Taste no. 6 in Florence from March 12th till March 14th


Photo by F. Guazzelli



3 days of sampling, discovering, buying, events and lifestyles dedicated to taste.

And, for one week, Florence is “Fuoriditaste”

From 12 to 14 March 2011, at the Stazione Leopolda in Florence, Pitti Immagine presents the sixth edition of  TASTE. IN VIAGGIO CON LE DIVERSITÀ DEL GUSTO, the fair dedicated to excellence in taste and food lifestyles.

For this edition, Taste has grown in terms of the main exhibitors – there will, in fact, be around 240 specialist and niche companies presenting their products to the public of enthusiasts, a 20% increase with respect to the last edition – as well as the exhibition spaces which will now also encompass the Alcatraz area of the Stazione Leopolda, with a series of special projects and events. Once again the layout for this edition will be curated by architect Alessandro Moradei.

Over the years, Taste has become an amusing and absorbing experience for members of the gastronomic and catering trade as well as the general public, who can embark on a multi-sensorial journey to discover the myriad ways in which we express and experiment with taste today:


Photo by F. Guazzelli


_ Taste Tour the itinerary that gives visitors a chance to sample the products proposed by the companies exhibiting at Taste, where it is possible to learn more about the gastronomic treasures of our country: from cream of black truffle soup to fish ‘matriciana, from Chianti salame to tuna bresaola, from handmade dry egg pasta drawn through gold dies, to Pecorino cheese with saffron, balsamic vinegar chocolates and Taggiasche olive jam…

_ Taste Tools: food & kitchen design utensils, clothing and technical/professional equipment for the table and kitchen;

_ Taste Shop: the shopping area where you can buy everything that you see and taste during the tour, a kind of department store of exclusive food products;

_ Taste Ring: a series of talk shows and meetings with the protagonists of contemporary food culture, dedicated to the hottest and most curious food lifestyle themes, interpreting the current situation and anticipating future trends;

_ Taste Press: the area that presents a selection of magazines and publishing projects dedicated to food and wine distributed at the Stazione Leopolda during the fair.


Photo by F. Guazzelli


The result of Pitti Immagine’s collaboration with “Gastronaut” Davide Paolini, Taste has become a regular salon of Italian taste, a meeting place for all the top Italian and international members of the high end gastronomic trade, as well as a lively attraction for the increasingly demanding audience of quality food enthusiasts.  The last edition was attended by over 10,000 visitors, and enjoyed great press and TV coverage.

For this reason, and because of various events scattered around the city as part of FuoriDiTaste – the program of off-site meetings that encompasses the whole of Florence with various related initiatives and events – Taste has become an original and unique observatory on this incredible world of food that is unlike any other event to be found in Italy or Europe.


Photo by F. Guazzelli


The exhibitors at this edition include:

7gr.– Sevengrams, Amedei Srl, Antica Macelleria Falorni, Artigiano Pastaio “Cav. Giuseppe Cocco”, Az. Agr. San Pietro a Pettine, Baladin, Barbero Cioccolato, Biscottificio Antonio Mattei – Deseo, Casa Barone,Caseificio G. Pinzani Srl, Cipriani Food, Domori, Fossa dell’Abbondanza, Friultrota Srl, Ghezzi – Genuine Tradizioni di Mare, Giraudi Cioccolato Artigianale, Giusto Manetti Battiloro SPA, Luigi Guffanti Formaggi 1876, Guido Gobino – Relanghe Quatordes, I Peccatucci di Mamma Andrea, Il Borgo del Balsamico, In.Gredienti, Koppert Cress, Krumiri Rossi, La Fattoria di Parma, Macelleria Fracassi, Macelleria Norcineria Sergio Falaschi, Macelleria Salumeria Zivieri Massimo, La Nicchia Pantelleria, Officina – Moreno Cedroni, Pane di Matera I.G.P., Pastificio Benedetto Cavalieri dal 1918, Pastificio dei Campi Srl, Prosciuttificio Dok Dall’Ava, Schooner, Scyavuru Aziende Agricole, Tartuflanghe, Ursini, and Verrigni – Antico Pastificio Rosetano.


Photo by F. Guazzelli



For this edition, the section that Taste dedicates to food & kitchen design objects, clothing, technical and professional equipment for the table and kitchen, will be held in settings that have been recreated for the occasion by the Florentine Riccardo Barthel interior design brand.  The names presenting their collections include: Amblekodi SAS Tessile in Canapa, Epifanie Srl, Gandini Foodwear, Mario Luca Giusti Peterich, MBT, Riccardo Barthel and Tablecloths.it.


Photo by F. Guazzelli


The special projects at this edition:

ITALESSE, a special partnership with Luca Nichetto

As usual, the Taste route will feature a partnership between an historic tableware design company and one of the most interesting names on the Italian creative scene, who will provide the theme for the Risto-Taste setting.  At this edition, the protagonists will be the Trieste-based company, ITALESSE, and designer Luca Nichetto, directed by Cristina Morozzi.

