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“Down every aisle a single thought follows me like a shadow: Brand Italy is strong. When it comes to cultural currency, there is no brand more valuable than this one. From lipstick-red sports cars to svelte runway figures to enigmatic opera singers, Italian culture means something to everyone in the world. But nowhere does the name Italy mean more than in and around the kitchen. Peruse a pantry in London, Osaka, or Kalamazoo, and you're likely to find it spilling over with the fruits of this country: dried pasta, San Marzano tomatoes, olive oil, balsamic vinegar, jars of pesto, Nutella.
Tucked into the northwest corner of Italy, sharing a border with France and Switzerland, Piedmont may be as far from the country's political and geographical center as possible, but it is ground zero for Brand Italy. This is the land of Slow Food. Of white truffles. Barolo. Vermouth. Campari. Breadsticks. Nutella. Fittingly, it's also the home of Eataly, the supermarket juggernaut delivering a taste of the entire country to domestic and international shoppers alike. This is the Eataly mother ship, the first and most symbolically important store for a company with plans for covering the globe in peppery Umbrian oil, and shavings of Parmigiano-Reggiano Vacche Rosse.
We start with the essentials: bottle opener, mini wooden cutting board, hard-plastic wineglasses. From there, we move on to more exciting terrain: a wild-boar sausage from Tuscany. A semiaged goat's-milk cheese from Molise. A tray of lacy, pistachio-pocked mortadella. Some soft, spicy spreadable 'nduja from Calabria. A jar of gianduja, the hazelnut-chocolate spread that inspired Nutella- just in case we have any sudden blood sugar crashes on the trail.”
― Matt Goulding, Pasta, Pane, Vino: Deep Travels Through Italy's Food Culture

“The Langhe is a paradise, a giardino: pears, apples, pomegranates, chestnuts. Everything you could want to eat falling from a tree. And above all, nocciole. You see those trees? Those are South American hazelnuts. Fatter. Rounder. There are also the smaller Turkish hazelnuts, but Ferrero Rocher uses the big ones to make Nutella. And wine- everywhere, wine. Barbera, Bonarda, Dolcetto, and the king, Nebbiolo, the king of all grapes.”
― Matt Goulding, Pasta, Pane, Vino: Deep Travels Through Italy's Food Culture

“Renzo from Roddino leaves us on the doorstep of Osteria da Gemma, a Langhe culinary landmark in a village scarcely large enough to fill the restaurant. Before we can shake off the wet and the cold, before we can see a menu or catch our breath, the waiter comes by and drops a cutting board full of salumi between us. Prego. Then another plate comes out- carne cruda, a soft mound of hand-chopped veal dressed with nothing but olive oil and a bit of lemon, a classic warm-up to a Piedmont meal.
The plates continue, and it soon becomes very clear that we have no say in the matter. Insalata russa, a tricolore of toothsome green peas, orange carrots, and ivory potatoes, bound in a cloak of mayonnaise and crumbled egg yolk. Vitello tonnato, Piedmont's famous take on surf and turf: thin slices of roast beef with a thick emulsion of mayo and tuna. Each bite brings us slowly out of the mist of emotion and into the din of the dining room.”
― Matt Goulding, Pasta, Pane, Vino: Deep Travels Through Italy's Food Culture