my burger, I gulped down this strange soda. At first, I didn’t mind it, then I started experiencing the horrible feeling of having swallowed a cup of mouthwash! It took me months to realize that that day I had my first root beer. As of today, that root beer was my last!
I then moved from the hotel where I was staying into a small apartment. The kitchen wasn’t fully operative, but it had a microwave oven, so I thought I could try to cook some food for myself. Wandering around in a Superstore, I came across these large frozen “ravioli” filled with potatoes and cheese (the bag probably had the word ‘perogies’ written on it, but it didn’t register with me). The instructions on the package said that these dumplings could be cooked in the microwave, so I was hopeful they would be OK. I was completely wrong! These big, puffy semicircles were made of a thick, chewy dough which, despite having followed the cooking instructions, was definitely way undercooked and tasted quite funny. I ended up squeezing out the filling and eating it like mashed potatoes*.
“I was especially fascinated by the “marbled” one in which bright orange and pale orange cheese are twirled together.”
While at the Superstore, something else caught my attention. I noticed some big blocks of orange cheese, which I recognized as the same cheese that McDonald’s puts in its cheeseburgers. I had never seen the “real thing” in block-form before, and I was especially fascinated by the “marbled” one in which bright orange and pale orange cheese are twirled together. So, after the perogies disaster, I went to the fridge hoping to improve my meal by finishing it with a piece of cheese. Well, that night I realized that this crustless, rubbery orange product is not something you want to just eat with bread like you would for a piece of Fontina or Scamorza… it’s so dry that it’s almost impossible to swallow, and it really tastes quite bland.
After a few months of sushi, dim sum, moussaka, chicken korma, and unsatisfying cheese, my excitement for new foods was starting to wear off. One day, I suddenly craved pasta. Luckily, I happened to walk past a restaurant chain called: The Old Spaghetti Factory. Of course, I didn’t expect to find my mom’s pasta there, but I also didn’t expect it to be too different from it. After all, a pasta dish is a pasta dish, right? Not at all. I had found a completely different kind of Italian food. I was outraged! Spaghetti and Meatballs, Chicken Pesto Penne, Linguini Alfredo… I had never heard of any of these dishes when I was living in Italy. I had discovered a parallel universe!
“A pretty unappetizing one […] the portions were too big, the pasta was either drowning in sauce or looked pale and overcooked, and the sauces looked overly rich.” A pretty unappetizing one as well… the portions were too big, the pasta was either drowning in sauce or looked pale and overcooked, and the sauces looked overly rich. I ordered something which seemed a bit more familiar to me, clam linguini, but even that dish didn’t compare at all with the one I knew. I thought that maybe I had ended up in a strange “fusion” restaurant, but the more I looked around for other Italian restaurants, the more I became aware that they all served the same kind of unfamiliar dishes. “Don’t they know that Italians very rarely make spelling mistakes? It’s a phonetic language!”
Looking more closely at some of these self-proclaimed Italian restaurants, I was particularly surprised to find a slew of spelling mistakes printed on their menus, which I actually found quite offensive. Don’t they know that we have spell checkers in Italy? Don’t they know that Italians very rarely make spelling mistakes? It’s a phonetic language! In a few cases, I almost offered to correct the menus myself, but then I realized that maybe these errors were for the best after all, since they acted like unintentional warnings to native Italians, hopefully sending them off to the Chinese restaurant next door, perhaps with an equally misspelled menu, but that they would have never been able to call out.
Meanwhile, my first work contract had ended and I was offered a full-time job, which I actually still hold now, 15 years later. During the following years I kept running into distorted Italian food, and somehow Italian food was becoming even more popular in Vancouver. In 2010, I decided to have some fun and start a pretentious blog aimed at fixing Italian food in North America. In my opening post, I wrote: “I will say the proper ways to write the names of Italian dishes. And, from what I know, I will also try to say how the dish should look and taste… for sure I will say how the dish most definitely *shouldn’t* look or taste!”
