First published on ICOLORI (Interview with Norman Cescut at TedXBocconiU)
How and when did you get to know about TED?
I have been acquainted with TED for a while no but I never saw myself playing a main part in a TED conference. So when I received an invitation to be a speaker at TEDx suddenly before last Christmas, I was quite surprised. I didn’t expect it at all.
How did you prepare for the talk?
In this period of the year I am very busy business-wise. So I tried to prepare myself in the limited free time I had available. In my presentation I managed to condense three years of experiences in 15 slides. Something crazy.
The topic of the conference is ReThink. Reinvent the World around you. How would you reinvent the world around you?
I would try to change the mentality and the culture of people when it comes to sustainability. You will see exactly how later today! (Laughing)
I see that you are passionate about food service and franchising and sustainability. How did these passions come to be?
For me business and passion is the same thing. I am doing what I like. Food service and franchising are part of my core business. Sustainability became part of my business almost three years ago. I am trying to do business in a responsible way because I trust that that’s the future, not because there is a trend of green business.
The utopia of sustainable business seems is appealing. But it seems to me, especially from the perspective of a business student, that for now sustainability is just a market trend.
That is why tomorrow in one slide I will talk about the revolution. If we treat sustainability as a trend, it will end. If we instead treat it as a revolution, the revolution has to be irreversible, without any turning back.
Do you see a future where sustainable and responsible will be equally important as profitable?
Even for big profit-oriented bureaucratic structures?
Yes. That is a dream but…
You are a dreamer.
Yes. (Laughing) Otherwise I wouldn’t be here!
Your TEDx profile summarizes your philosophy in the following quote:
“Who’s masters of the art of living, does not make a distinction between work and leisure, body and soul, education and recreation, love and faith. S/he simply pursues the highest standards of excellence in anything s/he does; whether s/he is working or playing is for the others to decide. S/he always strives to do both at the same time.”
What is the path to becoming a master, at least the one that you took?
Just put the heart in everything you do. You have to feel it.
How do you push people to trust their heart and pursue their passion? Especially, young people.
We can only show the way, we don’t have to push people. We have to show the correct way and let the people follow if the people are willing to follow. I am not a person who is willing or able to push people. It has to be your choice, not mine. Otherwise, it is not real.
I saw that you keep your own blog on design, innovation, trends and responsibility. You seem to have a broad range of passions and interests. What was your latest source of inspiration?
Oh, too many. Travelling is inspiring. I love travelling for leisure and business-wise. The entire journey is inspiring- meeting different people and cultures, eating different food (Laughing). Inspiration is in the complexity of things, not in single acts.
Thanks to Kalina Lukanova – ICOLORI.org – for the great support and pleasantness.
Si, la verità. Nient’altro che la verità. Perlomeno la mia, ovvio.
L’idea mi venne in mente lo scorso gennaio, quando alle prese con la presentazione per il mio intervento al TEDxBocconi, ho dovuto ripercorrere a ritroso più di 3 lunghi anni. Al TED, avrei dovuto parlare delle mie esperienze professionali in relazione con la sostenibilità, partendo dal progetto di ECOFFEE. Chi ha parlato in pubblico, senza essere un oratore e chi ha domestichezza con le presentazioni in Power Point, sa benissimo quanto sia difficile riassumere e racchiudere più di 3 anni di esperienze in 15 minuti e 15 slides a disposizione. Se poi, come detto nel post relativo, oltre all’emozione, ci si mette anche l’influenza …
Comunque, l’idea maturata nel tempo, è quella di scrivere per benino le mie esperienze, i progetti, le persone e le aziende incontrate e tutto quello che mi è accaduto nel bene e nel male, fino a questi giorni. In poche parole, esplicitare al massimo il mio intervento al TED, raccontando aneddoti e dettagli. Si, come detto, nel bene e nel male.
Perchè? Perchè la sostenibilità, quella vera, non è quella che si pensa o quella che si legge sui giornali o su internet. Non è quella che vi propinano le aziende dagli slogan tutti “green oriented” o i manager dai titoli inventati e posticci. Probabilmente non sarà nemmeno quella che vi racconterò io. Starà a voi giudicare, ma vi assicuro che scoprirete cose interessanti.
