Dress Italian Ltd
Dress Italian Ltd
One idea DID stick; the name: Dress Italian. ‘Bocca della Verita’ was dropped and returned to its original place in history as the (probable) Roman sewer cover (there is even a theory that it fitted into the round hole at the top of the Pantheon) now cemented into the wall of the church of Santa Maria in Cosmedin in Rome and famous for a scene in the film ‘Roman Holiday’ with Audrey Hepburn and Gregory Peck.
The Times article of 2002 shows a picture of a confident Susanna in her home kitchen, tearing a strip off the poor quality of branded Italian made tomato sauces. Italian brands should represent the best of Italy and not masquerade as the best even though they are in truth regarded as larder fillers to be used ‘only in case of an emergency’. The time had come to right this wrong. Onwards! It was an ambitious idea at the time. Buried in the objective was the inference that Italians themselves would acknowledge that a readymade sauce could ever be regarded as good as homemade. It was a war with two fronts.
The quest undertaken, Susanna soon found herself back in southern Italy.
A tour of the important sauce manufacturers up north soon lead to a problem of ‘translation’; Susanna wanted to talk about soffritto and ‘crushed’. The northern companies only understood volumes (in millions of jars) and at what price are you prepared to pay. The idea of producing a tomato sauce industrially that followed homemade techniques was quaint if not misguided and frankly laughable they insinuated. ‘If you want creiche’ then go to a small southern Italian artisan producer who can make as you like’ Creiche? What’s a kindergarden got to do with the price of rice in china? Crash? As in ‘waiting to happen’? Oh you mean ‘crushed’, as in tomatoes ? Gotcha!.
London, United Kingdom
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