RIMINI (Italy) – Translating the word “gelato”? There are words that identify with absolute clarity not only what they describe, but also what they represent, so are therefore untranslatable.
Using the word “gelato”, one intends not only a specific food, but the culture of Italian taste in the world, the creativity of master gelato makers and the quality of the entire production chain.
The word “Gelato”… just like espresso, pizza and pasta is untranslatable. In fact, there is a common denominator for those products that clients request and are made and then served according to the chosen flavour and personal tastes. The denominator is that there is a person behind the counter, a “craftsman” of flavour, someone who concentrates an endless story with its roots in centuries of tradition into a few minutes’ preparation.
This is why Rimini Fiera’s SIGEP, the world’s most important expo for the artisan gelato chain, has decided to make “SIMPLY GELATO” go viral.
At SIGEP they explain, “We want to carry this ‘mission’ worldwide, because artisan gelato is a unique product, different from the industrial variety – some of which is very good–which is known throughout the world as ice cream. They are two different products, and are so because artisan gelato is able to satisfye very palate- kiddies’ and adults’ alike -under the banner of something inimitable, made freshly every day, now almost always before clients’ very eyes, is available in hundreds of flavours that highlight the typical specialities of every area in the world, and therefore has a specific – untranslatable – name: simply… gelato!”.
From gelato parlours all over the world, who receive products and technology from Italian companies that export up to 90% of their output, SIGEP awaits (on Facebook, Instagram and Twitter)photos of venues in which the words “gelato” or “gelateria” (gelato parlour/shop) are highlighted, videos with declarations of love for gelato, all to be spread throughout the social networks in order to contaminate with a smile the millions of people who love gelato… simply gelato. Use the hashtags #simplygelato and #Sigep2017.
