#food for change september 20 / 24 Turin - International Fund for Agricultural ...
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EDITION
slowfood.com
#food for september
change 20 / 24
Turin
www.salonedelgusto.com
Index General Objective ............................................................................................................................................................................... 3 Theme ............................................................................................................................................................................................................ 4 Policies .......................................................................................................................................................................................................... 5 Places ............................................................................................................................................................................................................ 6 Market ............................................................................................................................................................................................................ 7 Conferences ............................................................................................................................................................................................. 8 Education .................................................................................................................................................................................................... 9 Showcasing New Projects ...................................................................................................................................................... 10 Some History ...................................................................................................................................................................................... 11 2016 Numbers ................................................................................................................................................................................... 13
General Objective
«We can turn the world around
we can turn the earth’s revolution
we have the power
People have the power…».
(Patti Smith)
The general objective of Terra Madre Salone del Gusto (TMSdG) in 2018 is to inspire
and encourage change in people’s food habits, starting from the widest possible
sharing of knowledge. In this sense, TMSdG will be an opportunity to launch a major
project to create a “diffused university” that will support access to knowledge and gen-
erate a dialog in which official science and traditional wisdom are given equal dignity.
One important innovation for the 2018 edition will be a greater public involvement by
communicating the steps leading up to the official launch of the event in advance,
and ensuring that the Terra Madre and Slow Food networks play an active role in com-
munication. We will seek to go beyond the physical limits of the event to involve people
outside Turin so they can participate in the event remotely.
3
©Paolo Properzi
Theme
«The greatest discovery of my generation
is that a human being can alter his life
by altering his attitudes».
(William James)
Taking a small liberty with William James’s words, we can say that a human being may
also alter their life by simply altering their way of eating. TMSdG 2018 will try to influence
people’s everyday lives, asking them to think about how they eat, how they shop and how
they approach food in general, encouraging a broad, widespread change that moves in
the direction of greater awareness.
Food for Change is the theme that will unite all aspects of the 12th edition of Terra Madre
Salone del Gusto (the most important international event dedicated to good, clean and
fair food), from the Conferences and Taste Workshops to the Terra Madre Forums with
farmers and artisans from all over the world.
This is the message that we will launch in preparation for Terra Madre Salone del Gusto
2018. In 1996 Slow Food organized the first edition of Salone del Gusto in Turin to support
small-scale, high-quality producers facing challenges in the global market. In 2018 the
goal is to highlight the importance of consumers (or “co-producers”) in the production
process. How will we achieve this? By inviting everybody to participate and reflect.
4
©Marco Del Comune
Policies
«The shared destination is liberation from the yoke, freedom from the most shocking cages:
inequality, oppression, the devastation of the environment and of people,
scandal of hunger and malnutrition».
(Carlo Petrini)
As well as the general theme, ample space will be given to the policies of the Slow
Food movement, with a particular focus on our international campaigns, the subjects and
areas of action expressed by the six motions from the Slow Food International Congress
held in 2017 in China, which represent the shared future focus and international
commitment of Slow Food. They are the result of an intensive, collective work that
involved all Congress participants:
• Climate changes, our eating choices, the agriculture we want
• The Africa of Slow Food and Terra Madre
• Biodiversity, knowledge, communities and cultures
that we want to defend and support
• Indigenous peoples’ knowledge, a key ally in facing global challenges
• Transmission of wisdon, access to knowledge, the diffused university
• Plastic in the planet’s ecosystem: A threat to our food and health
5
©Alessandro Vargiu
Places
«...the city of daydreaming, for its aristocratic perfection made of old and new elements;
the city of rules, for the complete absence of false notes both in material and spiritual terms;
the city of passion, for its benevolent accommodation of idleness;
the city of irony, for its tasteful way of life...».
(Cesare Pavese, writing about Turin)
Terra Madre Salone del Gusto 2018 will enliven many areas in Turin, as well as various
places throughout Piemonte. Here is a preview of what will be taking place.
