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One of the initiatives proposed by Lavazza at the 2012 Salone del Gusto was the workshop entitled "Come to Italy with me, Vieni in Italia con me" starring world-famous chef Massimo Bottura, which was very successful and sparked great enthusiasm.


The three-starred Michelin chef shares the same values as Lavazza and its Training Center , and like them has been achieving outstanding results for years. They both have the same ethical and aesthetic principles when it comes to food, and are enthusiastic about proposing new taste ideas in which coffee is at the centre of a new world.


“What we really have in common is the awareness that food can change the world,” stated Giuseppe Lavazza in his introductory speech. “It can change the way people relate to each other. Launching coffee across new boundaries on this innovative project was a result that was exciting for all of us, but it also showed us that we need to keep focusing on experimentation”.


One example is “Come to Italy with me, Vieni in Italia con me ”. Bottura, an art and literature enthusiast, reminds us that the title was inspired by Frank Schoonmaker’s 1930s book about a man who travelled to Italy in search of its cultural, natural and gastronomic treasures.

From this came the idea of a recipe which overturns the concept of coffee as the classic end-of-dinner beverage, and plays with people's expectations and preconceptions: it is a savoury reinterpretation of the traditional Sicilian granita, served in a Lavazza Puraforma cup and made from Lavazza ¡Tierra! coffee, candied bergamot, capers, oregano, almonds granita, sea salt, lemon peel and ground coffee.


The second recipe presented during the workshop was an invitation to “Think Green”. Like the first, it was based on an olfactory and visual inspiration of the chef, as was "Dirty Eel", inspired not by the dank and smoky turn of the centuryLondon but, Bottura tells us, by the eels of the “sludge-filled” canals ofModena. Last but not least came an unexpected idea, inspired by Gertrude Stein’s book on Picasso, which literally caught the audience by surprise.


And then Bottura talked about innovation and revolutionising conventions, overturning expectations and amazing the public by venturing into new, unexplored territory, while preserving the close bond withItalyand its traditional flavours thanks to ideas taken from the culinary traditions of the north and south of the peninsula. It is a celebration of Italianess, guaranteed by the Lavazza brand, which has made Italian espresso famous around the world, and the undisputed talent of Massimo Bottura in reinterpreting the most authentic flavours ofItaly’s culinary heritage in an unconventional way.