A few days ago ended the 4 'edition of Olio Officina Food Festival, the event in Milan Direct dall'oleologo and writer Luigi Uploaded starring oil from olives. A format dedicated to in-depth, debates and tastings, Every year aim to disseminate good food culture to encourage the consumer to an informed choice.

During the day I attended, Many insights on which to compare to the promotion of a major production Italian who lives a difficult season. Here I will focus on some moments that I believe deserve attention and reasoning weighted.

• The management of the oil at the restaurant.

One of the key arguments for a proposal that favors the extra virgin olive oil quality. The role of the restoration in this case is of significant importance.
Educating the customer towards a conscious choice depends greatly on how it is presented a product. This also means training of employees and a comparison with the world of production through meetings and training courses that prepare for this task.

• The blending.

With Marcello Scoccia, vice president ONAOO (National Organization of Olive Oil Tasters) there was talk of blend, that is the art of assembling cultivars for sensory profiles that meet the customer. Even if you do not like it at all,  blending is not intended as a sophistication. This task is in fact acquitted taster experts.

The management of the oil at the restaurant

• Single Dose of extra virgin olive oil at the restaurant.

An interesting idea repeatedly discussed, that farms can take to present itself to consumers through restaurants. A single dose at a nominal price to be known and spread so the productions of extra virgin quality, making it possible for consumers to place orders directly to businesses.

• Cap antirabbocco.

Here you touch a sore spot. There is in fact who it deems just a tease for the consumer, Having regard to the use of lower quality oils that 'sometimes’ are used in the kitchen during the preparation of the dishes. Personally, to prevent a bottle with a label notes is repeatedly filled with oils questionable, I promote undoubtedly the adoption of this cap. On the rest of the professionalism of the restaurateur makes the difference. As pointed out by a member of the audience present at the debate, Japan, country that I appreciate more and more, much prefer to favor investment in culture industry. Who wants to understand wishes.

• Food and Children.

With Giovanna Ruo Berchera, cooking teacher, there was talk of children who refuse food for reasons not related to taste. Playing with food tying them to the stories, unknowingly creates emotions that are stored in the memories. Involve them in the preparations, in addition to amuse, helps them overcome the mistrust and win. I defy anyone not remember a food memory linked to a childhood memory…

• Eros and food.

The oil feeds eros. This is the theme of the 4′ edition of Olio Officina Food Festival. Even the bread is eros. Simona Lauri, and technical consultant for bakery, with Joseph Capano, chef and consultant kitchen, he told a food that I love very much, crafts and rewarding, that gives me pleasure and wellbeing brought me back to the values ​​of a time. My advice is to carefully choose the bakers who prefer quality flours. In return we will have baked goods that make our days more rich in goodness and health.

 The bread, a warm body that is life and passion. Simona Lauri

Maximum Occhinegro, international marketing expert

We have just completed the latest edition of Olio Officina Food Festival, the event created and directed by Luigi Uploaded tended to promote olive cultivation in all its forms. Many of the insights, su cui, with the protagonists of the supply chain, discuss and think for a better approach and involvement of consumers towards quality production.

From which then ? The best way in my opinion, is to understand what is in the eyes of the consumer's vision of extra virgin olive oil. Although he is doing very, confusion still has the best clarity on this product that requires.

After listening to the intervention of Antonio Iaderosa, Director ICQRF Milan and Brescia (Central Inspectorate of Protection of Quality and Fraud Repression of food products), and that I stayed with him at the end of the debate to discuss some points, I found that, both between manufacturers and between restaurateurs, There are still many doubts.

Therefore, starting from a good production of extra virgin olive oil Italian, the next step and of fundamental importance, is the way in which it is presented and communicated. Let's start from the label. As I said Antonio Iaderosa, in addition to writing the manufacturer, the country of origin of the olives (you can not enter the names of the Italian regions) and the details related to the company, is the optional choice to write the cultivar.