More than 900 exhibitors, Slow Food Presidia producers, and food communities
from over 100 countries will be present during the five-day event, and 7000 Terra
Madre delegates from 143 countries will participate in seminars and meetings,
making this a unique gathering and celebration.
The pavilions at Lingotto Fiere will house the Market, along with some members of
the Terra Madre network; the Conferences will be organized in collaboration with the
Circolo dei Lettori di Torino, and held in the city center; various sites downtown will
host Taste Workshops, events designed to enrich our understanding and appreciation
of food and drink, side-by-side with producers; and the Enoteca will return to the
beautiful Palazzo Reale.
6
© Francesca Cirilli
Market
The Market has always been the heart of Terra Madre and Salone del Gusto, a meeting
place for thousands of small-scale producers from across the globe and for hundreds of
thousands of visitors, serving as a showcase for the extraordinary gastronomic diversity
of every continent.
In line with the event’s objectives, it will be necessary to work on identifying the
exhibitors, adopting more selective criteria than in the past, to ensure that they are
all as representative as possible of the philosophy of the Slow Food movement and our
policies, and can become ambassadors for our message. This requirement is in keeping
with the choices made for Cheese 2017, where only cheeses made with raw milk were
permitted. It was a bold choice, but it proved to be the right one, capturing the attention
of producers, the public and the media.
This is why Slow Food has developed new guidelines for TMSdG 2018 that will define
the requirements for participation in the event. We are also working on new formulas that
will see greater involvement from exhibitors—events, workshops, presentations, B2B
meetings—to highlight their role as stakeholders.
7
©Alessandro Vargiu
Conferences
The TMSdG conferences must become, even more than they already are, the catalyzing
moments of the event. We need to work on their accessibility—ensuring the widest and
most involved participation possible—and hold them in a prestigious venue that reflects
their importance. As well as looking at the classic format of the conferences, which focus
on the event’s themes with the involvement of international speakers and authoritative
figures, we are also evaluating the possibility of some new proposals for the 2018 edition:
• TED Talk-style events, with talks lasting around 10 minutes in which prominent people
discuss their position and opinions on specific subjects. These talks will be broadcast
on big screens and online.
• Slow Food Speakers’ Corners: spots dedicated to the collection of experiences, stories
and projects from producers and others—organizations, social operators, activists—
that exemplify issues relevant to the food world.
• Terra Madre Meets the City: the stories and projects of the food communities will be
used as the basis for meetings held in social spaces around the city (schools, prisons,
churches, public places).
• In-depth conferences aimed at businesses (companies, partners, sponsors).
• Terra Madre Forums: spaces for debate, exchange and technical discussion organized
by theme and geographic area, where delegates from the network can talk among
8 each other and with experts in different fields.
©Alessandro Vargiu
Education
«For the future of this planet we all need food education.
e have to learn how to care for the earth, because that’s where our food comes from, where life emerges
from. We have to learn how to feed ourselves. We have to learn how to communicate
with each other. All of this is best learned at school, when we’re still young».
(Alice Waters)
Every major Slow Food event includes activities aimed at educating visitors of all
ages. At TMSdG, the idea is to accompany classic formats like the Taste Workshops—
which are always popular with our regular visitors—with other activities for a less-expert
public with less disposable income.
• The Food for Change Workshops are accessible, practical events that aim to bring
about change in everyday behavior. They will be run by the Slow Food network with
to raise awareness among adults, young people and children on our international
campaigns.
• Interactive educational experiences will be inspired by the work done for Expo
2015 and are planned as free activities that Italian and international visitors can follow
autonomously to learn more about specific aspects linked to the world of food (for
example, the meaning of biodiversity and why it’s important to defend it, why we
should eat less meat but of better quality).
