'Suoni Esagerati' Commercial


From the small and particular to the far corners of the planet: language permitting

The jargon used to speak about the food industry is a language understood and well recognised by the ordinary citizen and consumer, the TV-watcher and newspaper reader; and certainly by you, our attentive reader, who will not be eluded by what we have to say. If we look at the lexicon of those who speak (and write) about foods, its origins and characteristics, why don't we notice the obsessive use, and this is very reassuring, of a glut of beautiful words that have, over time, become almost empty and meaningless? Why did this happen? Because certain terms were repeated endlessly for years and used whenever the speech languished, groped at to give dignity or a thread to the limping thought of the on-duty gourmet or wine expert or food connoisseur.

At the beginning, these words were hailed as formidable innovations in the food industry linguistic scene, new sparks and colours for a subject that few were talking about. Among these, we spliced as new to the above subject, the nouns "territory", "typical" and "tradition" with their respective derivatives and adjectives: the three "ts", as we say, of the designation of origin food industry.

Today, these and many other words (quality, origin, guarantee, wellness ... and much more) have along the way lost their strong meaning, their expressiveness, their content. It's a shame, because the content, dear reader, is the how!

"Typicality", or the specificity that characterises a food product, a fruit of the earth, a product manufactured by the hands of masters and experts, is the essence of the product itself and keeps it alive with its originality. "Tradition" is the anthropological field in which the product was created and the sharing between generations of the best ways and customs to make it.

All words, abused as they are, that risk losing their correct definition and substance. Just like when we speak of "Territory". Of course, we understand that we speak of the place in which the product is born and grown or otherwise obtained (in practice, the production area), but the strength of the full meaning of this lemma is disappearing, diluted by repetition and by an overuse of convenience or as a fallback for other words.

But "Territory" is an important word because it is the place where everything begins and where everything contributes to produce a certain fruit of the earth: from the very ground, air and vegetation to its uses, traditions and techniques employed daily by men. In short, "Territory" is the cradle of a product, the place where it is born and bred. For Provolone Valpadana PDO this place, small and particular when compared to the rest of the planet, whose boundaries are well defined and clearly connoted, hugs some or all of the provinces of Cremona, Bergamo, Brescia, Lodi, Milan, Piacenza, Mantua, Padua, Rovigo, Verona, Vicenza and Trento.

Here we hear the first cries of the newborn cheese, and soon after, a large number of forms take off to unexpectedly far-off shelves and counters. Naturally, many will reach Southern Italy, which welcomes the Provolone Valpadana PDO because its family tree starts from here. But even more Provolone Valpadana PDO take off from far more distant ports to arrive in Spain, France, Germany, Switzerland and Belgium in Europe, but also Canada, Australia and the USA. Countries where the transferred Italian or the descendant of emigrants still dreams to taste the place they left. Their territory.

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