Agra Editrice presents its Food & Wine Communications Manual

In a country boasting one of the richest and most diverse agri-food heritages in the world, with over 800 denominations and hundreds of thousands of food service businesses worth billions of euros, knowing how to properly communicate a product is key to revealing its authentic value. In the current landscape, communication represents a concrete tool for conveying the history, the connection to the territory, and the unique quality of each product, making it accessible and recognizable as an example of excellence. From this understanding comes Communication in Food & Wine , the new book by Stefano Carboni, food and wine communicator at MG Logos, published by Agra Editrice in the Marketing Ideas & Tools series. The volume, presented on Wednesday, October 21 in Rome, at the Limonaia di Villa Torlonia, aims to be a practical guide for understanding the dynamics and mastering the true tools of the communicator's trade.

"I initially conceived this essay to guide my students, during university lectures and other contexts, through an exploration of a sector as fascinating as it is complex, " says Stefano Carboni, university professor and agri-food communicator . " However, as I wrote it, I realized it could appeal to a much broader audience, becoming a useful tool for both those who want to be communicators and those who want to be communicated with. I wanted to share, from an insider's perspective, the relationships between all the players involved, from the communications officer to the subjects communicated with, to the role of the media and the public, with the aim of presenting the concrete tools available to a communications agency to carry out its work."

This volume takes the reader on a journey through anecdotes, behind-the-scenes stories, languages, and relationships within the world of communications, exploring the work of the communicator from behind the scenes, following the path that transforms an intuition into a structured strategy. Communication in Food & Wine explores relationships with the press, event planning, and the challenges of contemporary communication, including internationalization and social media. This is illustrated by contributions from two key industry partners, Gheusis and Aromi. What emerges is a vision of communication as a work of sensitivity, method, intuition, and the ability to understand one's interlocutor. Communication is not simply about conveying information, but about recognizing what deserves to be shared and identifying the right way to do so.

"Agra Editrice has always dedicated a significant portion of its catalog to topics related to the world of agri-food, " emphasizes Sergio Auricchio , editorial director of Agra Editrice . " We thought it was time to dedicate space to a volume that focused on how to showcase products, businesses, and regions in an increasingly competitive market. To do this, we relied on Stefano Carboni, a professional who has been working directly in the field for years, combining expertise and practical experience, providing useful techniques and solutions to best address the challenges of food and wine communication."

This essay explores communication through a process that explores both the tools typically used by a communications agency and the relationships between the various players in this complex landscape.

"To make the manual as complete as possible," concludes Stefano Carboni, " I asked for the help of several colleagues specializing in specific sectors. In particular, my thanks go to Silvia Baratta of Gheusis, who edited the section dedicated to relations with the international press, and to Morgan Babsia and Fabio Rinaldi of Aromi, who provided their expertise on the delicate topic of social and digital communication."

The book is available for purchase at major online stores and directly from the publisher's shop.

Biography of Stefano Carboni

A law graduate and graduate of the American Screenwriting School, he joined the Eura Comics team at a young age as a graphic novel writer. He has written over 800 photo-novel scripts, which have been translated into over 20 languages. His noir novel, "The Bumblebee Paradox," was published in 2015. After earning a master's degree in communications, he devoted himself professionally to the agri-food and food and wine sectors, both as a press officer and as a text writer, conference moderator, event planner, and consultant. For many years, he taught the Communications section of the Gambero Rosso Master's program. Currently, in addition to working as a food and wine communicator for MG Logos, he teaches "Sociology of Eating Behaviors" at the University of Tor Vergata and various courses at the ITS in Rome.

MG LOGOS

It is a communications firm specializing in press office activities that has been operating in the agri-food and food and wine sectors for over 30 years, designing communication events and producing strategic content for various media outlets. Its expertise is based on a deep understanding of editorial processes and the ability to intervene at any level of the information supply chain.

GHEUSIS

Specializes in communication for the wine sector in Italy and abroad. Founded by Silvia Baratta, a graduate in agriculture with a specialization in viticulture, the team boasts a diverse mix of journalistic and humanistic expertise. It supports some of Italy's leading wine producers, consortia, associations, and businesses, from major brands to small businesses, for which it oversees event organization and press office management in Italy and abroad.

AROMAS

Since 2009, she has supported entrepreneurs, restaurateurs, and agri-food companies in their growth and positioning journeys. She was born from the belief that food and beverage is not just a market, but a legacy of culture, enterprise, and identity. Her role is to help those who create value through flavor understand the context, define a direction, and build their reputation, starting by listening to the company, understanding its vision, and analyzing its uniqueness.