This was just the beginning, though, and as I continued blogging my initial rant turned into something a bit more useful. I started investigating the root differences between the food of Italy and the food of North America, which are as much in the ingredients as in the culinary culture. I also learned that Italian-American food is a cuisine in its own right, historically rooted and not less authentic than the cuisine of Milan. However, I think that Italian-American food should be labeled as such, and I hope that going forward more restaurants and chefs will celebrate it by calling it out on their menus instead of labeling it as generically “Italian.”
Since I started the blog, however, things have begun to change. I am not sure I can take credit for it, but it’s indisputable that thanks to YouTube and true Italian food blogs people can get accurate descriptions of all kinds of cuisines directly from the people who grew up eating them. In this changing landscape, more and more Italian restaurateurs are discovering that they can be successful outside of Italy without compromising by adapting their menus to local expectations. As a result, the Italians abroad can more easily find the Italian food they’re familiar with.
I think that the new global awareness is also reflected in an increased availability of ingredients. Naturally, North America’s produce is still very different from the Italian because of climate and composition of the soil, but, at least in big cities, it is now easier to find Italian grocery stores and to cook traditional continental Italian without having to substitute any key ingredients. Overall, I don’t see this as globalization, but quite as the opposite – it’s a phenomenon which validates local realities and traditional cuisines, ultimately preserving them in their immense richness and protecting them from accidentally merging into one another. Cross pollination and fusion cuisine will of course still happen, but, hopefully, they will become more deliberate than they have been in the past. _____ * It took me years, but I eventually came across properly cooked east European perogies and discovered that they are actually delicious.↑
Squash risotto (or risotto con la zucca), is a traditional risotto common in all northern Italy. The squash gives an especially mealy texture, and a sweeter flavor to it, along of course with a beautiful orange color. But what is squash, exactly?
Along with melon, watermelon, cucumber, zucchini, pumpkin, and gourd, squash belongs to a plant family called cucurbitaceae. Even though they’re all fruits, with the exception of melon and watermelon, the cucurbitaceae are used as vegetables. There are two kinds of squash: summer squash (e.g.: zucchini, straightneck squash), harvested as they ripen in the summer, and winter squash (e.g.: acorn squash, butternut squash, spaghetti squash), harvested in fall, when they are fully mature, their seeds have dried out, and their skin has hardened. Winter squashes have historically played a significant role in the kitchen because they can keep for several months (lasting well through winter) and because when cooked they develop an agreeable flavor, and a starchy, mealy texture similar to sweet potatoes*. Out of the various kinds of winter squash, the sub-family called ‘cucurbita maxima’ is particularly notable because of its size. In Italy, it’s generally called zucca gialla o dolce (yellow or sweet pumpkin), an example of which is the zucca mantovana (Mantua’s pumpkin) used to make the renowned tortelli con la zucca (pumpkin tortelli). In North America, cucurbita maxima includes several common squashes: hubbard, turban, kabocha, buttercup, and banana squash. Banana squash is especially suitable for this recipe because of its moderate sweetness and firm texture.
*Harold McGee. On Food and Cooking: The Science and Lore of the Kitchen. 2nd edition (2004)
Squash Risotto, a Dish for Winter
Yield: 2 servings
Total Time: 25 minutes
Prep Time: 10 minutes
Cook Time: 15 minutes
Ingredients
250 g winter squash (e.g. banana squash)
¼ white onion, sliced
1 tablespoon of butter, olive oil, or a mix of the two
2/3 cup Arborio rice
2 ½ cups vegetable stock
½ glass white wine, at room temperature
20 g Parmigiano, grated
Salt and black pepper
Preparation
Finely chop onion and dice the squash.
Bring the vegetable stock to a simmer in a small pan.
In a larger pan, roast the onion in butter, oil, or a mix of the two until translucent, then add the squash.
Season with salt and cook until the squash is soft. Put a couple of tablespoons of it aside and keep warm, mash the rest with a ricer (or in the blender).
In the pan where the squash was roasted, add a bit more butter or oil, then toast the rice for a couple of minutes at medium heat until translucent. Add the white wine and stir until it fully evaporates.
Add the mashed squash and stir in the stock, one ladle at a time, allowing it to be absorbed before adding more stock.
Continue stirring and adding stock ensuring that the risotto and the stock continue boiling gently throughout the process.