Well, Some manufacturers have made me the present, however, the description on the label that also depends on the discipline of 42 PDO (the number of which for me, and not just for me, is too, and creates confusion). Standardize the 'basic info' for all PDOs would not be a good thing? Should not vary only with respect to the territory to which they relate?

Another form of communication can help to promote quality oil, as pointed out during the Festival Luigi Uploaded, could also be the introduction of real 'oil bloggers', that, with an approach closer to the people, could be a valuable aid in this direction.

Also discussed was the well-known top-up stopper anti rejected by the European Community. The introduction would prevent the subsequent filling by restaurateurs incorrect, offering tables bottles of extra virgin olive oil by well-known manufacturers, alas filled with poor quality oils. Operation among other, as well as incorrect, also detrimental to the image of the company in question. I recommend, choose caterers virtuous!

Of course, I speak as a consumer passion that informs. I am convinced that, for a choice of extra virgin olive aware, it is important to focus on simplicity and clarity. If they are the same producers / restaurateurs do not have clear ideas, yet we wonder if there is confusion among consumers?!

These were intense days spent in those Olio Officina Food Festival. Days of knowledge,  di culture, of art, music, dances, meetings and… from the many smiles!

But I want to tell you better ...

With the inauguration of the festival last Thursday 24 January, as they say you are open dances. "Paese d'honor 2013″ l’India, both as a consumer of oil, both as a country farmer of olive groves for the production of oil. This attention to olive oil comes from the fact that India is the first country in the world to incidence of cardiovascular disease. Are well-known factors that influence in this sense these pathologies: arterial hypertension, hypercholesterolemia, smoke, diabetes, obesity and physical inactivity. Two tablespoons of olive oil are an effective quality medical facility to counter these diseases.

This edition of Oil Workshop was devoted to women, looking at the female side of the oil. About intervened Rosalia Knights, Professor of Semiotics and Theory of sign language studies at the University of Messina, emphasizing how the biology attests to the greater olfactory sensitivity female. We must relearn to sniff. Our mind is now tainted by the images that we often incorrectly condition. Go over, sniffing and not judging only on the outer…

"Distracted by a mentality visual-acoustic, We have relegated the smell of the senses 'minor'. Rosalia Knights "

Many women oil, but not only that ... I had the pleasure of seeing the dear Laura Turri I met recently visiting his oil mill in Cavaion Veronese, Gabriella Stansfield President of Women Oil, Mary Adelaide of Bertacco 'The. Agr. Hills of Marostica, Dawn of Guarini Masseria Patches Galleys (BR), the lovely Paola Fioravanti President of 'Mediterranean Union Oil Tasters and Maria Elena President of Curtius'National Association of Cooks at home.

 A meeting in particular I was very excited ... A friend and a woman whom I respect for the depth of the thoughts, and I've had the honor of reading the intimacy of our private deeds. Lei è Alessandra Paolini's Agricultural Society Doria (CS), Woman oil.

I do not have a mill company ... I make enormous sacrifices to talk to my mill so follow my disciplinary, My times, le mie convinzioni… faccio chilometri nella campagna olearia e me ne vado a molire molto lontano dalla mia azienda con costi umani ed economici notevoli, in nome della qualità che io volevo… Io il mio mondo lo vorrei in una zolla…Alessandra Paolini

Reunite Jeanne Perego, the insalatologa for excellence, it was a real pleasure. I love salads, those rich, with many ingredients and seasonings, more than outline, real main dishes rich in vitamins! His new book tells well 365, a day throughout the year and for all tastes!

He had reached the turn of Antonella and Viviana Varese. Due sorelle, due chef, and two dear friends ...! The theme of their intervention was developed on the right choice of oil for cooking fish from the lake and sea. Two sisters restorative: “Antonella with his house in Manerba del Garda “Dahlias and Beans” gestito along with fellow chef and Fabio Mazzolini, and Viviana with her "Alice's Restaurant” a Milano”.

