By Stefano Bosco
Continue to communicate, adapting language and issues to the current situation, or remain silent waiting for better times? The emergence of the Coronavirus, and the consequent large lock-up, has led to a Hamletic doubt also in the food sector.
Difficult to give a correct answer to this question. Certainly the communication of these days cannot bring immediate benefits, but it is equally true that continuing to circulate your name and "put your face on it" through beneficial initiatives, messages of support or simply with activities aimed at distracting and engaging the citizens who must #to stay at home, it can be an ethical and intelligent way to retain consumers and start again (when possible) to rebuild what the virus is inevitably destroying.
In this, social networks certainly come in handy. In fact, there are many initiatives organized by companies, chefs and restaurants, but also by journalists, foodbloggers or experts in food communication, to narrate in a virtual way a world that can no longer (temporarily) be savored in reality.
The wine sector, for example, has numerous initiatives. Like #uncorked at home, conceived by Luca Balbiano, wine producer from Turin, who has decided to continue telling the charm and secrets of good wine by involving producers, experts or simple enthusiasts (over 3.000 followers in a few days) through live facebook live, but also with virtual toasts thanks to the posting of videos, photographs and testimonials from all over Italy on the page. And, also, by proposing a charity initiative to support "family doctors" which will allow those who have contributed to visit the cellars of the producers participating in the project, once the emergency is over.
From wine to beer with #ibirraicimettonolaface, born from an idea of My Personal Beer Corner, to tell the stories and the life "always in turmoil" of the brewers, between known breweries and small producers. An opportunity, also this one, not to lose the thread of one's passion and to create a community to be able to share together.
Of course, even the chefs, already so protagonists in normal times, answered this! adapting to new needs to tickle (at least) the sense of sight of its customers / followers and suggest new possible recipes, easy and less easy, to prepare at home. If on the one hand the hashtag has gone viral #chefinquarantineon the other hand, numerous chefs, starred and not, open the doors of their domestic kitchens to let the army of food lover enter in search of new gastronomic secrets.
The world of catering also adapts in other ways. From the guarantee of maintaining the service through food delivery to the platform "Supportsreastaurants.org" born in the United States and quickly exported to Italy, which invites consumers to pay for a dinner today to enjoy it tomorrow through a sort of culinary mini bond.
Naturally, i guarantee coverage and media proximity to restaurants, companies and chefs food journalists and foodbloggers with interviews, insights and video and social campaigns to always keep the attention high and stimulate the taste buds of the readers. Also through collateral and engaging initiatives such as #table without borders launched by the food expert Marilena Buscemi and who, in a few days, gathered over 1.000 people in an immense virtual table to talk about recipes, exchange useful tips, propose their creations, in the convivial way that only the world of food can give .
These are just some of the countless initiatives that were born and are being born in Italy to communicate food and its protagonists. Because even if afraid, upset and closed in the house, we always remain Italian: a creative people, optimistic and fond of good food and drink in company.
