Authenticity and why it matters.
Nico believes that it should be a matter of national pride for Italians that they are seen to provide the best food and service in a uniquely Italian style, that non-Italian restaurants cannot replicate.
Although there are good "Mediterranean style" restaurants around nowadays, only an authentic Italian offers the diner the complete package of traditional Italian values, including warm hospitality and respect for the family, together with exceptional freshness and quality of the food and drink, which makes an authentic Italian meal such a special experience. A real Italian gives you quality food, freshly cooked by a skilled and knowledgeable chef, served by friendly and courteous staff in a uniquely casual and relaxed atmosphere.
Here are two articles from restaurant trade magazines exploring the concept of authenticity in the restaurant business and why it matters to consumers.
Article from Italia UK Magazine
We share the views of the Minister in this article. We are concerned by the number of restaurants trading as "Italian" but that are in effect no more Italian than one the large corporate Pizza chains.
Imposters Beware
Minister Giovanni Alemanno wants to administer a mark of approval
No doubt we are all aware that the Italian government is taking on something which has been troubling people for years - being able to find an Officially Certified Italian Restaurant.
It is planning to introduce a system of quality control to guarantee the authenticity of Italian restaurants abroad, which is to be run along similar lines to that which assures the quality of Italian wines.
Giovanni Alemanno, the Italian agriculture minister, made the proposal at a meeting of a cultural association in Rimini in August 2002. Giovanni, a member of the right wing National Alliance, said that Italian restaurants were suffering unfair competition from low-quality impostors.
"Hundreds of Italian restaurants are created around the world every day, but in most cases the only thing Italian about them is the name or a tricolour flag on display outside," Mr Alemanno told the meeting. He said the mark of approval would be administered in conjunction with Italy's restauranteurs' association.
The Italian Ministry of Agriculture is planning to send inspectors worldwide and what they're actually going to do is thoroughly check out any Italian restaurant that wants to display the official certificate of authenticity in the window. It's suggested they'll take a close look at the quality of the ingredients, how the dishes are prepared, the service, the authenticity of the menu, the ambience of the dining room, the wine list, and make sure all this matches up to the new criteria that will be introduced.
Mr Alemanno said, "A client who has just tasted a particular cheese or olive oil will then be able to buy that product via the internet directly from the producer".
The UK has a high standard of Italian restaurants, especially those centred around the major cities. However, there are some with standards that would not match up to those back in Italy . Every restaurateur must ask him or herself if they are "true Italian", with an authentic menu, featuring genuine Italian ingredients and products? Who can truly answer "yes" to this criteria?
This new system of authenticity is rumoured to be administered by utilising some of the existing network of Italian associations and alliances already operational here in the UK . When and how this will actually be put into action in still under discussion, but this could prove a more than demanding task to implement.
Perhaps this will be good news to the unsuspecting British public, who can now look forward to perfect pasta "al dente", instead of soggy overcooked pasta prepared by a chef who is an imposter from another country? The days of red and white checked tablecloths and Chianti bottles with half-melted candles stuck in them are almost over, but how can the public tell is an Italian restaurant is worth its weight in Mozzarella? "La Guarnizione di Approvazione" displayed on the premises intends to do just that!
Another consideration for the Italian Government is that they will have to educate the customer into recognising the seal of approval, which means much more than just alerting the restauranteur to the rules of authenticity. Perhaps a national media campaign will educate the public to look for the seal of approval, with branding similar to the strong lines of the famous French "Michelin" or "Egon Ronay", both of which are well known to UK diners.
The concept of "authenticity" for Italian Restaurants is not a new one, since in 1982 an organisation named "Ciao Italia - Ristoranti Italiani nel Mondo" was formed in Rome . The belief of its founder was that; "Italian Restaurateurs should act as true Italian ambassadors, providing a traditional warm hospitality and delicious cuisine using authentic ingredients".
"Ciao Italia Great Britian" was formed here in 1984 with the objectives of those agreed in Rome, and today Ciao Italia still exists with its members using genuine Italian products and ingredients which are supplied by reputable importers and distributors. Which is almost along the lines that Italian agriculture minister Mr Alemanno wants to implement on a larger governmental scale worldwide. Given the number of Italian restaurants around the globe then this is a task of enormity and magnitude. However, whilst this is good news for most - "impostors beware!"
Article from Menu Magazine
This is an article from "Menu Magazine" in which Nico explains his beliefs about "authenticity" and why this is important for British diners.
Authenticity
A Burning Issue
The question of "authenticity" is a burning issue throughout the restaurant industry and, no matter what the sector, the problems seem to be the same. There are restaurants calling themselves Indian which are not; there are restaurants calling themselves Thai which are not, such that The Royal Thai Embassy had to get involved in a quality scheme. It is not surprising, therefore, that the same question should rouse great passions in the Italian sector.
Such a person is Nico, of the attractive and popular Da Nico restaurant in Warrington, who has always insisted that Italian cuisine should be kept as authentic as possible.
"I always believed that only Italians can create the authentic atmosphere and this is why most people love Italian restaurants; because of the courteous attitude of the waiter and smiling, considerate chef", he says. "Unfortunately for the Italian brand, more and more restaurants are falling into the wrong hands (where proprietors are not Italians, cutting quality and professionalism to gain higher profit margins). They are creating a massive quality gap, and are giving the authentic Italian restaurants a bad image. That is why the Italian Politiche Agricole (Minister for Agriculture) Mr Alemmano came up with the brilliant idea for tackling these cowboys".
Giovanni Alemanno, the Italian agriculture minister, made the proposal at a meeting of a cultural association in Rimini in August 2002. Giovanni, a member of the National Alliance, said that Italian restaurants were suffering unfair competition from low-quality impostors.
"Hundreds of Italian restaurants are created around the world every day, but in most cases the only thing Italian about them is the name or a tricolour flag on display outside," MrAlemanno told the meeting. He said the mark of approval would be administered in conjunction with Italy's restaurateurs' association. The Italian Ministry of Agriculture is planning to send inspectors worldwide and what they're actually going to do is thoroughly check out any Italian restaurant that wants to display the official certificate of authenticity in the window.
It is planning to introduce a system of quality control to guarantee the authenticity of Italian restaurants abroad, which is to be run along similar lines to that which assures the quality of Italian wines.
Nico stresses that he in no way has anything personally against such restaurants, but only wants the consumer to understand that not all so-called "Italian" restaurants will be able to deliver the atmosphere and product in true Italian style.
Nico was born and grew up in a town called Maratea, located on the coast of the Basilicata region of Southern Italy, near the Tyrrenian sea. This is where his mum and dad ran a hotel and restaurant. He grew up with a passion for food. His father sent him to a hotel school where he graduated with a diploma then travelled around Italy and Europe, experiencing different cultures.
Travelling, he found places where there was a massive difference between Italian restaurants of his homeland and those abroad. Many European countries produced relatively good Italian food. In England this was not the case, and he found that the Italian food wasn"t well represented. He was shocked to discover that most English people knew Italian food as only Spaghetti Bolognese and Pizza.
After working in Covent Garden, London, for a few years he decided to go to the North of England where costs were lower, and open a restaurant offering the authentic food and service that he passionately feels Italian cuisine deserves.
