This is the english translation of "Prodotti e cucina nella storia presente italiana (1990–2015) : fra realtà e immaginazione".In “Contemporary Italian Cuisine and Products (1990–2015): Between Reality and Imagination,” Alberto Capatti explains how the versatility of flour as a distribution carrier has contributed to the emergence of a global Italian food model that valorizes regional variants and so-called traditional products over mass-produced goods. His keynote address discusses the role that the imagination plays in the process of transforming a product’s perceived cultural value into real market value, advocating a new approach to understanding the contemporary food industry that engages the very language and images with which we encounter our food