After 15 minutes of cooking, at a time when the risotto is quite moist, remove it from the heat, stir in the Parmigiano, and let it rest for a minute.
Serve the risotto in bowls and decorate with the cooked squash and a sprinkle of black pepper.
I’m from northern Italy – only been to Sicily once – and I only had heard about this dish before moving to Canada. Thanks to my friends food-bloggers, however, this dish tickled my attention, I starting making it, and I think it has already become part of my repertoire! What I love about Pesto alla Trapanese is how fresh it tastes, and that it can be prepared quickly (as the pasta cooks) and pretty much all year-round (unlike Pesto alla Genovese which requires large amounts of fresh basil, which is best in the summer).
Since I’m far from an authority on this dish, I’m presenting a variation over Frank Fariello‘s rendition. Similarly, it makes use of uncooked cherry tomatoes that are mixed in with other ingredients in a blender – a method quite common these days, as opposed to using mortar and pestle (which is traditional and at the origins of the name “pesto”). Aside from the blending technique, I substituted Pecorino for the milder (though geographically incorrect!) Parmigiano, and increased the amount of almonds for a grittier and drier sauce.
Pesto alla Trapanese, with almonds and fresh tomatoes
Yield: 2 servings
Total Time: 15 minutes
Prep Time: 5 minutes
Cook Time: 10 minutes
Ingredients
6-8 (140 g, 5 oz in weight) cherry or strawberry tomatoes
1 garlic clove, minced
8 basil leaves
40 g (1 ½ oz) almonds, blanched (chopped or whole)
40 g (1 ½ oz) Parmigiano, coarsely grated
3 tablespoons extra virgin olive oil
140 g (5 oz) spaghetti, linguine, or even short pasta like farfalle or fusilli
coarse salt (1/2 Tbsp per liter, 2 Tbsp per gallon of boiling water)
Preparation
Bring a big pot of water to a boil.
Toast the almonds in a pan at high heat for a couple of minutes until they get some color, but before they turn dark.
Core the tomatoes and score their skin (see illustration on the side).
Boil the tomatoes for 20 seconds, then dip them in cold water to stop the cooking. Keep the water boiling, you’re going to use it to cook the pasta.
Salt the water and cook the pasta according to the instructions on the box.
As the pasta cooks, peel the tomatoes and squeeze them to remove seeds and excessive liquid.
In a blender, mix all ingredients so that they turn creamy, but still a bit coarse. I used an immersion blender and it worked very well.
When the pasta is cooked, drain it and put it back in the pot along with the pesto. Mix gently and serve immediately.
I’ve always wanted to talk about Panettone, Pandoro, and other traditional Christmas food in Italy. When Gino De Blasio suggested that we should do a podcast on the subject, I got very excited. We then arranged the recording, and my excitement can fully be heard in the show 🙂
In this episode, Gino and I discuss the difference between Panettone and Pandoro, and how such difference very much divides the Italians. We also mention a savory preparation called Panettone Gastronomico, which is traditionally served as an appetizer before the Christmas meal. Finally, we talk about ‘cotechino con lenticchie’ the traditional Italian New Year’s Eve dish, and the superstitions that surround it.
Gino and I would like to wish you happy and safe holidays, whether you’ll be having Pandoro or Panettone 🙂 Thanks everyone for listening and in advance for your feedback!
You can follow Gino on his website, as well as on Twitter.
Continuing on the series of transcripts, up next is the textual form of an old episode with my friend, writer Gino De Blasio. In this podcast, Gino applies his amazing storytelling to describe the origins of the Slow Food Movement, in response to the fast-food orientated mentality that was spreading in Italy in the ‘80s.
Hello and welcome to the audio blog, Paolo here for another episode of Thoughts on the Table with Gino De Blasio. Hi Gino, good morning, good afternoon actually today. How are you?
Gino De Blasio
Not too bad. Good morning to you Paolo. How are you?
Paolo Rigiroli
Good. Today we connected in the afternoon for Gino and morning for me. Much better, I have to say. Today, a-
Gino De Blasio
Everybody feels more polite.
