A new way of eating Italian
ROME - Paisan has been launched at the Foreign Press Association in Rome. An initiative of Alfredo Tesio, head of the Association’s Taste Group, Paisan aims to provide a solution to the worrying phenomenon of “Italian sounding,” an issue that damages Italy’s economy and the image of Italian products every year, given that the sale of fake Italian products accounts for more than 70 percent of total sales on the international market.
The innovative start-up that aims to bring together the best Italian products through the concept of 'Joy of Life', and to make them popular worldwide. This will be achieved through the use of a common language, the language of eating and drinking according to the Italian philosophy of living well and appreciating slow food, a way of enjoying a simple, pleasant, enjoyable dinner with friends in a sociable atmosphere. Paisan’s goal is to export this mood and to share it with its foreign customers.
In addition to overseeing the company’s online projects, Andrea Coiro (Paisan’s project manager and the managing director of Emporio Nazionale s.r.l.) has recently signed an agreement with the Società Dante Alighieri in order to strengthen Italian culture abroad (www.ladante.it).
After meticulous research to select the artisanal products that best convey a strong link with their territory in order to provide the highest culinary level with 100% Made in Italy genuine products, Paisan aims to give its customers the opportunity to experience a true Italian dinner at home. This goal has been aided by the company’s collaboration with Apulian chef Nicola Russo, from Foggia, whose video-recipes show the audience how to prepare a delicious Italian meal. Moreover, customers will have the opportunity to learn about the history of the artisanal products through the “Meet the Farmers” videos.
Paisan will also offer up-to-date information about Italian lifestyle: fashion, design, culture, tourism, recipes and football. All of this will help to prepare a dinner with good wine, amazing dishes, and a friendly atmosphere, and to create an authentic and unique Italian dining experience.
Food & design
In developing a merchandising line, Paisan wanted to offer customers the opportunity to experience the Paisan philosophy in their everyday lives, with simple items resulting from careful research into handmade products that express that concept, the famous joy of life.
It is for this reason that organisers selected a beautiful apron (better known as “parannanza”, because it used to protect the cook's clothes from stains) made of cotton and with adjustable straps, as well as a set of mats with which to lay the table in a simple and tasteful manner (products are hand-sewn by Italian artisans).
Then they thought about Italy’s tradition of ceramics and went as far as Grottaglie (in the South of Apulia) to find Cinzia, a talented young woman who draws upon her ancestors traditions to create items that are unique and full of history. Together they created the Paisan oil cruet, paired with the platter, the ladle holder and the useful ladle rest, because, as chef Nicola Russo says, when you cook, you always have to taste.
A nd finally, to bring the joy of life together with everyday life, they made a shopping bag in the colors and materials of Paisan.
