More than 100 years ago, a woman named Luisa Spagnoli had a chocolate shop in Perugia. Spagnoli was married, had a kid, and was a successful business woman. But she wasn’t exactly faithful and carried on a longtime affair with Giovanni Buitoni of pasta-making fame. She and her paramour would send love notes to each other wrapped around chocolates. These notes, and those chocolates, became the basis for the famous chocolate and hazelnut confections known as Baci, by the company Perugina. That company is now unfortunately part of the sprawling Nestlé conglomerate. (I could go into what a disaster Nestlé has been for local employment…maybe another time. I want to keep this light.)
Perugia, Perugina, Baci, chocolates. The city became intertwined with its most famous product. Whenever people ask where we are in Italy, I’ll tell them Perugia, and if they look puzzled, I usually add “you know, where the chocolates come from” and they sort of get it. This city is also known for hosting festivals seemingly every other day, but I exaggerate, The biggest one is Umbria Jazz in the summer. “Jazz” is applied loosely here; we’ve been to concerts by REM, the P-Funk mob, and Caetano Veloso.There’s a journalism festival around Easter time. And if it’s October, it’s time for Eurochocolate. This city is not about to let a marketing opportunity go untapped.
Except when stuff like Covid-19 pandemics hit. In 2020, they were all canceled, as was the journalism festival this year. But Umbria Jazz and Eurochocolate came back in limited, socially distanced, vaccine-proofed ways. We avoided Umbria Jazz this past summer, but we couldn’t miss the chocolate bash. Instead of holding it in Perugia’s historic center, the organizers moved the show to Umbria Fiere, a convention center in the burbs. Entry was ticket-only, and it seemed that ticket sales were designed to keep crowd sizes down. Or maybe it was just because we decided to go on a Thursday?
If they had intended to hold attendance down to encourage social distancing, it sure didn’t look like it. The parking lot isn’t exactly sprawling, but the lines to get in–or I should say the space for the lines to enter–were long and wound around the building. You can see from the photo below that organizers channeled the different kinds of ticketholders into different lanes. The weird thing was you could count on one hand the number of people in each lane. And all three lanes converged so that one guy could check our “Green Pass“–proof that we’ve been fully vaccinated or had a negative Covid test within the previous 2 days.
Whatever. The scene inside was crazy—seemingly every artisanal chocolate maker in Italy was present, as was the German chocolatier Lindt and, of course, Nestlé, er, sorry, Perugina. But the whole thing begged the question, how successful an experience could Eurochocolate be without its usual context. And I’d say, good try, but let’s try again next year for the real thing. It’s no fault of Perugia or Eurochocolate; Covid-19 is the culprit. Still, going out to the convention center and wallowing on chocolate wares wasn’t the worst way to spend a Thursday afternoon.
Part of the charm, if you want to call thousands of people crowding the centro storico (historic center) of Perugia to look at and taste and buy chocolate wares charming, is of the city itself as a backdrop. Baci candies are produced by a company called Perugina, and chocolates are a big part of the fabric of this place, giving it fame that it might not have otherwise. There are quite a few beautiful small cities in Italy, and they’ve gotten good at being known for one thing. Ravenna, up in Romagna, is about the same size as Perugia. And although it’s not a college town like Perugia, it’s got priceless and beautiful mosaics that attract people and keep them coming. (Below, Eurochocolate kept a small presence in Perugia to remind people that it was happening, and to sell some happy stuff.)
Umbria Fiere, the venue for this special edition, is a sprawling convention center near Assisi and only about 25 minutes away from our house. It’s in a town called Bastia Umbra, which is a fairly prosperous satellite town of Perugia’s, at least judging from the shops you see, like the French furniture seller Roche Bobois. There’s a compact center that’s okay, but there’s lots of suburban sprawl of the kind that must make romantic Brit and American Italophiles break out in hives. (I’ll save for later the subject of how the food in strip malls in such nondescript places sometimes beats what you find in more atmospheric spots.)
In any event, I made sure I had enough samples and bought a couple of artisanal chocolate things to keep me happy. The people at the stands and helping out on the floor were cheerful and helpful, and it was nice to see some Sicilian producers. Umbria chocolate makers have a real rival in the producers from my father’s island. And I probably will remember the dark hot chocolate I had at one stand (gallery below, lower left) for the rest of my life.