Quindi? Se avrete pazienza e voglia di leggere il mio punto di vista, prossimamente pubblicherò “svariati capitoli” sulle mie esperienze personali e la sostenibilità. Spero di riuscire ad essere abbastanza costante, perchè fino a febbraio ho già l’agenda abbastanza fitta di impegni importanti e viaggi all’estero e soprattutto, spero vi interessi.
Un ultima premessa: il mio blog è impostato sia per l’italiano che per l’inglese, a seconda di cosa voglio pubblicare e del pubblico a cui mi rivolgo. I post sulla sostenibilità saranno in italiano. Capirete da soli il perchè.
Articolo pubblicato “in AZ Franchising di gennaio 2013″. Si ringraziano AZ Franchising e il Dott. Mirco Comparini per la collaborazione.
Il Franchising, come modello di business, è spesso associato a grandi marchi di catene multinazionali con prodotti industriali, quindi standardizzati, e con relativa assenza di legame e valorizzazione dei prodotti artigianali.
Ma qualcosa sta cambiando anche perché il gradimento del consumatore finale verso i prodotti “green” sta aumentando notevolmente.
Prendiamo in esame il settore della ristorazione.
Sempre più persone consumano pasti fuori casa (trend in aumento in Italia rispetto all’inversione europea) con la conseguenza che la ristorazione continua a essere un settore produttivo in costante espansione con necessità, da un lato, di promuovere e assicurare la somministrazione di cibi sani e di buona qualità, dall’altro, di un sempre maggiore utilizzo di prodotti d’origine controllata, certificati e, dove possibile, di prodotti biologici al fine di non impattare sull’ambiente e sulla salute delle persone. In Italia, come soprattutto all’estero, stanno nascendo progetti di caffetterie e bistrot eco-friendly. Formule retail diverse dalle classiche, dove l’esperienza percepita dal cliente è sicuramente più positiva e meno “commerciale”. Si tratta di una nuova sfida per la ristorazione: lo sviluppo sostenibile in una gestione di eco-efficienza al motto di “Dimmi cosa mangi e ti dirò chi sei”. Prendere consapevolezza del fatto che esiste una forte correlazione tra cibo, ambiente e salute può portarci a riprogettare il modello gestionale della ristorazione in ottica “green”. Un fenomeno che vede l’affermarsi di un consumatore più consapevole e più attento alla qualità non solo degli alimenti. Tale fattore è da una parte strettamente legato all’investimento sul capitale umano e sul livello di istruzione, dall’altra al verificarsi negli ultimi venti anni, non solo nel nostro Paese, di una serie di scandali alimentari (“vino al metanolo”, BSE meglio cono-sciuta come “mucca pazza”, “pollo alla diossina”, ecc.) che hanno avuto come conseguenza una maggiore attenzione del consumatore ai rischi alimentari, lo hanno reso più attento alle diverse forme di informazione e di etichettatura degli alimenti. Il tutto combinato a una sempre più crescente “coscienza ecologica”.
Già attiva nel campo della zootecnia, la normativa prevista dal Regolamento CE n.178/2002 per la tracciabilità dei prodotti sarà nei prossimi anni un punto importante anche per la ristorazione (movimentazione, stoccaggio e trasformazione degli alimenti nel punto vendita, ecc…). Gestire la tracciabilità completa, può essere difficoltoso anche se oggi nuovi software permettono un’estrema automazione per essere in regola con il regolamento. È possibile così acquisire il carico di materie prime manualmente o grazie ai barcode, assegnare un codice di lotto, gestire il magazzino e scaricarlo in automatico, seguendo le produzioni della giornata. Un buon sistema di tracciabilità, oltre che ad ottemperare alle normative comunitarie, permette un controllo totale della propria attività produttiva azzerando quasi completamente gli errori dovuti a merce non utilizzata o acquisti sovra-dimensionati.
