![\"In](\"https:\/\/static.toiimg.com\/thumb\/msid-134440314,imgsize-686183,width-400,height-225,resizemode-4\/in-italy-diners-can-take-home-the-ceramic-plate-their-meal-was-served-on-the-1964-tradition-now-survives-at-111-restaurants-across-the-country.jpg\")
<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div><\/div>\n<\/div>\nPlates often carry the best memories, those of good food and good times. But you always have to leave them on the table as you move ahead in search of the next best dish and company. In Italy, things are done a bit differently. In a tradition called The Piatti del Buon Ricordo, or \u201cPlates of Good Memories,\u201d which dates back to 1964, diners can enjoy a meal and take the plate it was served on home as a souvenir.\u201cThe Italian trattoria is one of the symbols of our people\u2019s culture and tradition. It\u2019s not just a place to eat but also a place for tradition and memorable encounters\u2014all of which are deeply rooted in our history,\u201d said Alberto Cauzzi, food editor for Forbes Italia, as per a report by Smithsonian magazine.<\/p>\n While many travellers and foodies have enjoyed a meal at a trattoria, but few know about a custom called Piatti del Buon Ricordo that was conceived in the 1960s to promote trattorias nationally and worldwide. The phrase means \u201cplates of good memories.\u201d In participating trattorias, diners who order the signature dish can take their plate, a hand-painted ceramic collectable, home as a souvenir.A dozen restaurants participated in the promotion at the start. The movement grew to include more than 130, and, today, 111 authentic trattorias still promote regional cuisine in this special way. Vintage plates draw interest worldwide, with collectors searching thrift stores and spotting the ceramics at notable design fairs in Italy, reviving interest in the hobby itinerant eaters once obsessed over.The mind behind the tradition is Dino Villani. He was a businessman with a knack for finding trends and marketing them. He was the mastermind behind some unforgettable cultural touchstones in 20th century Italy, such as the \u201c5,000 lire for a smile\u201d contest.In essence, Villani wanted to boost tourism and gastronomy in Italy following World War II, when supermarkets were becoming more prevalent and farmers were slowly losing their gravitas in society. In 1964, when Villani launched the program, French-influenced menus were gaining attraction among young and influential Italians. Michelin-starred chef Davide Scabin of Carignano in Turin, Italy, said the initiative was an \u201cearly expression of marketing Italian gastronomy to counterbalance the overwhelming influence of French gastronomy, which was gaining momentum in Italy at the time.\u201d\u201cIt was the years of the economic boom, and restaurant customers were eager to embrace new lifestyles. They were more attracted to international models than to the authentic values \u200b\u200bof traditional Italian gastronomy, which was in danger of disappearing from restaurant tables,\u201d added Cesare Carbone, president of the Buon Ricordo Restaurant Union, the official governing body championing the concept for more than half a century.Wanting to keep Italian cuisine at the forefront, Villani gave diners an incentive. \u201cDine in a trattoria, order and enjoy a regional dish, and take home the handmade ceramic plate at the end of your meal,\u201d said Carbone, who also owns Trattoria Manuelina in Recco, a member restaurant. The idea was conceived to \u201cpromote, and defend rigorously, Italian cuisine,\u201d Carbone explained.The hands behind the plates are those of artisans of Ceramiche Artistiche Solimene, a family-run business in the Amalfi Coast\u2019s Vietri sul Mare that is known for its ceramicists. They have always hand-painted the plates, made from raw clay from the quarries of Ogliara. Since 1985, Milanese graphic designer Paolo Argenton has designed the pieces. \u201cEach restaurant chooses its signature dish, which is then illustrated by Argenton with other elements depicting the city or town in which it is located,\u201d Carbone explained. \u201cThe plate is given to those who choose the Buon Ricordo menu, so they can take home a \u2018good memory\u2019 of an unforgettable tasting experience.\u201dVillani could be regarded as an influencer of his era, said Michelin-starred chef Davide Scabin of Carignano in Turin, Italy. \u201cAt the time, Italy itself was still somewhat exotic as a travel destination for Italians, and going from north to south and tasting ingredients never before encountered was a genuine discovery,\u201d he said.When Villani\u2019s initiative launched, Italians hadn\u2019t yet realized that the great richness of the country\u2019s gastronomy lay in the extraordinary diversity of its regional cuisines, Carbone explaied. \u201cThe Unione Ristoranti Buon Ricordo was founded precisely to safeguard this extraordinary heritage and enhance what is now commonly called \u2018local cuisine,\u2019” he said.