Paolo Rigiroli
Yes, it’s more ourselves, I think, I hope. We’ll see. Anyway, yeah, today a different topic, today we’re going to talk about slow food and fast food. Gino, you were saying, you would like to start with some history of the slow food movement.
Gino De Blasio
Yeah, and I think it’s a fantastic area, fantastic moment in food history. You have to go back to, this is me now storytelling, so kids try and keep awake, so you have to go really back to the mid 1980s. It was a time where capitalism, free market economics was rife. You have the Reagan era in the States, the Thatcher era in the UK. It was really at the forefront of thinking. Communism was being broken down from the east slowly and surely.
Gino De Blasio
You have to think of this very wobbling time of what you could regard as really a capitalist machine, a capitalist model. What was behind that really in terms of food was fast food. Now, in 1986, at the height of this capitalism, the golden arches of McDonald’s sent Carlo Petrini into shock.
Paolo Rigiroli
Italy already had some fast food chains. There was in the north, I don’t know if it was widespread all over Italy or not, a chain called “Burghy”.
Gino De Blasio
Yes.
Paolo Rigiroli
A few of us would remember. “Burghy” is Italian pronunciation of “burgy” [from burger]. You were right, fast food was up and coming and a lot of people were interested.
Gino De Blasio
Yeah. There was this fascination because culturally, you just look at the films that were being produced. 1980’s Italy was probably what you would say at its lowest in terms of quality. Foreign films were all the rage. If you look at the 1980s films, they were really highlighted by the Spielberg era, the Back to the Futures. Which it was so popular, I mean it was popular everywhere, but in Italy people were talking about the Delorean because they were so fascinated about the car, all these things.
Gino De Blasio
That’s what it was embodying. That’s what it was trying to capture. I think Italy was trying to capture it through this idea of the food. Basically, Carlo Petrini, he started this movement in 1986 because McDonald’s opened on the Spanish steps.
Paolo Rigiroli
That was his first McDonald, is that right?
Gino De Blasio
I think that was the first McDonald’s in Italy.
Paolo Rigiroli
In Italy, that’s right.
Gino De Blasio
It was in a lot of ways being accepted. This will be the norm, and that was Petrini was against. In fact, he was against this idea that food isn’t being savored, both in the preparation and in the execution and in the tasting. He conjured up this brilliant movement called the slow food movement. Really, the way to think of it is take the recipes from old, from yesteryear, we’ve spoken about it in the previous podcast, La Cucina Povera, those elements, but bring them to the forefront of our imagination again. We spoke last week about the polpette in a sauce. Now, that is slow food. All of these things which are classical home and rustic dishes, that’s what the slow food movement started to bring back to our imaginations. It was moving away from this capitalistic drive, and a lot of people see it as this anti-globalization movement.
Paolo Rigiroli
Yeah, that’s part of it.
Gino De Blasio
In terms of food, it actually is because it’s taking the local ingredients, local chefs, and bringing it altogether. I speak with a smile in my voice because it is a fantastic, fantastic movement, and one which I think can be unique to every nation.
Paolo Rigiroli
Yes, yeah.
Gino De Blasio
It’s absolutely amazing, and I think if you were to look at, for example, there’s a … Can I say his name? The celebrity chef?
Paolo Rigiroli
Yeah, of course you can. Yeah, absolutely.
Gino De Blasio
Jamie Oliver with his Ministry of Food. That is almost going into the slow food movement in some regards. That’s about actually growing your own food, about making things basic in the kitchen, and giving people cooking lessons, which is what the slow food movement has become in Italy with Petrini’s latest Eat Italy.
Paolo Rigiroli
Yes, yeah.
Gino De Blasio
It’s that one world Eat Italy, all is one, Eataly. These are big complexes where people can go to learn about how you grow your food, how you eat your food, where your food chain comes from. It’s all part of this movement which is really, like you said, it’s trying to dig back into the past and say, “This is what it is, fantastic to have it.”
Paolo Rigiroli
It’s also behind the Salone del Gusto, the Salon of Taste that takes place in Turin in October. I think it’s every two years.
Gino De Blasio
Every two years.