Anche le catene e le reti di franchising del settore food sono ben consapevoli che non possono e non potranno esimersi da tali passaggi e da tempo molti marchi a notorietà internazionale si sono attivati in tal senso, ognuno con iniziative diverse. Infatti, proprio per il loro sviluppo e la loro crescita, in termini di tempo e spazio, le catene possono risultare alquanto “impattanti” su tutto il settore green. Tralasciando di descrivere nel dettaglio in che cosa consiste un locale ecofriendly e di analizzare tutte le “buone pratiche” che deve rispettare per essere definito tale, diciamo soltanto che gli impatti ambientali nel settore della ristorazione sono molteplici: dai consumi energetici a quelli idrici, dal trasporto degli alimenti, al consumo dei prodotti, siano essi per la pulizia, per la
promozione, ma anche per la stessa somministrazione pasti. Inoltre, non è possibile non citare, infine, la produzione
dei rifiuti. In sintesi, questi i punti principali affrontati da chi si è già messo all’opera: riduzione delle emissioni
di CO2, approvvigionamenti da forniture e filiere sostenibili, riduzione dei consumi, riduzione e corretta gestione dei rifiuti, utilizzo di attrezzature ecocompatibili e certificate, utilizzo di arredi realizzati con materiali e prodotti certificati.
Ma che cosa significa tutto questo quando si è al punto zero, ovvero quando si inizia a pensare o, meglio, a progettare un locale di ristorazione? L’approccio è completamente diverso, così come è diverso il know how specifico mentre l’esperienza può aiutare, soprattutto per sfatare il falso mito che sostenibile è sinonimo di costoso.
Inoltre, la direttiva sull’eco-design nota come EuP (Energy using products) ha istituito un quadro per la progettazione ecocompatibile di un negozio, come il recupero, il ciclo di vita del prodotto, il loro futuro smaltimento o recupero. Le varie iniziative delle catene non sono un fenomeno da sottovalutare, in quanto, così facendo, oltre a rinnovare il proprio know how rispetto alla formula originale, potranno rappresentare un esempio per il settore, cambiandone in meglio l’atteggiamento, le procedure, i servizi e naturalmente i prodotti a vantaggio della collettività. Infine, ma non meno importante, lo sviluppo di una catena in franchising di un concept basato sui principi della sostenibilità aiuterà la stessa a diffondersi maggiormente e più rapidamente.
In Scotland, the ice cream that does not pollute is an example of how it can be exploited as a source of renewable energy such as wind. In Westertown farm in Aberdeenshire, the ice cream is produced by three wind turbines that can produce about 2.5 MW.
30% of renewable energy is used to power the farm and the rest is sold to Good Energy the leading company in the UK for renewable energy.
In addition to this, the company run by the family Makies produces 10 million liters of ice cream per year sustainable and aim to be one of the greenest business in Britain.
Although the choice of sources and the consequent reduction in CO2 emission, is his strong point, the choices environmental family Makies not seem to end here: many trees have been planted around the farm to encourage the repopulation of wild animals, also the biological waste in the production of ice cream are reused to fertilize the fields where it grows fodder that the cows they say they eat happy.
What do you think of this “new attitude”? Is green business a real best practice? Well, I personally think, and ECOFFEE is the prove, that the world must change and even a small gesture like having a coffee or an ice cream, could help the cause.
In Italy we love gelato and we have Sigep, the most famous gelato Exhibition in the world. Should we think to improve this important approach and mentality starting from mass event to share the eco-conscious way of life and business?
It sometimes happens to find something new just around the corner. Just think about Bottega di Oliva e Marino, Pavesi pop-up store that opened in Riccione on June 28. At first glance, it seemed interesting to me for both its stylish design and brilliant business marketing strategy.
Everything revolves around “aperitivo”, the happy hour.
A very successful Italian format that is currently being copied everywhere else abroad. But how did Pavesi pop-up store by Barilla impact Riccione? Tourists certainly enjoy it because of its highly competitive promotional prices, but the managers of nearby restaurants and bathing establishments are far from being happy.
In fact, the pop-up store is situated just in front of two beach bars and next to a highly popular restaurant. But there is more. It is located just in the heart of one of the most convenient paying car parks of the sea front, the best place for tourists to leave their car without worrying.
Was local government good at promoting equality? What would have happened if the same proposal had been presented by an ordinary citizen rather than by Barilla? Would the proposal have been welcomed?
Harris Interactive found that while concern and awareness around environmental issues has slipped since 2009, it has not affected how consumers say environmental issues influence their purchasing behavior. Young adults are the exception – those18 to 24, are actually more likely to consider the environment in their spending now than than before.
Adults between the ages of 18 and 24 show the biggest change in shopping behavior when it comes to environmental awareness and responsibility:
35 percent said they are willing to pay extra for a green product, an increase from 27 percent in 2010 and 25 percent in 2009.
