Trevisan inlay, chief editor of Class Life tells us about the "Food Economy" broadcast, started in September 2020 when it seemed that the pandemic was loosening its grip. Food Economy today gives a voice not only to the various players in the agrifood chain, but also to the final link in catering.
How did you deal with this pandemic and the consequent great difficulty in the restaurant sector with the editorial staff? Have you somehow changed your usual narrative? Have any particular initiatives been carried out to describe this period so out of the ordinary?
«With the closures and limitations imposed by the pandemic, the possibility of interacting with the different realities of the sector has greatly reduced. Regarding "Flavors and Perfumes", the transmission of Class Life dedicated to food and wine, the biggest difficulty was losing the "physical" part of the job. With the cancellation of visits, transfers, participation in conferences, contact with our customers and collaborators also fell away. There was an obvious change in the narrative, especially with regards to the interviews which, not being in attendance, went through the various platforms. The transmission "Food Economy" was born to give voice, light and media space to different agrifood players but also and above all to restaurateurs and chefs, with whom we are following the various stages of the restart and to whom we have given ample space to convey their appeals and opinions on evolution of the situation. We also started with our social pages, strengthening communication through these channels (Twitter, Linkedin and Instagram) that we had not activated before. "
From your point of view, how did the food and catering companies communicate? Are there any initiatives that particularly impressed you and that you wanted to highlight?
«Surely everyone had to, inevitably, respect distances and focus a lot on online events. And I think this was also positive. There have been several interesting initiatives, but often very similar to each other. The positive aspect is that companies, restaurants and chefs have begun to "pamper" customers in a different way, and be closer to them. More than before, paradoxically, there has been greater attention to their needs and necessities ».
And how did your viewers react? Have you noticed a greater sensitivity to certain issues related to the world of food? In your opinion, has there been an increase in attention to this sector?
“We haven't noticed any major changes in the way our users interact with us. In addition, I believe there has been an increase in interest in the food sector, but also and above all because with the increase in smart working and the more time spent indoors, food has become a company and source of comfort for everyone. And cooking is a way to take time for yourself and "disconnect" from the routine. A little pink parenthesis and family aggregation, within the home ».
When, finally, we can really talk about a restart, how do you think communication in the food sector will change? Which channels should be privileged and which ones have had their day?
"Surely companies or restaurateurs who have implemented their communication strategy with the use of social channels will continue to do so and will probably increase their use. Even if a return to a more "experiential" communication is hoped for. I am thinking of streaming wine tastings that take a lot away from a physical appointment in which there is also a discussion with colleagues and in front of the producer or oenologist or wine expert engaged in the narration and tasting ».
Do you have any future projects that you want to anticipate related to your editorial team or your professional life?
«We will see to what extent the food sector will be able to restart to take any decisions or plan new initiatives. There is the hope of starting again soon with the Class Life transmission, linked to the 360 ° lifestyle, with the reopening of exhibitions, fashion shows, cinema, etc. . Maybe with a different formula and "dressed" in a new way ».