Paolo Rigiroli
Yeah.
Gino De Blasio
Yeah, I remember reading something about like how it was they have all these competitions of regional cuisine and some of the things. In your experience, fast food in Italy, apart from the burger of the 80s, how is it regarded? How do you see it as being considered?
Paolo Rigiroli
Well, a lot of Italian food is fast by nature. A pizza takes 90 second to cook. Fast food doesn’t necessarily mean a bad thing. There are a lot of chains that do produce something that can be considered fast food, the Autogrill chain, or Spizzico, Ciao. These are owned by large organizations. Yeah, probably the slow food movement would have a lot against them. However, in my opinion, they do make something that is quite authentic. Overall, they provide a service which is useful when you’re traveling and often you’re driving around Italy, and stopping at the Autogrill is a very refreshing experience, and sometimes, you may even have a good meal. Actually, often you do have a good meal.
Gino De Blasio
Yeah, I mean, this is probably for another podcast about service station meals.
Paolo Rigiroli
Oh yeah, very interesting.
Gino De Blasio
Yeah, there’s a whole podcast in it, but the one thing that I will always get for my friends who travel to Italy, if they’ve ever had to drive a car, there will always be stories, firstly, how they were scared for their lives whilst driving, and the second one is how well they ate.
Paolo Rigiroli
Yeah. It is remarkable.
Gino De Blasio
It is amazing. You get such a variety, and it’s so cheap, which is the complete opposite to, well, in England where you look and get four times a price of what it would normally cost and it taste absolutely awful.
Paolo Rigiroli
Yes. I think Autogrill is relatively cheap compared to a restaurant but is fairly priced. I’ll have to say, it’s not the level of other fast food chains where really the race for the lowest possible price seems to always be there. Frankly, shocks me to see that you can get a burger for 1.75. One eats that not because it’s the best way to use the $1.75, but because it’s the fastest, the easiest way.
Gino De Blasio
I noticed there’s more McDonald’s in Italy.
Paolo Rigiroli
Yeah.
Gino De Blasio
I think people have become more accustomed to it. McDonald’s has had to change its menu for Italy. It’s now offering pasta, which you won’t find in England. I think it’s trying to cater for the local palate.
Paolo Rigiroli
Also, there is a place for a chain, especially in the big cities, when people live a very frenetic life and they need to get from Place A to Place B and grab lunch in-between.
Gino De Blasio
Yeah, and I think as long as the market demands it, there will always be a McDonald’s or a Burger King. I keep on saying McDonald’s but I think-
Paolo Rigiroli
Oh yeah, it’s not just McDonald’s.
Gino De Blasio
A generic fast food equivalent, which is why Spizzico has come about. People want a piece of pizza. It’s great idea. It’s a grab and go. It is what it is. It’s not the pizza which might be which my pizzaiolo makes.
Paolo Rigiroli
No, absolutely.
Gino De Blasio
Admittedly also, I get much better customer service from the Spizzico than I do from my pizzaiolo (laughs).
Paolo Rigiroli
Very good point (laughs).
Gino De Blasio
I’m usually getting a lot and lots and lots, into a lot of trouble with my pizzaiolo…
Paolo Rigiroli
We should be talking sometime about customer service in restaurants-
Gino De Blasio
Oh, that’s even another podcast… Yeah, we got service station, customer service.
Paolo Rigiroli
Yeah, I wrote articles on both my blog. You can read about my view of Autogrill and my view of customer service in restaurants. A lot of interesting considerations, I think, that one can make. A good travel guide for people that want to visit Italy and venture themselves into what customer service is or isn’t.
Gino De Blasio
Yeah (laughs).
Paolo Rigiroli
It’s all relative, I think we’re used to it a little bit too much in Italy. Personally, I think it could be better, but at the same time-
Gino De Blasio
I don’t think it’d be hard to improve.
Paolo Rigiroli
No. It won’t be hard to improve. I am the first to admit it and I am sorry. I apologize to all the people that didn’t get treated the way they do at home. However, people go to restaurants for the food more than for the hospitality. You go to somebody who is the owner. It’s not your host necessarily. It’s the person that owns the place, and you adapt to their customs and their rules, as long as they feed you what you know they can make and make really well. We’re willing to put up with that. Yeah, we should talk about it some other time, so much to say.
