In Some Trattorias in Italy, Diners Can Enjoy a Meal and Take the Plate It Was Served on Home as a Souvenir
The Piatti del Buon Ricordo, or “Plates of Good Memories,” tradition dates back to 1964, when a clever marketer came up with it to encourage Italians to travel across the country and taste regional dishes
Italian cuisine, renowned worldwide, received a special recognition when UNESCO declared it an intangible cultural heritage of humanity. Italian Prime Minister Giorgia Meloni hailed her country's cuisine as a "formidable ambassador," emphasizing its role in bringing families, friends, and guests together. Traditional trattorias, often run by grandmothers, serve dishes that have been passed down through generations, providing a glimpse into centuries-old customs and historical recipes.
In the 1960s, Dino Villani, a marketing genius, introduced the Piatti del Buon Ricordo initiative to promote Italian cuisine and boost tourism after supermarkets gained popularity, threatening the prominence of traditional trattorias. The program, which translates to "plates of good memories," encourages diners to take home a hand-painted ceramic plate from participating trattorias as a souvenir.
Today, 111 authentic trattorias participate in this tradition, featuring vintage plates that have become collectibles for food enthusiasts globally. The movement played a crucial role in preserving Italian gastronomy and culinary traditions in the face of international competition.
Written by urgent.news from Smithsonian's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