<\/p>\n Buon Ricardo still remains on the table. On eBay, bidding for a plate can start at 3 euros and reach more than 150 euros, and home enthusiasts can find the ceramics in places as diverse as major design fairs like the Maison et Objet in Paris to stores like ABC Carpet and Home in New York City. There is even an association for collectors.When Piemonte-native Roberta Ceretto opened the trattoria La Piola in Alba in 2005, paying homage to the Piatti del Buon Ricordo concept was a way to express her family\u2019s love for art. \u201cWe wanted to honor that heritage while giving it a contemporary edge,\u201d she says. \u201cWe commissioned 12 different artists who created 39 custom designs for us. Some of them found the request completely crazy, because they had never painted on a round canvas before. But as you know, art is beautifully unpredictable.\u201dLa Piola serves traditional Piemonte dishes like agnolotti del plin and a chocolate dessert called the bonet on plates decorated with art by Italian, Swiss, British and American artists. These plates are not given to diners after their meal, but they are sold at the family\u2019s Ceretto winery nearby.\u201cFor us, a trattoria is a cultural institution, far more than just a place to eat,\u201d said Ceretto. \u201cHere, we keep our tradition, and we are deeply proud of our roots. The classic trattoria remains an essential part of who we are.\u201d<\/div>\n Plates often carry the best memories, those of good food and good times. But you always have to leave them on the table as you move ahead in search of the next best dish and company. In Italy, things are done a bit differently. In a tradition called The Piatti del Buon Ricordo, or \u201cPlates […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[],"class_list":["post-27890","post","type-post","status-publish","format-standard","hentry","category-31"],"magazineBlocksPostFeaturedMedia":{"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"blogsy-small":false,"blogsy-small-tall":false,"blogsy-small-square":false,"blogsy-small-masonry":false,"blogsy-medium":false,"blogsy-medium-masonry":false,"blogsy-large":false,"blogsy-wide":false},"magazineBlocksPostAuthor":{"name":"admin","avatar":"https:\/\/secure.gravatar.com\/avatar\/8709732a479614e7a8aa24d3eb1b239f30dc6d90c61464ed495001e7a469d856?s=96&d=mm&r=g"},"magazineBlocksPostCommentsNumber":"0","magazineBlocksPostExcerpt":"Plates often carry the best memories, those of good food and good times. But you always have to leave them on the table as you move ahead in search of the next best dish and company. In Italy, things are done a bit differently. In a tradition called The Piatti del Buon Ricordo, or \u201cPlates […]","magazineBlocksPostCategories":["\u0b26\u0b47\u0b36 \u0b2c\u0b3f\u0b26\u0b47\u0b36"],"magazineBlocksPostViewCount":1,"magazineBlocksPostReadTime":5,"magazine_blocks_featured_image_url":{"full":false,"medium":false,"thumbnail":false},"magazine_blocks_author":{"display_name":"admin","author_link":"https:\/\/koshalsambada.in\/author\/admin"},"magazine_blocks_comment":0,"magazine_blocks_author_image":"https:\/\/secure.gravatar.com\/avatar\/8709732a479614e7a8aa24d3eb1b239f30dc6d90c61464ed495001e7a469d856?s=96&d=mm&r=g","magazine_blocks_category":"\u0b26\u0b47\u0b36 \u0b2c\u0b3f\u0b26\u0b47\u0b36<\/a>","_links":{"self":[{"href":"https:\/\/koshalsambada.in\/index.php?rest_route=\/wp\/v2\/posts\/27890","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/koshalsambada.in\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/koshalsambada.in\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/koshalsambada.in\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/koshalsambada.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=27890"}],"version-history":[{"count":0,"href":"https:\/\/koshalsambada.in\/index.php?rest_route=\/wp\/v2\/posts\/27890\/revisions"}],"wp:attachment":[{"href":"https:\/\/koshalsambada.in\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=27890"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/koshalsambada.in\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=27890"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/koshalsambada.in\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=27890"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}A marketing trick turned tradition<\/h2>\n<\/p>\n
A new tradition continues<\/h2>\n<\/p>\n
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