Finished the intervention of Antonella and Viviana, a feeling of stomach hole made us realize that it was time for lunch. Just enough time to call a taxi and we were in a sprint from "Alice" restaurant Viviana Varese. In the intimacy of a small room underground had lunch between confidence and smiles like a long time we could not do for the mutual commitments. Once finished, ready to return to the festival, Viviana stopped me and told me: "Look at 'back here!” Sono scoppiata a ridere quando ho letto alcune frasi umoristiche sul retro della porta della cucina. Un click e… via!

Speakers of the issue relating to the oil Guides, l 'oleologo Nicola Perrucci and Maestrod'olio Fausto Borella. Recentemente ho fatto a Fausto un’intervista con domande semplici per risposte semplici, I like it. We carry a:

• I quote a statement heard in your speech that I fully agree: "The farmer's oil supply chain cost him at least ten euro per liter. An olive oil that costs three euro is not an extra virgin olive oil, but only a lie to the consumer ". At this point I ask: But an oil with this cost as obtained?

Through sailing ship oil to the best Italian ports. Or through an uncontrolled oil is not certified South invading the Italian regions to the Alps.

The advice from the consumer Fausto redirected towards a conscious choice of an olive oil quality, is trying to choose one of the 44 Italian DOP which has a cost of about € 6-8 for 50 cl.

Another meeting was happy with the sympathetic Elia Fiorillo, President of Ceq, Consortium to guarantee the quality of extra virgin olive oil. Elijah explained to me that this non-profit organization, is open to all operators in the olive, producers, packers and distributors to promote and revive the chain Italian olive oil quality.

It was the time of the last goodbyes ... I had the pleasure to meet in person Maximum Occhinegro Marketing expert, with which a few days before floundering on the web and oil quality. I re-embraced Fausto Delegà, intervened on the sweet synergy between oils, have, api e ulivi. With Gianpiero Rorato, journalist and writer of Motta di Livenza (TV), I recalled my home country I carry in my heart. Last but not least, I said goodbye to my great friend Ancona Richard Pilesi, Marketing food & wine.

It was my turn ... It was up to me, and to Laura Pantaleo Lucchetti intervene. The theme: "The food will free your mind". Ready, via!

I remember that, when Louis a few months ago he asked me to intervene on olive oil seen by the consumer of the food web and the communication I said to myself: "Beautiful challenge!"Challenge that I took a lot of effort with reading texts, probing against people, and visiting OLEIFICIO ...

And 'well known how little there is in Italian culture in the world oil, rather, in the world oil, since we actually over 530 cultivate, but we still call the oil in the singular.  La gente conosce l’olio d’oliva, not according to the area of ​​origin and the cultivar, but according to the manufacturer's name. Why not put in plain sight some more information on the origin?!

The truth is that, Who can if the power of attorney by relatives or friends directly in the places of production, while for those who procures at large retailers the choice falls on or offered for olive oil for cooking, or the most well known brands for use in raw. Some make no mistake they told me that they buy the oil with the highest price. This will never be a conscious choice ... ?!

That said, I promised myself to take advantage of my speech to make very specific requests that help people towards a more informed choice of olive oil:

• For Communicators I ask more simplicity in the words. Often insist on this concept because the important thing is to do good culture of the earth with simple words, to reach people. People still call the olive oil quality, "The good oil". The term "extra virgin olive oil" now so used, to most people is still unknown (evo: andxtra inergine d’theiron).
  
• To Olivicoltori I ask you to organize more events degustativi to tell people their own oil. As said Veronelli: “The oil like wine. The olive tree as the vine."In addition to" Open Cellars "why do not you do ..." Oil Mills open ".
• At Wine ask you to create an angle for a “oleoteca” allowing the oil tasting.
• For Restaurateurs I ask you to tell the olive oils that are brought to the table just as you would for wine, just ask the manufacturers data sheets, or even better, train workers in boardroom with oil taster courses.
• But I ask something also consumers. To be more curious to try the oils, we have so many varieties. When in doubt, as I said to prefer Dop. But when you're on vacation take advantage to visit a farm that reality will make you much more aware about the product they consume.