Although just 4 percent of all U.S. adults seek out green products and services regardless of the cost—virtually unchanged from 3 percent in 2010 and 2009 – 18- to 24-year-olds are at 11 percent, far above the 3 percent rate in 2010 and 2009.
However, 51 percent of this youngest adult age group said they are not willing to pay extra for green products.
Among total adults, however, the survey found that consumers are now less likely to do each of the following activities in their daily life:
Reuse things they have instead of throwing them away or buying new items (65 percent in 2009 vs. 61 percent in 2012).
Make an effort to use less water (60 percent in 2009 vs. 57 percent in 2010 and 2012).
Buy food in bulk (33 percent in 2009 vs. 30 percent in 2012).
Purchase all-natural products (18 percent in 2009 vs. 16 percent in 2012); and Purchase organic products (17 percent in 2009 vs. 15 percent in 2010 and 2012).
A quarter of U.S. adults (26 percent) said that environmental issues are either “extremely” or “very” important to them when deciding which products or services to purchase. This number remains consistent across gender, geography, education and income, according to the study. The percentage has moved little over the years: 27 percent of U.S. adults said environmental issues were extremely or very important to their purchasing decisions in 2010 and 26 percent said the same in 2009.
Americans also show a preference for products and services that are “green,” with 79 percent seeking out green products, slightly up from 78 percent in 2010 and 76 percent in 2009. Additionally, 31 percent of U.S. adults said they are willing to pay extra for a green product, up from 28 percent in 2010. Thirty-two percent said the same in 2009.
More than 2,451 U.S. adults aged 18 and older were polled for this survey.
Sustainability at retail can be perceived as being illogical if not contradictory. Because according to logic, if the purpose of retail is about promoting only purchase and thereby consumption, then it runs counter to sustainability principles such as reduce, recycle and re-use. But retail in its broadest sense is not just about stores. It also refers to having a physical, local or direct to community business presence (i.e. a bank or post-office would qualify as retail). But in order to bring the concept of “sustainability” out beyond the niche and to the masses, we will need to transcend logic and find more ways to get people to care about life tomorrow – today.
This is why retail is vital. Because the power of retail comes not from logic, but that which inspires emotion. Great retail brands i.e. Nordstrom or Amazon, have the ability to not only respond to needs, but also open our eyes to new ideas through delight and surprise. Retail adds physical and experiential dimension to concepts that would otherwise be too cerebral. And through retail storytelling the principles of sustainability can come to life in ways that can truly excite interest, promote engagement, and quite possibly change behavior.
Skeptics need to remember that only ten years ago when the thought of buying shoes without ever touching or trying them-on seemed incomprehensible. It took a retailer such as Zappos to change behavior and raise the bar on service expectations. Since then, shopping for shoes has never been the same. In fact the experience of shoe shopping (whether online or in-store) has only gotten better because of Zappos’ impact.
Since as much as 80 percent of communication is nonverbal, then what better way to communicate the principles of sustainability than to allow people to experience it first hand. And because human thought and memory is formed not from words but from images and emotions, what better way to get people to care and identify with a new concept than to show them how it can be applied today.
Such principles are the reasons why Chipotle’s “Back to the Start” video is a stellar example of sustainability storytelling. Unsustainable farming is a universal and serious issue. It affects the lives of all in one way or another. The magnitude of the issue is a key reason why people find it hard to connect to the issue. For the general public, systemic issues such as this or climate change and social/community health and well-being are such complex and overwhelming issues. When we are unable to understand, let alone relate, our human instinct is to distance ourselves and possibly disconnect through indifference.
Chipotle’s video does a brilliant job of taking a huge and complex issue and humanizing it to a level that makes us care. The story is powered by pure emotion. It is endearing and enlightening as it illustrates the bigger picture issue while inspiring us all to take part. No words are needed. No voice-over to direct our thoughts (unless you count Willie Nelson singing). No numbers, charts or science is ever used to convey the story.
But even with or without words, there is still the real challenge of overcoming public perception and biases. There is such a limited range in how “sustainability” is articulated today – especially on a local retail level. It is why I believe that “sustainability” has become such a polarizing word. We need to find ways of giving it added dimension and broader relevance. We won’t get sustainable thinking to stick through ubiquitous use of the word. Nor can we expect people who are indifferent to willingly pursue greater understanding of the term. We need to be able to communicate the principles and concepts of sustainability in ways that are not limiting interpretation or opportunities of relevance.
