Bistrot at Identità Golose: innovation is in-house

Autogrill Group  has been one of the sponsors of this major convention on cooking & kitchen innovation and chefs from all over the world. We took part in this 3-days event with our own stand, featuring our new internal international F&B brand: BISTROT.

In the kitchen, tradition often means healthy habits, however this is also inventiveness or the courage to experiment new paths and combinations that determine the success of a chef, a restaurant or a foodservice philosophy. If it’s true that food is life and culture, then gastronomic innovation is freedom. These themes were discussed by some of the biggest names in Italian and international cuisine at the 12th Identità Golose Convention held in Milan from 6 to 8 March.

Autogrill Group was one of the main sponsors of this event, which is one of the most important event in the international culinary calendar, organized by Magenta Bureau.

“The Force of Freedom is the title of the 12th Identità Golose event. So we thought it was important to be there because Autogrill has shown the strength to change and innovate over the years and transform its F&B offering for travellers more varied, healthier and more genuine.”
Ezio Balarini, Group Chief Marketing Officer – 

There is no coincidence about this support, as  Autogrill has something in common with Niko Romito, Massimo Bottura, Carlo Cracco, Matthew Kenney, Moreno Cedroni, Cristina Bowerman and the other great chefs who spiced up the 2016 convention: the capacity to innovate. Like the most well-known of the international cuisine, Autogrill sees the table as a place for interaction between philosophies and flavours, where differences and peculiarities meet together to create a unique experience. Given this conviction, Autogrill has committed years ago to an intensive programme of gastronomic research and development of innovative concepts that would transform the travel  F&B industry. So Identità Golose was an evidence for  Autogrill to be present.

Bistrot at Identità Golose

In how many places in the world can you try an extract of “Pomella”, an old Piedmontese variety of apple, and move on to “korvapusti”, a delicious cinnamon and cardamom flavoured roll from Finland? Where can you also enjoy “pan tranvai” – a traditional Milanese raisin bread – and D’UVA, a pure natural grape juice? One place only, the Bistrot space that Autogrill set up at Identità Golose.

“For us at Identità Golose, it is a sincere and profound satisfaction to be able to work with a dynamic enterprise like Autogrill.”
- Paolo Marchi, originator and curator of Identità Golose -

For Identità Golose, in fact, Autogrill set up a special Bistrot format to offer visitors a gastronomic tour of the heart of Europe, an exploration of culinary specialities steeped in tradition and oozing with taste.

“From research to innovation” is the path towards excellence that Bistrot set for itself and presented at the event in Milan. Indeed, guests at Identità Golose were offered the “cube”: wholemeal bread made with sourdough, soaked in sauce from PGI Sicilian cherry tomatoes and dressed with burrata cheese. They were also able to admire the craft bakery, met master bakers Stefano Bongiovanni and Salvatore Vullo and tried some of their specialities.

Excellence is also a matter of details and it’s in the details that innovation finds inspiration for injecting new life and taste into tradition.

Bistrot: Europe’s culinary excellences can also be enjoyed on the go

Developed in collaboration with the University of Gastronomic Sciences in Pollenzo and already active in five European countries (Italy, The Netherlands, Switzerland, Germany and Finland), Bistrot has built its success on the promotion of typical local products and gastronomic traditions. The concept embraces gastronomic excellences whilst carrying forward its in-house research, with due reverence for culinary history and culture. Carefully selected local producers, local in-season ingredients and style, and short production chain are the values with which Bistrot is revolutionizing travel foodservice and offering customers a unique experience of taste that’s sustainable.

Autogrill and Magenta Bureau: power to innovation

Collaboration on gastronomic innovation between Autogrill and Magenta Bureau, the organizer of Identità Golose, is a consolidated reality.

In 2012, the two organizations formed the Culinary Council, an international programme of gastronomic innovation under which the Autogrill Group brings chefs and opinion leaders from the food service industry together, every year, to pool and discuss useful and powerful F&B ideas  to transform the travel foodservice offering.


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