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The global affirmation of the zero kilometre philosophy

The international culinary trends bring the focus on the use of products KM0, the craftsmanship in environments that evoke the atmosphere of the typical small markets. As Autogrill is turning into an international cuisine “of territories”

The use of local products is an increasingly common practice in restaurants around the world. The philosophy of zero kilometres is affirmed at all latitudes, driven by the desire to enjoy fresh food, to reduce the environmental impact, and, in times of crisis, to support the local economy. At the same time, it increases the spread of the farmers market that, with online sales, it cancels the distances between the buyer and the producer. No coincidence that the atmosphere of the local markets can be found in the environments of some contemporary restaurants, perhaps along with the ability to purchase products. The research data field speak for themselves. According to the survey 'What's Hot in 2014' the National Restaurant Association, the main desire of consumers in the US is its use of local produce, including meat, fish and produce of the land. In the US, farmers market increased from 1755 in 1994 to 5274 in 2009 and reached a total of 8144 in 2013; Only in New York there are 107. The research firm on the consumer phenomena  Trendwatching, has defined as 'Local Love' this megatrend influencing legions of consumers around the world, driven by the search for authenticity and belongingness as well as a renewed ecological and environmental awareness.  For the research firm specialized the food segment Nutrimarketing, the demand for local products is also growing in Europe, driven by the desire of consumers to support local economies, made more fragile by the crisis. But, as stated by the agency for marketing and communications at Weber Shandwick, the tendency is strong also in Asia. In China, 86% of consumers choose local specialties. 81% of Singaporeans, although very open to international influences and with good purchasing power, often eat the hawker food of the street vendors. 49% of Koreans when shopping prefer food from neighbouring areas. Even in Italy the 'local' wind blows strong: according to Ismea the demand for local products, direct marketing, frequented the local markets is increasing, along with a growing interest in food zero kilometres. Coldiretti has registered an increase of 67% of purchases in the farmers market in 2013. And in the new L'Espresso guide they are talking about a return to traditional, regional cuisine, street food. Autogrill, a leading catering at the service of travellers, present in the mobility infrastructures of 30 countries, includes in its tender the local trend by innovating the concept of its international network. The first example is Bistrot, launched at Milan Central Station and subsequently brought also to the airport in Dusseldorf, awarded Best Railway F & B Offer at the FAB Awards 2013. This innovative concept was created in collaboration with the University of Gastronomic Sciences, which focuses on local produce, zero kilometre philosophy and craftsmanship. The place is divided into banks a bit 'as a local market. There is the Oven that prepares specialties such as the sardenaira from Liguria, different kinds of bread, cakes and croissants in front of customers; the coffee shop that uses traditional Neapolitan kettle, where the coffee flows, such as the expresso, and it doesn't rise , and like the espresso it has foam; Il Frutteto with fresh daily products and juices ; the street Kitchen area that offers, among other things street food such as fried mondeghili, traditional Lombard meatballs; the gastronomy- deli with cheeses and Lombard cold cuts and not only; the wine bar and beer bar with wines and craft beers of quality. The Bistro serves specialties from different local producers, such as the pastry ... C'era una torta , an artisan workshop from Seregno affiliated with Slow Food. 


Pubblicazione di Bistrot Milano Centrale.

Another concept of the new generation is the Harvest Market, located at Schiphol Airport in Amsterdam and one in Dublin. It appears to be a market, the products ('fresh and local', as the sign says in the room) are directly exposed to the flow of customers. In the menu, the typical regional dishes stand out, but mostly local ingredients. The open kitchen adds to the informal and cheerful atmosphere. Even the furniture at the Harvest Market is full of items taken from the surrounding area, a further tribute to the philosophy of zero kilometre. 

Even La Place restaurant, always at Amsterdam Airport Schiphol but also in the Indonesian Bali has a style reminiscent of an outdoor market, with several benches and a wide variety of products. It is characterized by the healthiness of dishes based on zero kilometers, seasonal and organic ingredients. The same philosophy can be found at airports in the United States and Canada in concept as the Farmers Market, which focuses on fresh market produce, shown with abundance so as to become an element of decor and atmosphere. Travellers also find sandwiches for a quick and healthy stop, like the ciabatta with chicken, apples and walnuts. In North American Autogrill is present with The Local, another concept clearly inspired by the growing demand for fresh food at zero kilometres. In a rustic, informal area there is a large selection of sandwiches, wraps and salads. Each one always cooked with the freshest ingredients, according to the season.The demand for local products is growing worldwide. Not to be confused with a closed attitude towards foreign cuisines and recipes. To use zero kilometre products is a guarantee of freshness and environmental friendliness. With those ingredients you can cook local dishes, but also foreign specialties. It is an example of how you can keep roots in the area despite being citizens of the world. It's an easy cuisine, but especially tasty!