Finally, I can not stress the importance of promotion of the territory and its products through the network. This, however, does not obviate the fact that the direct knowledge of the manufacturer and its products is irreplaceable tool… least, for them as I live ...

I had the pleasure to know him and to listen to the latest edition of Oil Workshop, the Food Festival which he directed and designed to deepen and spread through holistic paths, the culture of the oils. Clarify any doubt it is always useful ... so,  pronti your!

Luigi Uploaded by profession ... Oleologo. Writer and journalist, has published several books on olive oil, in addition to a novel, The oil of the conversion. Collaborates with several Italian and foreign newspapers.

• From 2003 directs the weekly online "Teatro Naturale"Periodical specialized in agriculture, Power and Environment.
• Since February 2009 directs the monthly on-line in English "Teatro Naturale International”.
• From 18 November 2010 edits the blog “Oil Workshop“.

• Uploaded Louis, oleologo-adviser tells 360 ° olive oil. How did this your adventure in the world of olive oil?
  

It 'an adventure born from a deep-rooted family tradition. I am the son and descendant of growers and millers. So I come from those who are the real creators of the oil. I was born in Salento, among other things, a few kilometers from Lecce, Upholstered in a land of olive trees and in the past has experienced an intense traffic of oil to every corner of Europe. Thanks to the oil trade in the seventeenth century it was possible to realize the great Baroque architecture, by virtue of the substantial gains derived from the sale of.

However, apart from this membership, I have writer Joseph Pontiggia my total commitment to the world's oil. It 'was he who encouraged me to take care. I called the "Pope of oil", Also because of my theological studies. And so over the years I have written many books, and I started to take a long series of virtuous paths that definitely left an important mark.

• I love the olive trees, rough-looking old trees, sentinels of years of history. Some would find it hard to believe since I am known for my talk ... but I assure you that at their sight a respectful silence is imposed on me. The olive tree gives me peace and harmony. Say olive in the singular, however, is not quite correct. The reality is that there are many varieties split-level sensory olfactory and gustatory. Can you give me a holistic map updated?

That 's right. It 's the same feeling I get too, especially when they are in contact with ancient olive trees. It is no coincidence that so many poets have written verses that are great elegies. And it is also correct that we should not only think of the olive tree in the singular. The varieties of olives are lots of, thousand.

Italy has the absolute primacy: 538 are cultivars that Ivalsa, the Institute of propagation woody, ha censito. It is not only an important aspect for the high value of biodiversity itself. It also means to have a real chance of winning from the pressing of the many, differenti olive, oils peculiar and unique. A sensory map I have drawn in my latest book, “Oil: raw and cooked”, published by New Techniques, but the next edition of Olio Officina Food Festival there will be surprises in this regard.

• As it considers the culture of the oils in Italy?

I am unabashedly optimistic. Because I am convinced that, in fondo, with the strength of will and commitment you can still get great results. I have them obtained, e li vedo. Compared to the past are satisfied. We have to deal with the rest of the past decades and wait for the future, working hard. Today we are not happy, objectively because if the consumer chooses a function of the cheaper it will mean that there is no real product culture, in the full sense of the term. But it is different, Today there is a greater sense of responsibility. Manufacturers have gotten better.

Now it's up to the chef, and especially caterers, gain a greater awareness, and study, study time: experiment with new food formulations especially with the extra virgin olive oil leading player. L’olio,  but also all the other condiments, must together take on the role of important ingredient, and not be confined within the food on which the marginal gloss over as has happened so far.

• Listening to your speech,  I remember a concept that you often underlined: "The Olive Oils regarded as true principals of preventive medicine".  At this point the question spontaneously arises: "Dosage and method of use?”