Gino De Blasio
So much. We’ve spoken at large about really the slow food movement. We’ve touched upon the fast food moment. Where do you see Italy now? Do you see it turning more towards the slow food or do you feel that we’ll be a cultural shift to more fast food orientated mentality? What do you see happening?
Paolo Rigiroli
I think that the slow food doesn’t need to be a movement in Italy, necessarily. There is a large resistance built-in with the Italians. Fast food would naturally be there and grow, reach its potential, but it won’t takeover slow food. There is no such risk. You may even start to see a Starbucks, just to name some more brands in this episode. I don’t think espresso will ever be lost in there and the many non-chains that make fantastic espresso in every Italian city. There’s no risk because of there’s such a at base palate that is entrenched in the people from Italy. You’ll occupy as much room as the Italian allow it to occupy, and then the rest will still be family dining and traditional restaurants.
Gino De Blasio
I certainly agree. I certainly think coffee, it’s not that I don’t think I’ll ever see a Starbucks, but I don’t ever think I’ll see the fruition of Starbucks or all the large chains. I think one of big thing would be trying to make people queue for their coffee. I can’t see that in Italy. I don’t think it would go down well, because of the culture where you walk in, you stand at the bar, within a minute, you’ve got your espresso.
Paolo Rigiroli
Yeah.
Gino De Blasio
The word espresso means quick. This morning I went to have a coffee in a chain and it took me nearly 8 minutes to get served and there was only one person in front of me. It is like, that just couldn’t happen. It just couldn’t.
Paolo Rigiroli
Yeah, it’s weird. It’s the double-edged sword of good customer service. If they’re too good with the person in front of you, it may get very, very slow. In Italy, it wouldn’t be acceptable. You know what you gain, you know what you lose too, because there’s no way you can have a conversation with your barista because he’s got to move. He’s got to get on the next one really quickly.
Gino De Blasio
As my granddad always say to me I many occasions, most things in Italy are slow, apart from the cars and the coffee. I think that’s different. Coming back to where we see Italian food moving, I think what would might be successful is something which is almost marks it really on a slow food ideology of the produce that we get is from a ten-mile radius from here. Things like that. I think that would see more success.
Paolo Rigiroli
Yeah, the ‘eating local’ idea, I think, would be welcome. It does already happen. In Italy, we’re fairly lucky that we can grow a lot of produce locally, not all of it, but some more than other, more northern countries where it’s harder to produce locally without expensive greenhouses. I think it may become more of a trend to advertise that and enforce it.
Gino De Blasio
Yes, yeah.
Paolo Rigiroli
Gino, I think we got to the end of this episode. It was a very fascinating discussion for me. I’ve learned a lot researching about it and talking about it with you, Gino, this morning. I hope that you people listening have enjoyed it. We’re looking forward to your feedback as usual. Please contact us. There are several ways, on the website, on my blog, disgracesonthemenu.com, on Gino’s blog….
As well as through our Twitter and Facebook handles. You will find them very easily on the websites. Thanks very much for listening. We’ll get back to you with another episode shortly. Bye-bye.
~~~ This article is available in narrated version. Check it out! ~~~
Every year, when I go back to Italy to see my family, I manage to squeeze in a visit to a mercato. As you may have guessed, the word “mercato” means “market”, but what’s a mercato (plural: mercati) to the Italians? I asked several friends from various parts of Italy to help me define it – the article you’re reading includes their collective observations.
The mercati are traditional neighborhood street markets that take place in most Italian municipalities and are as ancient as the cities themselves. Small towns tend to have a weekly mercato (on alternating weekdays among bordering towns) in a designated street or square (often called “Piazza Mercato“). Bigger cities instead tend to have several neighborhood mercati, some of which may occur daily (on weekdays and Saturdays) and take place in permanent structures that are either partially or fully covered (mercati coperti).
Produce stands usually occupy the biggest and most prominent section of the mercati.
