An interesting datum that maybe is known only throughout the specialized market is that in the United States there is a huge market called “Italian Sounding” where lots of products coming from everywhere are presented as “Italian”. This fraud costs about 50 billions of euros. An example: last year while I was in New York I wanted to eat “pasta with pesto”; I went to buy some “Italian pesto” in a very famous gastronomy to realise reading the back label that it came from Chile.

Now, to regain this money there are a few solutions. One is to promote the wine and food products through TV productions dedicated to high level cuisine. Few times ago we talked about Martha Stewart, but we have to quote even “The Rocco Show”, of which I want to talk more in a future post….and the “America’s Next Great Restaurant”. A mix between a serial and a reality in which a group of future chefs get in competition to obtain the funding to realise their dream. The shootings will begin in a month and the anchorman will be chef Bobby Flay. In each episode there will be different locations to place the products, that will be managed not only in a professional contest but from a professional point of view. One month is enough to plan….