martedì 11 gennaio 2011

Transcription

1 martedì 11 gennaio 2011

2 Rassegna del 11/01/2011 DALL'ESTERO Wall Street Journal AARON MAINES ANZOLA DELL'EMILIA, Italy The gelato is going global Houston Chronicle NORCIA. A MOUNTAIN MECCA FOR ITALIAN FOOD J.C. REID 3 Spiegel Il paziente romano (ac) Ehlers Fiona 8 Recommend Discovery Piedmont Sarah Munoz 9 sky love, italian style Jason Oliver Nixon 11

3 art SOURCE: Wall Street Journal (NY,NY) AUDIENCE: 8,671,329 [provided by Nielsen//NetRatings] DATE: HEADLINE: Sweet dreams: gelato school gives students taste of new life AARON MAINES ANZOLA DELL'EMILIA, Italy The gelato is going global. The renowned Italian ice cream has its very own "university" that is attracting thousands of would be gelatieri from around the world drawn by the allure of serving a product that people love to eat. One of them is Leonardo Scacchetti, who dreams of turning his cafe to outside management so he can open a gelato store in Singapore. Then there is Jose Manuel Serrano, who has put his job as a boat designer in Alicante, Spain, on hold to learn the tricks of making and selling soft yogurt ice cream. And six months after receiving a degree in communications, 25 year old Vanessa Zorio, has turned her back on Italy's stagnant job market to open a gelateria in Mexico. They were among the 30 people who enrolled for a weeklong course last month at Carpigiani Gelato University, a school for aspiring ice cream makers founded in More than half of the November students came from outside Italy, some from as far as South America. There are courses nearly every week and up to 40 students will usually attend three courses in a row. With a renewed interest in organic, locally produced and healthy food, Italian gelato seems to strike many people as something of a culinary panacea: It's cheap to make, tastes great and comes with fewer calories than the competition mass produced ice cream that generally includes ingredients to promote a longer shelf life. The gelatieri boast their product is handmade. Fresh ingredients, such as strawberries, walnuts and chocolate chunks, have to be mixed and measured by hand and then stirred and blended by machine. The temperature is monitored and the product has to be tested for taste. While the costs connected with opening a gelateria vary depending on location and local market conditions, the price of equipment ranges from 30,000 ($39,400) for a pair of basic pasteurization and mixing machines to more than 70,000 for top of the line products. The icing on the ice cream cake, however, is the profit a gelateria can generate. A single kilo of gelato costs about 3.20 to make and sells for an average in Europe, according to Andrea Cocchi, chief executive of Carpigiani SpA. And with so much money in such cones, it's no wonder the ice cream university is proving such a draw. "All things considered, factoring in costs for location, raw ingredients and personnel, an average gelato store can earn profits of up to 70% on its investment," says Mr. Cocchi. Some students study in their home countries, attending courses held in one of Carpigiani's branches. But many make the trip to Anzola dell'emilia, 15 minutes' drive from the center of Bologna, to learn the trade directly at the teaching facilities the company has set up in its headquarters, where there are up to three full time resident lecturers and up to 20 part time. A basic weeklong course, excluding accommodation, costs 800. Since the global economic crisis broke three years ago, Carpigiani's gelato training, which opened in 2003, has experienced a boom in enrollment, moving from 4,000 students from across the globe to more than 9,000 for , with an average age of 35. Carpigiani has a vested interest in creating more gelato stores and makers it controls just over half of the global gelato maker market and has more than three quarters of the Italian market but the company says it wants everyone to eat gelato and its courses concentrate on how to make the product. 1 DALL'ESTERO 1

4 "We don't make any money from our school," says Mr. Cocchi. "At best we break even. Of course we hope that our graduates will buy Carpigiani machines, but they're under no obligation. The important thing is that they provide people around the world with real, truly delicious Italian gelato." Printed in The Wall Street Journal Europe, page 5 Copyright 2010 Dow Jones & Company, Inc. All Rights Reserved Highlights: Italy, food, trip 2 DALL'ESTERO 2

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