Consider for a moment how “sustainability” principles are brought to the attention of people on a daily basis? In order to gain critical mass support, we need more than reminders i.e “Remember to Recycle,” or ”green” products, eco-friendly materials or responsible choices called out in marketing materials (i.e “We run on clean energy).” Many brand efforts that call out support for the environment is often presented at retail as being more like an FYI or directional signage/labeling.
Promoting sustainability conscious ways at retail must strive to connect – not just be present.
Retail brands must have the courage to not only make a statement, but to do so in a way that transcends the norms of what I refer to in the chart below as the “What” and “How” in sustainability communication.
Humanizing Sustainability :Requires reinterpretation, re-scaling and reconnecting the principles of sustainability to the issues that matter to people today.
Within retail it seems that every store these days features their own line of re-usable shopping bags, or will ask for a donation upon checkout to support a cause. In principle, there is nothing wrong with any of this. But if you look at it through the eyes of someone who may not even care in the first place, all of this “me too” and very predictable promotion of environment and community related causes can eventually dilute if not potentially repel further support or interest.
We need retail brands to leverage their unique storytelling ability to find new ways of manifesting sustainability principles on a humanized, physical and local level. There is far more room for sustainability storytelling and expression. Retail has the unique ability to expose new ideas, experiences and opportunities to engage. We need all of this and more so that people will not only understand, but also care enough to actively apply such principles going forward.
I believe the shift in expanding retail’s relationship with sustainability needs to begin with how we think about “retail.”
Retail brands who understand and embrace the social role they play in a community’s well being will act with a greater sense of duty and civic responsibility. Through their active participation they will not only contribute to improving the local ecosystem, but also benefit from community trust and loyalty.
Retailers need to enrich the community, not degrade or overpower their identity. Retail that is thoughtfully managed and conscientiously integrated into the social ecosystem can become an enduring source of local pride. Sustainability on a local level means “me” becomes “we.” Consumers are now valued and regarded as people. Retail becomes a citizen of the community and conduit for the endurance of social well-being.
I mention this example not because Steiner & Associates, the developers of Easton, is a client of E.B. Alliance, but because of the integrity of their development and management ethos.
It exemplifies the symbiotic relationship that retail can have with its local community. Since the opening of Easton ten years ago, it has evolved into becoming not only the benchmark for the development of mixed-use property (retail, entertainment, office and hospitality). More importantly, it gave residents outside of the city of Columbus a true sense of community identity and a meaningful sense of “place.” In fact, Easton has become a beacon for the central region of Ohio because of the yearly traditions (i.e. Summer Concerts, Outdoor Movies, Holiday Parades etc.), community access to green and open spaces, and generous philanthropic support of local causes. Easton has become a truly beloved retail brand (even though it is not even a store) so much so that Easton has earned a net promoter score that is even higher than Apple!
Here are some examples of how retail brands have brought the principles of humanizing sustainability to life in the form of actions, commitments and support of citizens/local communities. Their bold actions and dedication towards community building and environment enrichment are great examples of how to express “sustainability” without using the same language or means of communicating reinforcing ideas.
Restore, Enrich and Revitalize
Zappos & Downtown LasVegas – Zappos & Downtown LasVegas – “Return on Community” is Tony Hsieh’s (CEO of Zappos) guiding philosophy. And given the success and impact Zappos has had in retail within the last decade, there should be no doubt as to the merits of such an approach. In fact, late 2011 Tony committed $350 million towards the revitalization of downtown Las Vegas. The goal is to build “The most community focused large city in the world” and to do so within five years!
Loren Becker, of Zappos – is responsible for stewarding the move of the company into downtown Las Vegas over the next year and a half. I’m thrilled to have Loren join me at Sustainable Brands c0nference this coming June for our talk on “Retail with Purpose.” Loren will be sharing more about how the community minded culture of Zappos has now become a physical and culture lifestyle reality.
Climate Change, Waste, Sustainable Raw Materials, Health & Fair Partnerships
Marks & Spencer’s Plan A CSR program was launched in 2007 with 100 commitments to achieve in five years. They were so effective in their efforts that they increased their commitments to 180 by 2015. The retail brand’s ultimate goal is to become the world’s most sustainable major retailer. What is refreshing to see in their execution is the amount of personality, wit and even humor put into their communication efforts. For example, just the name of their CSR program is crafted to make the point via the punchline “Plan A –we believe it’s the only way to do business – because there is no Plan B.”
