6.1 Arcigola becomes Slow Food
Between the late Eighties and the early Nineties, a new associative reality emerged in the wine world, destined to influence the subsequent development of the food and wine world: a real movement of opinion was born that gradually influenced the evolution of the wine reality and then the gastronomic one, first as "Arcigola" and later as "Slow Food".
Thanks to its work and influence, the resulting movement of thought gradually qualified the identity of Piedmontese wine and, little by little, also that of all Italian wine.
An enormous contribution to development followed thanks to the initiatives implemented: first the Conventions dedicated to Piedmontese wines, then the creation of wine Guides and more, starting with the one entitled "Vini d'Italia", long produced together with the Gambero Rosso publishing house. But other editorial operations should not be overlooked, such as the "Guida al Vino Quotidiano" and the one dedicated to the "Osterie d'Italia".
For a long time "Vini d'Italia" was "the Guide" par excellence. Many consumers, both intermediate and final, considered and used it as a real "bible" of orientation and consultation in view of their choices among quality and origin wines.
"But I believe that the most interesting operation conducted by Slow Food – Luciano emphasizes – (to which our company has always adhered) was the creation of the Pollenzo Agency, with the recovery and renovation of a structural and historical heritage of great value and with the subsequent foundation of the Wine Bank and the University of Gastronomic Sciences. Returning to the "Vini d'Italia" Guide, the different influence it exerted on consumers should be emphasized: Italian ones concentrated mainly on tastings and scores. They rarely purchased. Foreign ones, on the other hand, tasted, selected and then also bought significant batches".
Even in relations with Slow Food and the various promotional initiatives put in place over time, Luciano maintained an attitude that we could define as "selective". Collaboration yes, and in many instances, provided that the individual proposals were consistent with the company's approach and strategy, without ever "buying a pig in a poke". Even with Slow Food, therefore, the relationship was very frank, privileging the initiatives that the company could manage and enhance adequately.
"We knew – Luciano specifies with his natural frankness – that we did not have the strength and operational support within the company to properly follow all the initiatives that were proposed to us, and so we dedicated ourselves only to the events that we considered most consistent with our potential. Thinking about it now, I believe we made the most correct choice: it was not worth it, indeed it risked being expensive – and not only from an economic point of view – to dedicate our attention to an exaggerated number of events".
Thanks to the work started in those very years, Luciano met and became familiar with many producers, both in Piedmont and in the rest of Italy. With some of them, a beautiful relationship of friendship was also born. Great men who made great wines like Giacomo Bologna, Mario Schioppetto and Mattia Vezzola of Bellavista, to name a few.
Also in the world of the press, Luciano established many relationships of esteem and sharing. Among all, mention should be made of Jens Priewe, Johann Willsberger, photographer, artist and, above all, in love with the Langhe, Burton Anderson, James Suckling, Antonio Galloni, Daniele Cernilli, Enzo Vizzari, Gianni Fabrizio, Cesare Pillon, Luca Maroni, Gino Veronelli and Daniel Thomases.