In the mercati, street vendors set up their movable shops to cover a complete range of needs: from food, to clothes, to household items. The stores are generally open from early morning until early afternoon, but in big cities or for special occasions (e.g. patron saint feasts or Christmas celebrations) they may remain open until late. The mercati feature products for all budgets, from affordable consumables to high-quality designer items. Bargaining is acceptable though not as common as it was in the past, with the newer generations of customers being more used to posted prices.
“At the regular neighborhood market, you can buy all sorts of things, bargain, and you can also find prestigious brands and products, such as leather boots.[…] In Turin, there’s the biggest open market in Europe:Porta Palazzowhich has a covered area for meat, pasta, and fish.” Lucia
“Bologna has a covered market in the city center (The Herbs Market – Mercato delle Erbe), some permanent markets in the style of Alger’s kasbah (via Pescherie’s market […], Aldovrandi’s square’s market) and some temporary markets […], plus a number of neighborhood markets all over the city.” Nando
“In the past, all cities had covered markets. Now in the Emilia region, the only famous market left is Modena’s – a spectacular market with a lot of high-quality foods […] [which are] also sought after by tourists.” Ilaria from Ilaria’s Perfect Recipes
Even though supermarkets have become the main source of supplies, the mercati remain popular in Italy. One reason for their appeal is the reliable quality and competitive prices of their fresh produce. Italians are very demanding when it comes to food and select vendors based on an expectation of high quality and fair value. Since in the mercato vendors strive to form long-term relationships with their customers, they must honor such expectations.
Another reason for the popularity of the mercati is that small towns may otherwise not have enough stores to supply the local demand. This phenomenon has become even more significant in recent years since many small businesses closed due to the financial downturn and competition from out-of-town commercial centers and department stores.
The mercati are also outdoor meeting spaces.
Aside from the merchandise itself, however, a big part of the appeal of the mercati lies in their social function of being outdoor gathering places where people can meet. Those who visit a mercato are greeted by a cheerful atmosphere derived from the variety of merchandise and the excitement of bargaining. In small towns where the mercato only occurs weekly, the infrequency of the event intensifies the excitement.
There are mercati that specialize in a certain genre of merchandise, such as the famous “mercati del pesce” (fish markets) that are commonly seen in coastal cities, or the “ortomercati“, which are dedicated to fruit and vegetables. But the multipurpose mercati are the most common. In those, vendors are loosely grouped together by type, with fresh fruit and vegetables stands taking on the most prominent section.
Even a small Italian street market can feature a fully equipped coffee truck.
In most mercati, the space next to the produce is reserved for bakeries and deli trucks (selling fresh pasta, cheese, cold cuts, olives and other preserves, roasted chickens, and pre-made dishes). A few butchers and some fish trucks are also commonly seen in that area. As we move away from the core, the merchandise switches to clothes, including pajamas and underwear, as well as shoes and accessories such as belts and wallets. Then, it’s the turn of household items, including linens, curtains, mats, as well as hardware, tools, and cleaning products. Sometimes plants, seeds, and even birds, and other small pets can be found as well. Finally, in recent years, “coffee trucks” have been making an appearance even in small mercati, offering espresso and cappuccino, as well as croissants, pastries, sandwiches, and pizza by the slice. Some even feature a dedicated seating area.
Even though the produce sold in the mercati is often local, vendors may rely on nationwide distribution chains, and as such the mercati cannot be considered as farmers’ markets. In some big Italian cities, however, actual farmers’ markets have started to appear as stand-alone venues or as distinct sections in regular mercati. Just like in North America, farmers’ markets are associated with smaller production volumes, organic farming (agricoltura biologica), fair trade, and consequently higher retail prices. In Italy, however, farmers’ markets are still relatively uncommon, possibly because the majority of the Italians consider regular produce to be just as healthy.
“In Milan, the first farmers’ market, organized by Coldiretti [a national agricultural organization] opened in 2008 in the headquarters of the farmers’ cooperative (Consorzio agrario) of Milan and Lodi. The number of farmers’ markets reached 120 in Lombardy in early 2013.” Simona from Briciole
It has to be mentioned that mercati sell new merchandise and should not be confused with flea markets (mercati delle pulci) and other second-hand markets (mercatini dell’usato), or with antique markets (mercati dell’antiquariato). Most major cities do have such specialty markets as unique venues, though generally only monthly or seasonally.
