Author

Amory

Amory

“I do make pants”

“In the last 16 years we measured 5000 women. From that research we found many new results…Why does the body work like this? What does the body do about walking?…The pants show the body. It should be a nice picture and painting. We want to make that possible. That was our purpose. We’ve never been satisfied by anything that is half.”

Anti-convenience

The FoodTech world is fatally out of touch with the food world. In the food world people consume at least as much food porn as meals, spend their free time closely observing chefs making things by hand, and take an added pleasure in reading about food, cooking, and restaurants. It’s a hot journalistic category. Two crucial sensations in the pop culture passion for food are pleasure and power. The pleasure importantly can be mediated and digital, not only sensory. Food gives us other pleasures than taste.

“Because I always wanted to”

“I never wanted to be in the family business. So I went to London. I was cooking for Barclay’s Bank. But those people were both very demanding and not very appreciative.

Cultivating Taste

Someone hands me a glass of wine. While I stand tasting it, the next vendor plies me with a sardine. I finish the wine and take a few steps, to be offered a scoop of mascarpone (sheepsmilk ricotta with sugar, the filling for cannoli), a few steps more and see a special cheese to try, then onion jam, then panettone, then salami… Each taste the chance of of a lifetime.

Heritages

Because this grape was difficult to grow and not abundant it fell almost completely of production in favor of more abundant varieties. In the 1990s, winemaker Elvio Cogno rediscovered the wine and got it back into production. This was not easy because they had to actually locate and select the plants. The contemporary interest in autochthonous wines provides the support to bring a difficult grape into commercial viability.

The Comeback

For his father’s generation, value meant to save money on inputs. He was buying milk. Francesco sees value as quality. He’s buying cows.

Down the Battery

Denominazione d’Origine Protetta (DOP) Balsamico to be certified by the “consortium” (and receive its label and €10/ml price) must age for 25 years through a “battery”. Nevertheless no balsamic has an age, because the barrels are never emptied or cleaned. They still contain the sediment of hundreds of years. Giusti produces 250 l/year.

Food with Context

Food is a focal point for the struggle of meaning against machine. Food’s meaning comes from context, the very context which commodification destroys or conceals.

Julian’s Yes

“I don’t do something just for money reasons, but also for quality. For the thing itself. I like single components. I never use any kind of mix. I make it all by myself. I don’t like the tendency in business that you can buy everything ready-made.”

3D printing

If we can have exactly what we want, in the size and color we want, with a small modification, a lot of our retail expenditures will fall away, as will surely some of the ability to manipulate buying preferences, and, hopefully, wasteful overproduction.