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					THE FOURTH EDITION OF TASTE, AT THE STAZIONE LEOPOLDA,
14-16 MARCH: 3 DAYS OF SAMPLING, DISCOVERING, BUYING AND TASTE(FUL)
EVENTS. AND THE CITY PRESENTS FUORI DI TASTE


TASTE, IN VIAGGIO CON LE DIVERSITA’ DEL GUSTO is the fair of tastes and ideas produced by Pitti
Immagine at the Stazione Leopolda in Florence. It is a unique tour dedicated to discovering the cultural and
biological diversities of foods. TASTE is the brainchild of Davide Paolini, famously known as the Gastronaut, one of
the most authoritative explorers of tastes.
At each edition, TASTE continues its adventure through the land of lifestyles. Today, more than ever, this territory
is made up not just of clothing and accessories, design items and travel but – above all – high quality foods and
wines. That is why TASTE is also a huge food oriented store, a free tour of tasting sessions and an opportunity for
cultural-gastronomic debates.

TASTE is a 5 stage journey that takes you through a Stazione Leopolda which features a rich setting
designed by the architect Alessandro Moradei:
- TASTE TOUR lets you discover and taste the firms’ products in order to become better acquainted with
our country’s gastronomic treasures;
- TASTE TOOLS presents the utensils, clothing and equipment for the kitchen, with names such as
Epifania, Gandini Foodwear and Mario Luca Giusti;
- TASTE PRESS is a selection of magazines and editorial projects dedicated to wine, food and food
culture;
- TASTE RINGS are the ideal arena for meetings and matches, organized and led by the Gastronaut, on
current and stimulating topics, feeding visitors ideas about taste and quality food;
- the journey ends with TASTE SHOP where visitors get a chance to buy everything they have seen and
tasted during the tour.

TASTE is a privileged meeting place for Italian and international members of the high end gastronomic
trade who are always on the lookout for genuine, original flavors, as well as an event for the vast audience of
quality food enthusiasts. The March 2008 edition was attended by over 7,300 visitors and enjoyed great
press and TV coverage.
Over 170 exhibitors, selected from Italy’s finest makers of outstanding and niche products – with extra
attention to the specialty specialists.
The EXHIBITORS at this edition include: Antica Corte Pallavicina, Barbero Cioccolato, Az.da
Agricola Czarnocki Lucheschi, Cioccolato Peyrano, Confetti Pelino, Distilleria Varnelli,
Donnafugata, Giordano 1938, Consorzio di Tutela del Pane di Matera I.G.P., Pastai Gragnanesi
Soc. Coop., Pastificio Benedetto Cavalieri dal 1918, Pastificio Caponi, Prosciuttificio Dok Dall'Ava
srl, S. Ilario, Rondolino Società Cooperativa Agricola, Salumificio Mec Palmieri, Torrefazione Caffè
Lelli, 3 C di Pistocchi Claudio e C., Ursini srl, DA RE Spa - I Bibanesi, Giraudi srl, Birrificio
Baladin.

Pitti Immagine srl
via Faenza 111 _ 50123 Firenze _ tel. 055 36931 _ fax 055 3693200
www.tastefirenze.it _ www.fuoriditaste.com
taste@pittimmagine.com _ stampa.italia@pittimmagine.com _ stampa.estero@pittimmagine.com
THE SPECIAL EVENTS AND PROJECTS
THE JEUNES RESTAURATEURS D’EUROPE WILL BE THE SPECIAL GUESTS AT TASTE
On the occasion of their annual meeting, the Italian chapter of the prestigious JRE (Jeunes
Restaurateurs d’Europe) selected TASTE and the Stazione Leopolda to host the event welcoming their
European colleagues. They will be the protagonists of a series of events on Sunday, 15 March: first a
Taste Ring dedicated to a topic dear to the collective heart of JRE, then a welcome cocktail followed by
a guided tour of the TASTE exhibitors – and their products, naturally – and a special dinner.

BON SOUVENIR, THE EXHIBIT-INSTALLATION BY PAOLA NAVONE
A big and very striking installation inside TASTE will be the special backdrop for t he TASTE risto-bar,
showcasing what Paola Navone has created especially for TASTE in cooperation with Richard
Ginori, Italy’s oldest and most famous porcelain factory. Ms. Navone, famous architect and designer,
has created a limited edition of ceramic plates, based on the concept of the commemorative plates
that used to be made for special events and anniversaries decorated with artistic interpretations of the
TASTE exhibitor logos – a very original tribute to the fair’s true protagonists.

THE SPECIAL AREA DEDICATED TO CRAFT BEERS
One again, TASTE will feature a special area dedicated to the best Italian craft breweries, with names
such as: Almond 22, Birrificio del Ducato, Birra del Borgo, Birrificio Lodigiano, Birrificio Barley,
Birrificio l'Olmaia, Birrificio Bruto, 32 via dei Birrai e Birrificio Baladin.



THE TASTE RINGS
The Taste rings are a series of meetings organized and moderated by Davide Paolini to nourish ideas
about taste and quality foods.

**SATURDAY, 14 MARCH
_12:00 noon: “Processo alla Pasta. Come si spiega il prezzo del grano in discesa e la pasta in
salita?”
Pasta on Trial. How can we explain the rising price of pasta against falling wheat prices?
The ring will focus on how pasta gets from the wheat field to the table, to understand how to support
wise purchasing and above all, how to recognize the quality of one of the staples of the Italian diet.

_ 4:00 p.m. “DOP E IGP. I marchi di tutela servono per vendere meglio?”
“Do the PDO (protected designation of origin) and PGI (protected geographical indication)
certifications really improve sales?”
A debate to help understand whether protecting the genuine nature of some food products with these
marks increases the products’ value and helps conquer markets.

