Adnkronos (Adnkronos) – In a country that boasts one of the richest and most diverse agri-food heritages in the world, with over 800 denominations and hundreds of thousands of restaurant businesses worth several billion euros, knowing how to properly communicate a product is the key to conveying its authentic value.
In the current landscape, communication represents a concrete tool for conveying the story, the connection to the territory, and the unique quality of each product, making it accessible and recognizable as an excellence. From this awareness comes Communication in Food & Wine, the new book by Stefano Carboni, food and wine communicator at MG Logos, published by Agra Editrice in the Marketing Ideas & Tools series. The book, presented on Wednesday, October 21st in Rome at the Limonaia of Villa Torlonia, aims to be a practical guide for understanding the dynamics and mastering the true tools of the communicator's profession.
"Initially," says Stefano Carboni, university professor and agri-food communicator, "I had conceived this essay to guide my students, during lectures at the university and in other contexts, through their exploration of a sector as fascinating as it is complex. However, as I wrote it, I realized it could appeal to a much wider audience, becoming a useful tool for both those who want to be communicators and those who want to be communicated with.
I wanted to share, from an insider's perspective, the relationships between all the players involved, from the communications officer to the subjects communicated with, up to the role of the media and the public, with the aim of presenting the concrete tools available to a communications agency to carry out its work.
This volume takes the reader on a journey through anecdotes, behind-the-scenes stories, languages, and relationships within the world of communications, exploring the work of the communicator from behind the scenes, following the path that transforms an intuition into a structured strategy. Communication in food and wine explores relationships with the press, event planning, and the challenges of contemporary communication, including internationalization and social media. This is illustrated by contributions from two key industry partners, Gheusis and Aromi. What emerges is a vision of communication as a labor of sensitivity, method, intuition, and the ability to understand one's interlocutor. Communication is not simply about conveying information, but about recognizing what deserves to be shared and identifying the right way to do so.
"Agra Editrice," emphasizes Sergio Auricchio, editorial director of Agra Editrice, "has always dedicated a significant portion of its catalog to topics related to the world of agri-food. We thought it was time to dedicate space to a volume that focused on how to showcase products, businesses, and regions in an increasingly competitive market. To do this, we relied on Stefano Carboni, a professional who has been working directly in the field for years, combining expertise and practical experience, providing useful techniques and solutions to best address the challenges of food and wine communication."
The essay addresses communication through a process that explores both the tools typically used by a communications agency and the relationships between the various players in this complex arena. "To make the manual as comprehensive as possible," concludes Stefano Carboni, "I enlisted the help of several colleagues specializing in specific sectors. My special thanks go to Silvia Baratta of Gheusis, who oversaw the section on international press relations, and to Morgan Babsia and Fabio Rinaldi of Aromi, who provided their expertise on the sensitive topic of social and digital communications."
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