For some years now, I’ve holidayed, self-catering, in Italy. The first time, in 2002, I was in the centre of Florence for ten days, and mostly ate out and only bought a few basics for home-cooking. But as time has gone on I’ve become more self-reliant.
Although I confess that I usually use self-service supermarkets rather than shops where you have to ask for what you want. Somehow, my Italian seems to evaporate under pressure. So I tour the shelves and fill a trolley or a basket, and when I get to the checkout, all I have to do is hand over the money or card.
I do always have the nagging feeling that my choice of goods marks me out as a foreigner, but then I have that same feeling in a supermarket at home.
Italian supermarkets, as you might expect, tend to have a different and better range of goods than your Tesco or Sainsbury’s. More, higher-quality fruit and vegetables, for example. Lots of cheeses. Premium olive oil. Local wines.
But they also sell a lot of crap. It’s Italy’s guilty secret perhaps; they’re famed for love of good food, but they also have big industries making mass-produced, “convenience” foods.
That’s what’s mostly promoted in television advertising as well, and one of the prominent names is ‘Mulino Bianco’ — White Mill — part of the huge Barilla group. There’s a large range of Mulino Bianco products: cakes, biscuits, bread and crackers; that sort of thing. I hadn’t seen any outside Italy until recently, when I came upon “Focaccelle” on the bargain shelf of Tesco in Craigavon.
They were reduced to a fraction of their former price because they were approaching their “best-before” date, but here’s the thing: I know that Mulino Bianco products don’t go off or get mouldy because they aren’t real food. All artificial. And anyway, “focaccelle” isn’t even a real word. It’s supposed to make you think of “focaccia” and that’s what the product vaguely resembles.
Yes, I did try them. It was only a few pence, and I was certain that they wouldn’t be disgusting, just doughy and bland. And so they were.
But I had forgotten that I should not have bought anything made by a Barilla company. In 2013, Guido Barilla, chairman of the company, made some stupid, prejudiced and offensive remarks about gay families. And then issued a “clairification” which simply dug himself deeper into the hole. Some people in Italy advocated a boycott, and Barilla’s competitor Bertolli began to advertise “Bertolli welcomes everyone, especially those with an empty stomach”.