Pitti Immagine srl
via Faenza 111 _ 50123 Firenze _ tel. 055 36931 _ fax 055 3693200
www.tastefirenze.it _ www.fuoriditaste.com
taste@pittimmagine.com _ stampa.italia@pittimmagine.com _ stampa.estero@pittimmagine.com
**SUNDAY, 15 MARCH
_ 12.00 noon: EVENT: “ACETO SOPRAFFINO® DEGLI ESTENSI fa il suo ingresso nei cocktail
classici.
SOPRAFFINO Vinegar enters the world of classic cocktails. Presentation and tasting.

_ 3:00 p.m. “Chef e produttori: è possibile un’alleanza per ridurre i costi?
Si può creare un’alleanza tra chef e produttori per migliorare la qualità e per avere costi minori ?”
- Chefs and farmers: can they form an alliance to reduce costs?
Can chefs and farmers form an alliance to improve quality and reduce costs?
Invited participants: the president of JRE and member chefs, and the TASTE exhibitors

FOR THE FIRST TIME EVER, THE MINISTRY FOR AGRICULTURAL, FOOD AND FOREST POLICY
[MINISTERO DELLE POLITICHE AGRICOLE, ALIMENTARI E FORESTALI] WILL BE REPRESENTED
AT TASTE WITH A STAND OF ITS OWN!
The Ministry for Agricultural, Food and Forest Policy will be participating in TASTE with an info -point
presenting the ministry’s work related to the agro-food industry, food conservation, food safety and the
new campaigns targeting consumers and schools.


… and also at the Stazione Leopolda:

THE MAX PHOTO EXHIBIT: TONI THORIMBERT INTERPRETS THE PROTAGONISTS OF TASTE
Visitors to TASTE will have the opportunity to see Toni Thorimbert’s photo’s for the latest issue of the
magazine MAX published by the RCS group. The famous fashion and lifestyle photographer has
immortalized the owners of the TASTE firms, making them real stars of a very special photo shoot – the
exhibit-installation will be staged at the Stazione Leopolda.

RICCARDO BARTHEL CREATES THE PRES AREA AT TASTE
The press area at this edition of TASTE will be situated in an elegant kitchen designed by renowned
Florentine furnishing and design firm, Riccardo Barthel. Members of the press will be able to enjoy food
and beverages…just like in a real kitchen!.

GENUINE SPECIALITIES FROM THE TOWN OF SALEMI
SalemiPepemi products will be among the protagonists of this edition of TASTE . SalemiPepemi is the
brand of the Town of Salemi where Davide Paolini is the Commissioner for Taste and Distaste
(Assessore al Gusto ed al Disgusto) and the products will have a dedicated stand. Vittorio Sgarbi and
Oliviero Toscani, Mayor and Commissioner for Creativity, respectively will also attend. The Fuoriditaste
agenda includes an evening at the Ristorante Terrazza Bardini, featuring… foods from Salemi.

THE GIUNTI EDITORE BOOKSHOP
Giunti, the famous Florentine publishing house will be at TASTE with a special bookshop devoted to
foods and taste and will present a series of new titles.

THE READING ROOM: FOOD MAGAZINES FROM ALL OVER THE WORLD
Another special area at TASTE will feature a selection of the world’s most important food magazine.

Pitti Immagine srl
via Faenza 111 _ 50123 Firenze _ tel. 055 36931 _ fax 055 3693200
www.tastefirenze.it _ www.fuoriditaste.com
taste@pittimmagine.com _ stampa.italia@pittimmagine.com _ stampa.estero@pittimmagine.com
THE NEWS: FLORENCE HOSTS FUORIDITASTE
The big news at this edition is Fuoriditaste, [Beyond Taste] a rich program of events in Florence to be
held concomitantly with the fourth edition of TASTE.

Fuoriditaste is the program of off-site meetings, entertainment, cultural and promotional events that
will take place in public and private venues, indoors and outdoors around the city – concerning not only
excellence in eating and drinking, but everything that is related or relatable to the huge galaxy of taste
and the pleasures of the “good life”.

The rich calendar of events is not limited to restaurants, wine shops and cell ars, specialty food stores,
craft ice cream shops, markets and street-food vendors, trendy bars and hotels, but includes art galleries,
museums and associations that make up the city’s cultural life and want people to become acquainted
with them or simply have their say about research and new taste adventures.

It’s just another step for Florence in establishing itself as one of the true homes of tradition, production
and contemporary experiences in taste, food and quality living.
For information visit: www.fuoriditaste.com

"Discover the new Toyota IQ at FuoridiTaste thanks to the courtesy car service by BI AUTO”


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TASTE. IN VIAGGIO CON LE DIVERSITÀ DEL GUSTO
14-16 March 2009
Florence, Stazione Leopolda - V.le Fratelli Rosselli, 5
Open to the public
Hours: 10:30 a.m. – 8:00 p.m. (Monday 9:30 a.m. – 4:30 p.m.)
Admission € 10 for the general public
Admission € 5 for members of the trade
For more information: www.tastefirenze.it

Produced by
PITTI IMMAGINE SRL
CENTRO DI FIRENZE PER LA MODA ITALIANA

Official Sponsors:
BANCA CR FIRENZE
UNIONCAMERE TOSCANA

In collaboration with
STAZIONE LEOPOLDA
GASTRONAUTA

TASTE is one of the events celebrating the 150th anniversary of the Florence newspaper
LA NAZIONE.
Pitti Immagine srl
via Faenza 111 _ 50123 Firenze _ tel. 055 36931 _ fax 055 3693200
www.tastefirenze.it _ www.fuoriditaste.com
taste@pittimmagine.com _ stampa.italia@pittimmagine.com _ stampa.estero@pittimmagine.com

				
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