Showcase in Tuscany: a taste of the new countryside at Caffé de La Versiliana

Friday 5 August at 18.30 in the context Coffee by La Versilianain Viale Morin 16 in Marina di Pietrasantathe meeting will be held: “Tuscany showcase: a taste of the new countryside. Between marble and sea Carrara and Livorno city of art and taste“.

where new communication campaign by Vetrina Toscana takes its starting point from the most iconic products and dishes and turns them into protagonists. Among these stand out the lardo di Colonnata IGP and the chickpea cake, the protagonist of 5e5, symbols of places and territories from which we begin to tell, through food and wine and art, the cities of Carrara and Livorno, a real #journey.

Francesco Tapinassi, director of Tuscany Tourism Promotiontalks about the marketing strategies through which the new campaign is rejected and the news from Vetrina Toscana, the project from the region and Unioncamere Toscana, among the first examples of food and wine tourism that link the territory, restaurants, shops and products to itineraries in the name of taste.

Roberto Scalacci, Head of the Agriculture Department and rural development in the region of Tuscany talks about new important participatory tools proposed by the region: the food communities and the competence center for traditional agri-food productions, opportunities for intersectoral comparison between the best experiences in improving these productions and for the animation of territorial activities in the agricultural and food sector.

Davide De Crescenzo, CEO of InToscana.itillustrates on behalf of Fondazione Sistema Toscana the concept of the new campaign and the many resources available on the website

Daniele Rocca, editor of Windows on Art, tells the story of the two cities in a vision of Tuscany beyond the Renaissance: from the post Macchiaioli to contemporary marble “Livorno and Carrara Cinderella but not too much”.

The event, chaired by Daniela Mugnai, is part of the Tuscany Promotion Tourism initiatives and the Tuscany Region and the Unioncamere Toscana project is organized by Vetrina Toscana, in collaboration with the trade associations Confcommercio and Confesercenti.

The communication campaign is presented to the public that has a very original narrative form: a refined story through images that chromatically match the colors of the Tuscan landscape with dishes and products from our tradition.

Tasting local food means having a unique experience: “A journey within a journey”. This is what the new Vetrina communication campaign claims: a set of images that take us to the most authentic Tuscany between tradition and contemporary, where visual assonances, shapes, landscapes, products, recipes and colors dominate our region.

The chat ends with a real “taste” of the campaign with the dishes and products presented in the commercials, in collaboration with the Regional Union of Tuscan Chefs and the chefs of Vetrina Toscana. From lard from Colonnata IGP to sea lard from chef Maurizio Marsili, from Carrara rice cake to 5e5, from blue fish to cod, the most authentic Tuscany is on stage.

The meeting at Caffè de La Versiliana is promoted and organized by the Versiliana Foundation in collaboration with the Municipality of Pietrasanta and with the support of the Region of Tuscany, Tuscany Promotion of Tourism.

The Versiliana Foundation reminds that the entrance to Incontri al Caffè is, as always, free, subject to availability. The meetings at the Caffè will be broadcast live on the Facebook pages “La Versiliana” and “Comune di Pietrasanta” and will also be broadcast on Noi Tv, TV Parma, Tele Etruria, Umbria Tv and Toscana TV.


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