Food culture and counterculture: Eataly and the 'making' of authenticity

Recent research in the food and drink production, distribution, and consumption suggests that ideology and counterculture are important factors that affect consumers’ choices in terms of the outlet where to buy and the kind of food to choose (Thompson, Coskuner-Balli, 2007; Thompson, Arsel, 2004; Thompson et al., 2006). Moreover, the interaction between demand and supply is more and more driven by explicit and implicit ideological arguments and many consumers present growing expectations in terms of the fairness and authenticity of the relationship between demand and supply. We present the case study of Eataly, a new chain of food distribution founded by Mr. Oscar Farinetti, formerly owner of a national chain of home electronics, and co-designed with the support of the social movement Slow Food.