Yes, are "principals of preventive medicine", because no food can heal, but it can certainly make contributions to improve our state of health.

– Dosage: always, everyday, without skipping one. The oil from olives dale helps to improve the perception of other raw materials, and it is also a vehicle of healthy flavors.

– The how to use: moderation, always, because even the best fats are still fats, and can not exceed. For this, with high quality oils you get a high impact and condente, accordingly, also it leads to the need to utilizzarne every time a little, the right amount, designed to add flavor and make it more edible and tasty food.

• Spremitura the broth, a freddo, the first pressing ... We make it clear these concepts?

There is only one pressing, today, with new technologies; and despite an EU regulation to carry forward the label the words "cold pressing" (oils obtained from mills and presses) and "cold extracted" (oils derived from modern mining technologies, by centrifugal) in reality there is no longer a hot extraction. Terminologies are resisting the imagination, but not close to reality.

• Since the average Italian obtains his supplies directly from the supermarket shelf, what advice would you give to a conscious choice?

The best advice is to go directly from the manufacturers. At least when we're on vacation and we can meet you directly at the companies would be a nice gesture of solidarity. If you are not guarantees survival to growers, the whole system collapses. In the case of the families, it would be appropriate to bring children, so as to place them in direct contact with reality.

Then, Another tip, given that the majority of consumers are buying largely in supermarkets, better not to pander to the worst instincts relying on below cost: as well as immoral, below cost can hide the deceptions. This does not mean that some low prices are not justified, if you are from abroad, where the production costs are lower, but it must be said that the best choice is preferably positioned on the products so-called "premium", medium-high. At the bottom is a little utilizzarne, and the little bit of fat must be necessarily the best.

• How do you rate the communication specialist oils in Italy?

The communication specialist in the field of oil could also evaluate well, but in fact does not exist. We are sadly lacking in communication, and often do not notice the true communicators, Professionals, but those who believe improvised need only put a series of words in a row and invest money in order to communicate. It must be said that the general press stops only at the surface and is confined to post press releases, news then built in the image and likeness of those who can not communicate. We are so far behind in the field of oil and communication of that which revolves around. It 'a serious deficiency that should be remedied cultural.

• The oil improves with age?

Not, oil life is short. The higher the quality, and best preserved oils, more if it extends the life. Think of oils Aging is a mistake.

• Unlike wine taster courses, those oils are not yet as popular as they should.  In your opinion what is the cause?

In fact they are common. More than anything else taking place patchy and not you realize the impact of those tasting courses are conducted in Italian. Missing definitely an attitude similar to the sommeliers, inclined to educate the sensory analysis of oils even the common people, lovers. The problem is rather that there are associations of producers financed by the European Union and to the activity of organization of courses, thus penalizing the true taste of schools. This causes an imbalance and the consequences are can be seen in the few courses for enthusiasts.

• What is the role of oil in the kitchen?

Accompany all, quasi, the other ingredients, amalgamandoli. Fats are also carriers for flavors and nutrients and calories. The oil also has a function of plasticizer and attenuator salty taste, but also a function of non-stick and lubricant together, in addition to the function of brown and exert an anti hardening in bakery products.

• I love to dip bread in oil… What is the proper way to taste it to assess the quality?

Through the taste of the oil directly into the glass. The oil with the bread we taste, but in the glass it has been tasted to evaluate all the goodness.

• And now to finish what do you say to recommend a recipe "oily"?

The recipes are so many, and each has its heart recipe. Now, if I had only one thing, go back to the absolute simplicity. From Salento which are, even though I live now in 1984 a Milano, I say the frisella, or this bread toasted in the oven wet for a few tens of seconds in water, then covered with tomatoes cut into chunks, on which you pour salt, oregano and olive oil. You could add around: rucola, onion, capers ... I think we should start from the simple to derive maximum benefit.