“As for second-hand/antiques, in the area of Porta Palazzo there’s the Balon market, which has some rare pieces. The “Gran Balon”, takes place the second Sunday of every month, and there you really have the chance to find treasures.” Lucia
“Then there’s the «small» antique market of Santo Stefano’s square in Bologna [the second Sunday of each month, and the preceding Saturday].” Nando
The municipal police verifying all vendors’ permits.
In order to occupy a spot in the mercato, vendors need to apply for a permit with the city. During each mercato day, the municipal police go through the aisles to check that every vendor has paid their occupancy fees. They also check that there are no unauthorized salesmen offering merchandise of dubious origin (brand name imitations) or simply items of little value and high return margins such as lighters, string bracelets, plastic sunglasses.
In recent years, Italy has seen a sharp influx of immigrants. This new multiculturalism affects the mercati by more imported items being sold, and new vendors taking over some of the businesses. Some of those long-term relationships with the familiar vendors have been lost, and until new ones are established the mercati in some towns must wait to regain their neighborhood identity.
Beautiful stands in a yearly town fair. In the foreground: a stand showcasing artisan bread, olive bread, raisin bread, and panzerotti. In the background: a display of ethnic rugs, vases, and paintings.Freshly made polenta and fried fish are common treats in northern Italian fairs.
Some markets, however, have strongly maintained their traditions. This is the case, for instance, in the yearly fairs that many towns hold to honor their patron saints. Years ago, these town fairs were often the setting of small cattle shows (fiere del bestiame). Nowadays, instead, they are essentially big mercati, but with an emphasis on delectable and extravagant products such as cheeses and salumi from the various regions of Italy, marzipan fruits, torrone (nougat), croccante alle mandorle (almond brittle). You can also find an abundance of ornaments, toys, and even the latest kitchen gadgets! Some yearly fairs may also host traveling funfairs (giostre), with elaborate carnival rides.
Other yearly fairs, instead, celebrate a seasonal harvest and are sometimes called “sagre” (festivals). The products that are showcased may be sampled in dedicated food tasting stands (which are sometimes equipped like full restaurants) and are generally available for purchase at wholesale prices. For instance, the world-famous white truffle fair is held every fall in Alba, near Turin.
“[There are] also fairs that are centered on seasonal products. For instance, near Turin in October there’s the pumpkin fair.” Marta“They have fairs dedicated to some specific local food and its gastronomic specialties for each area. […] These are more like restaurant-style gastronomical stands (e.g. the truffle festival – “sagra del tartufo”, the garlic festival, the festival of the pear, of the asparagus, of the cappellaccio [a pumpkin-filled dumpling characteristic of the town of Ferrara], etc. […] You order food to be cooked by locals (renowned for their traditional cooking knowledge) and you sit at communal tables to eat.”Ilaria from Ilaria’s Perfect Recipes
The Oh bej! Oh bej! market held in historic piazza Mercanti, in Milan.
Finally, a different kind of seasonal market is, of course, the one that is held in many towns during the Christmas period. Mercatini di Natale (Christmas small markets) are especially dear to the Italians, in part for their whimsical atmosphere. Like other winter markets, they often feature warm treats including roasted chestnuts and mulled wine (vin brule). Naturally, they also focus on giftable items such as fine foods, clothes, accessories, and crafts.
“There is the Christmas market under the Portico dei Servi (which lasts from Santa Lucia, – December 8, but it opens on December 6th -, until January 6th) and the market of independent artisans [called] «Decomelart» in via San Giuseppe and one of sweets and random gadgets in via Altabella.”Nando
As part of the series: Italians of the World, I have the pleasure to interview the author of Christina’s Cucina: Christina Conte, a talented food blogger of Italian descent, born in Scotland and based in Los Angeles.
In this episode, Christina shares what motivates her as a food blogger, including the preservation of traditional Italian dishes. She also reveals one of her sources of inspiration in the development of original recipes.
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