Thanks to their support, and to the gorgeous table cloths and luxurious napkins by Masa, Parotex and Tessiltorre, the queen of Italian kitchens lent her voice to the campaign by Assofornitori and EXPOdetergo International at the trade show in Milan. Success was expected and masterfully delivered, as she championed the use of Italian-made cloth table linens in restaurants and food service because they are “green, beautiful, and recyclable”
A difference made even more noticeable, thanks to an endorser of phenomenal media impact like Benedetta Parodi, and to the spirit of initiative of three Assofornitori (laundry maintenance companies) member textile manufacturers like Masa, Parotex and Tessiltorre.
The partnership created at Host, the global trade show dedicated to food service and hospitality, between the queen of Italian kitchens and the three brands that bring excellence to the textile traditions of the Lombardy region, came together like a fine soufflé. The alliance produced brilliant results, as evidenced first of all by the visitors who met with the television host and author of wildly popular cookbooks, the most recent of which, titled “Ricette in famiglia”, immediately skyrocketed to the top of the best-seller list.
In such an atmosphere, it was no surprise that the numerous and highly competent visitors drawn by Host would be transfixed for an entire hour by the activities that took place at the spectacular multimedia Assofornitori and EXPOdetergo International stand, complete with glittering photo clicks, requests for autographs and a crush of Benedetta Parodi fans.
The event, emceed by the editor of Detergo, Stefano Ferrio, was designed to illustrate and disseminate the “mission” of the “Notice the difference?” campaign: the wholehearted appreciation and promotion of fabric in the food service industry, because it is more wholesome, more attractive and, also, more “Italian”. Three perfectly good reasons why — since it can be “laundered and recycled” — it should be preferred over the more polluting disposables, which only add ‘fiber’ to the overflowing landfills.
“When we go out – remarked Benedetta Parodi – to a restaurant or neighborhood cafe, we cannot, nor should we ever, settle for a menu filled with delicacies. Because dining well also means safeguarding the environment and the wellbeing that only the use of textile table linens can fully ensure”.
Words that espouse the objective of “Notice the difference?”. A campaign that is based on verifiable scientific data from a study conducted by Ambiente Italia on the guaranteed benefits of textile table linens, beginning with an astonishing 80% savings in non-renewable material resources, 60% in non-renewable energy resources, 55% in greenhouse gases, and 75% in waste produced.
When scientific facts are so firmly founded, the ensuing outcome is even more passionate and popular. This is exactly what happened at Host, where Benedetta Parodi, with the friendliness and finesse she is known for by millions of television viewers and readers, was able to corroborate the “Notice the difference?” data by presenting the three tables set with textile table linens. One by Masa for a romantic dinner, one by Parotex for a special meal among friends, and one by Tessiltorre for a formal dinner party.
Three different settings, chosen to highlight the ability of a skillfully chosen fabric, with its weave and its colors, to elevate the occasion for which it is being used. “I feel it is imperative – explained Benedetta Parodi – to emphasize the luxury and refinement of these fabrics. Notice how the brown shades of the Masa tablecloth accentuate the intimacy of a dinner for two; the checks in the Parotex tablecloth lend the right touch of warmth to a dinner among friends, and the dove grey of the Tessiltorre tablecloth conveys the prestige of a formal dinner”.
The tables lavishly appointed for the event were also a favorite during the other days of Host. Visitors continued to stop in front of the breathtaking display of tables set for a party, a real tribute to the finest in Italian entrepreneurship, in an all-Italian expo dedicated to the wealth of wine and food and to the resources that are essential to tourism-related industries.
Fitting conclusion to a show worthy of the traditions of both a global fair like Host, and a fair-industry leader like EXPOdetergo International, are the words of Barbara Casillo, speaking as director of Confindustria Alberghi: “I believe that events like this are essential to understanding both the economic and cultural criteria that serve to inspire a sector of excellence at this time of recovery and change”.
Detergo Magazine – November 2015