• Given the breadth and complexity of TMSdG, we will also be exploring the possibility
of organizing guided tours of the event, so visitors can interact with it in an easy,
logical way. 9
©Paolo Properzi
Showcasing
New Projects
Many of the projects of great importance to the Slow Food movement were launched or
presented in their early phases at previous editions of TMSdG. The 2018 edition will be
no exception, with two main projects to focus on:
• The “diffused university”, which is developing out of our commitment to promoting a
fruitful dialog between academic science and traditional knowledge, and the principle
that access to knowledge and culture are a human right, without distinction of class,
social background, race, origin, gender, age, etc.
• A presentation of the prototype of the first Slow village. This project is being developed
by Slow Food Great China with direct support from the Chinese government. Within
the next five years, 1,000 villages will be identified and start to put into practice the
philosophy of the Slow Food movement. Focusing on this project—which is potentially
revolutionary for Chinese agriculture—during the event should inspire a productive
dialog between the City of Turin, the Region of Piedmont and the Chinese authorities.
10
©Guo HaotianSome History
1996
First Salone del Gusto held as a showcase for small-scale producers and quality foods
2004
Terra Madre joins the Salone del Gusto as a meeting place
for thousands of food communities, cooks, experts and youth
2012
Il Salone del Gusto and Terra Madre become a single event,
showcasing biodiversity from every continent
2016
Terra Madre Salone del Gusto is held out in the open-air for the first time,
in the parks and squares of Turin city center
2018
Terra Madre Salone del Gusto 2018 will embrace all of Turin, combining the new format
from 2016 with the design of previous editions.
112016 Numbers
THE NETWORK
1,000,000 visitors – 900 exhibitors from 100 countries – 7,000 Terra Madre delegates
from 143 countries (including 1,200 hosted by families or family-run businesses) – 1,000
food communities – 1,000 volunteers – 150 host families and 850 beds made available
in the 40-plus Terra Madre towns – 70 chefs featured in the official program and over 60
chefs cooking in the Terra Madre Kitchens – 170 Italian Presidia and 140 international
Presidia
EVENTS AND VISITOR PARTICIPATION
5,000 participants in the Teatro Carignano conferences – 50 classes and 1,800 children
and parents involved in the 180 educational activities in the Borgo Medievale – All booked
events sold out (around 60% of tickets bought by international visitors) – Around 1,000
events organized by Slow Food, sponsors, exhibitors and other local groups (museums,
neighborhood associations, etc.) – 1,000 wines in the Enoteca – Over 1,600 B2B meetings
in the Food Mood space in Piazzale Valdo Fusi
PRESS AND COMMUNICATION
1,284 international publications from 54 countries (including Italy) featured the event –
Over 1,500 reports (press, web, radio and TV) in the Italian media and 415 international
reports – 892 journalists present (568 from Italy and 324 from the rest of the world, plus
photographers and videographers) – 400,000 users, 616,000 sessions and 1.9 million
page views on the event website
12
©Oliver MiglioreSETUP
15,000 square meters of tent structures and 47 kilometers of electrical wiring
ENVIRONMENTAL SUSTAINABILITY
70.42% differentiated collection of waste for a saving of 6,788 euros – 2 tons of food
saved and donated to the needy, worth around 8,000 euros – 102,000 half-liter plastic
bottles saved thanks to water fountains – subway use up by 48.69% on Saturday and
102.28% on Sunday compared to the previous edition
SOCIAL IMPACT
Over 90% of host families had maintained contact with the delegates hosted during the
previous edition – 85% plan to host again in the future – 95% of host families were happy
with the experience from a relational point of view – 50% said they had learned more
about products from other cultures – 14% changed their ideas about food as a result of
participation.
13
©Paolo Properzi14 posters of 2018 edition
pr e se n ta n o
Te r r a M a d r e
Salone del Gusto
vole r bene a l l a ter r a
#TerraMadre
22 s e t t e m b r e
26 in Tor ino
poster of 2016 edition
poster of 2012 edition
w w w. s lo w f o o d . it
15
poster of 2010 edition
poster of 2014 edition©Francesca Cirilli
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