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The Caterer

Identità London

23 April 2010 by
Identità London

Now in its second year, IdentitÁ  London is an annual international gastronomic congress held at London’s Vinopolis. Founded by Italian food editor Paolo Marchi, Identita London is based on Identita Golose which was founded six years ago by Marchi.
Now in its second year, IdentitÁ London is an annual international gastronomic congress held at London’s Vinopolis. Founded by Italian food editor Paolo Marchi, Identita London is based on Identita Golose which was founded six years ago by Marchi.

Enter our prize draw to win one of 20 hampers of fabulous Italian products courtesy of the exhibitors at Identita London. To be in with a chance, pre-register for the event by contacting ivan@lotuspr.co.uk quoting "Caterersearch". In addition, the organisers of IdentitaLondon are offering a dinner for two at a Heinz Beck's Apsleys Restaurant at the Lanesborough hotel, London as a prize draw for pre-registered attendees

Vinopolis, Southbank, London, 7 and 8 June 2010

WATCH INTERVIEWS WITH THE CHEFS AT IDENTITA LONDON 2010

View photos from the event on Table Talk here

Now in its second year, IdentitÁ London is an annual international gastronomic congress held at London's Vinopolis. Founded by Italian food editor Paolo Marchi, Identita London is based on Identita Golose which was founded six years ago by Marchi.

"I wanted to create an event where chefs could really exchange ideas and develop their cooking," he told Caterer earlier this year, adding that until recently Italian chefs were very protective of their innovations and tended to squabble publicly about which culinary methods were the best.

"It's not just that each region believes passionately that it is better than others; it is that every town has its own peculiarities in how something is prepared," he says. Marchi feels that ultimately such attitudes were detrimental to the image of Italian food. "In France, chefs represent French cooking to the rest of the world, in much the same way as a beautiful model sells clothes" he says. "If they quarrel, they do it privately."

After attending Madrid FusiÁ³nPierre HermÁƒÂ©, Rene Redzepi, Ferran AdriÁƒÂ¡ and Heston Blumenthal Á¢Â€Â" as well as rising stars such asPaco Morales from Hotel Ferrero in Spain.

Such is the success of Identita Golose in Italy, that after a trial run in London last year, Marchi and his business associate, Claudio Ceroni, have decided to hold an annual Identita London as well. It will take place on 7 and 8 June this year.

The focus of the 2010 congress will be themed around Á¢Â€ÂœThe Luxury of SimplicityÁ¢Â€Â, which centres on creatively being driven from the ingredient and its seasonality. It will showcase the creation of dishes using less celebrated produce that require the intuition and creativity of the chefs, as well as their skill and artistry, to elevate the flavours of each component ingredient. This reflects the growing international trend towards more simple and natural cuisines, with a growing emphasis on specific raw foods.

International chefs:

British chefs:

Italian chefs:

Marchi commented, Á¢Â€ÂœAfter the astounding success of IdentitÁƒ London 2009 Á¢Â€Â" the first IdentitÁƒ venture outside Italy Á¢Â€Â" IÁ¢Â€Â™m delighted that chefs from New York to Hong Kong are joining us to celebrate this yearÁ¢Â€Â™s theme, The Luxury of Simplicity. This of course will be underpinned by the core spirit of the congress Á¢Â€Â" as an ambassadorial platform to promote the depth and diversity of Italian cuisine beyond its association with pizza and pasta.Á¢Â€Â

As well as the main stage events, the venue will also exhibit a selection of
specialist artisan producers, showcasing the very best in Italian produce,
wines and spirits.

To ensure complimentary entrance please register with ivan@lotuspr.co.uk

For further details, programme and updates visit www.identitalondon.com Á¢Â€Â"
Twitter: Á¢Â€Â" Facebook:identitalondon

IdentitÁƒ London is a trade congress, however tickets for the general public are
available to buy online Á¢Â€Â" www.identitalondon.com

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