King of Catering: an award dedicated to the best international catering and banqueting companies

King of Catering promoted by Bisol is the new award for catering and banqueting companies that selects the best productions of the companies in this sector for 2010. The award will be celebrated at Taste with a special event plus a series of awards assigned by a prestigious jury on March 12th. The subscriptions close on February 28th. (see enclosed press release)


Photo by F. Guazzelli


The Guido Tommasi Editore “paper market” at Taste

The Guido Tommasi Editore publishing house, which specializes in sophisticated cookery books, has worked closely with the Studio Museo Achille Castiglioni, Fedrigoni Carte and Fontegrafica to prepare a special project for Taste.  This will feature a special edition of books from the “10 modi di…” [10 ways to..] collection, a series of elegant publications – each one of which is dedicated to a type of food and how to cook it, using paper and colors that recall the foodstuff in question – which will be presented with special packaging for the occasion.  Visitors will be able to discover these books, along with the publisher’s many other products, in a layout created by the Studio Museo Castiglioni: an original, brightly colored book market. (see enclosed press release)

Movie Food: the photographic project for Taste from D La Repubblica magazine

D La Repubblica magazine will be presenting an exclusive photographic exhibition at Taste 2011. This is the title of the exhibition: “MOVIE FOOD. Persone, luoghi, ingredienti, colori, gesti e ritratti. Un nuovo modo di condividere il cibo” [MOVIE FOOD, People, places, ingredients, colours, gestures and portraits. A new way of sharing food].


Photo by F. Guazzelli


Primi D’Italia: Io donna celebrates 150 years of Italian Unification

Io donna is celebrating the 150th anniversary of the Unification of Italy by paying tribute to its strongest roots: culinary traditions.  It will be presenting four symbolic first course dishes from the North to the South of the country, including the islands, interpreted solely using the ingredients that best represent the wealth and values of Italy.  Photographed by Maria Vittoria Backhaus, settings by Sergio Colantuoni and accompanied by recipes (provided by Maria Grazia Borriello, editor-in-chief of the magazine’s “Io Assaporo” section).

Around the world in pictures for Sette – Corriere della Sera

For a year the great photographer, John Stanmeyer, traveled around the world to look at the causes and effects of increased food raw materials prices, a phenomenon closely linked to the increase in the world’s population. The result is a hard-hitting photographic reportage with a high visual impact that is also a reflection on social problems, which the Corriere della Sera’s magazine, SETTE, will be presenting to visitors at Taste. A photographic exhibition, with images selected by the photo-editor Chiara Mariani, which will open at the Stazione Leopolda with SETTE Director Giuseppe di Piazza.



Photo by F. Guazzelli


THE TASTE RINGS for this edition:

_A ring with I Cavalieri della Cucina Italiana [Italian Cuisine Knights]

Taste’s cultural-gastronomic areas, organized and led by “Gastronaut”, Davide Paolini, will bring together some of the top experts and VIPs from the world of food to discuss the hot topics of taste and contemporary food culture. One of the Taste Rings will be held in cooperation with the Cavalieri della Cucina Italiana, an association – born from the need to preserve and develop the chef profession and the Italian cuisine image – that gathers 15 of the most important chefs of the peninsula. The ring title will be “Pane al pane”, focusing on a key theme of gastronomic culture, bread and yeast, ethics and craftsmanship.

_ A meeting with the “Grandi Vecchi del Vino”

Davide Paolini, the “Gastronaut”, will meet the “great old men” who have made Italian enological history – the term “old” refers not to their age but to their great knowledge and professionalism – in order to talk about their wines and share their extraordinary heritage of experience with the public attending Taste.  With the participation of Giorgio Grai (doyen of the Alto Adige enologists and one of the sector’s most knowledgeable and sensitive representatives, with half a century of experience in various regions of Italy), Ezio Rivella (for years president of the World Association of Enologists and, subsequently, a manager, entrepreneur and wine producer, from Umbria to Chianti to Maremma, as well as president of the Brunello di Montalcino consortium), Franco Zilliani (Managing Director and President of Guido Berlucchi & C. SpA, Member of the Board of Directors of Federvini) and Giacomo Tachis (undisputed protagonist of the rebirth of Italian wine, former technical director of Antinori and the creator of Sassicaia, Tignanello Solaia, amongst others), plus journalist Carlo Cambi who will be presenting the book “Sapere di vino”.


Photo by F. Guazzelli



Also to be seen at Leopolda:

Participation  of the “Ministero delle Politiche Agricole, Alimentari e Forestali”

This edition will also be attended by the Italian Ministry of Agricultural and Forestry Policy, with an institutional information point presenting the Ministry’s activities in the field of consumer information and food education.


The World Championship of Mortar-made Pesto

During Taste, the second “Genoa Pesto World Championship” will be held at the Stazione Leopolda, a competition for champions in preparing this famous Genovese specialty. The company “Il Genovese” will be holding a preliminary heat which will be valid for participation in the IV “World Championship of Mortar-made Pesto”.


Photo by F. Guazzelli



…and Florence lights up with taste,

with the FUORIDITASTE events


FuoriDiTaste is a program of off-site meetings: a calendar of food and wine events involving the whole city of Florence during the week of Taste, featuring the city’s restaurants, specialty food stores and boutiques, art galleries, theaters and museums.

At the last edition, FuoriDiTaste was a great success with public and critics alike, and featured around 100 events in some of the city’s top locations.

FuoriDiTaste will transform the city of Florence through a series of events dedicated to food and quality cuisine. (see enclosed press release)


Milan, February 16th 2011


12-14 March 2011

Florence, Stazione Leopolda – V.le Fratelli Rosselli, 5

hours: 10.30 a.m. – 8.30 p.m. (Monday 9.30 a.m. – 4.30 p.m.)

Admission: € 15 for the general public (valid 1 day)

€ 8 for members of the trade (valid the 3-days of the fair)


Photo by F. Guazzelli






Produced by:




in collaboration with



under the patronage of




Official Sponsorship by

Banca CR Firenze


Technical Sponsorship by

Acqua Plose


Official supplier

Ego Communication Soluzioni Informatiche



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