Recently Joanna Lumley, the iconic actress and TV personality launched ”M&S “Shwopping” an effort to raise awareness about the impact of wasteful attitudes towards clothes. The goal is to reduce the 1 billion items being dumped into UK landfills each year by encouraging shoppers to drop off their unwanted clothes at M&S for recycling or resell by Oxfam.
Lumley was quoted as saying “I think young people have been encouraged to buy something, wear it for months and throw it out.” So perhaps M&S with the help of Lumley will be able to discourage enough people to make a sustainable difference. Although the use of retail as recycling centers is not a new idea, it is the way in which such ideas are communicated and brought to life that make even old ideas seem new again! It’s OK to re-use and recycle campaign ideas – only if it is done in a way that gets notice and drives emotional appeal.
I’m looking forward to having Gwen Morrison, Co-CEO of WPP Retail also joining me at SB’12 for my “Retail with Purpose” session. Gwen’s talk at NRF in 2010 about retail innovation in emerging markets was so inspiring that I felt compelled to write about it a year go. Gwen will be sharing more about M&S as well as some of the examples mentioned in my earlier post. What retailers are doing throughout South America or South Africa serve as great reminders that you don’t have to be a big brand or have big budgets to make a big sustainable difference in people’s lives.
It is in the best interest of every retailer to be amongst a thriving and enduring community. It is also smart business. Retail can only endure if the economic and emotional health of its local community is sustainable.
Now more than ever, retailers need to bring to bear all the magic of storytelling and experiential communication that can give people more reasons to care and engage a more eco-conscious way of living.
If a retail brand such as Zappos can even get shoe fanatics such as I to change the way I shop for shoes, then why would it be difficult to imagine that retail can inspire the change in people’s attitudes and behaviors towards sustainability? (Anneliza Humlen for Sustainablebrands.com )
We have already seen food outlets in the US doing their bit to tackle global hunger with the Halfsies initiative, which donates to charity when customers order half-sized meals. Now a risky advertising campaign cooked up by agency ONIRIA/TBWA has seen two pizzerias in Paraguay provide a deliberately slow service to raise awareness of hunger.
Teaming up with the Food Bank Foundation, the agency persuaded the “two most important pizzerias in Asuncion” to accept delivery requests from customers, advising them that the food would arrive within 45 minutes. Feigning bad service, all the pizzas were delivered much later than this specified time frame, prompting angry calls from those who had placed an order. However, when the food finally arrived, each box came with a note explaining: “When you’re hungry, you understand hunger.”
Couriers then told each customer that the pizza was free of charge, but any money they did give would be donated to the Food Bank Foundation to help those for whom hunger is a genuine fear, rather than an irritation. The idea behind the concept was to help those who can afford takeaway food to put their complaint into perspective, in return offering them a pizza for free as a thank you for taking part in the experience.
Where traditional campaigns may appeal to rational thought or emotion to convince viewers to help, the ONIRIA/TBWA campaign gave pizza customers an unusual experience they are not likely to forget. According to a Fast Company report, the campaign helped collect 50 tons of food for the Food Bank Foundation, but would you be prepared to risk permanently dissatisfying your customers for a single campaign?
May 19th is the FOOD REVOLUTION DAY and DESITA has obviously joined the Jaime Oliver Foundation’s campaign for a healthier food on public places – schools and workplaces.
Food Revolution Day on 19 May is a chance for people who love food to come together to share information, talents and resources; to pass on their knowledge and highlight the world’s food issues. All around the globe, people will work together to make a difference. Food Revolution Day is about connecting with your community through events at schools, restaurants, local businesses, dinner parties and farmers’ markets. We want to inspire change in people’s food habits and to promote the mission for better food and education for everyone.
So what are you waiting for? Join us at the FOOD REVOLUTION DAY!
And if you are passing by Milan from next 19 to 27 May, you will be welcomed by the fourth edition of the the Milan Food Week, celebrating the pleasures of the table at selected shops, art galleries, showrooms, bars and restaurants in the heart of the city.
Art, music and debates on the theme of food accompany a huge variety of tastings. This festival devoted to quality foods and wines counts more than 200 events and activities also involving some public organizations. Visit the event website for more information about this “tasty” event! www.milanofoodweek.com