In uncertain times, the taste of authenticity

Between neuroscience and traceability, the food world is undergoing a transformation. The brain craves happiness, and the Italian palate craves authenticity. In this issue, we explore the pleasure that is consciously designed and the fight against counterfeit agri-food products: on one side, the sensory experience that begins in the mind; on the other, the genuine value of a product rooted in heritage, history and truth. All around us, the signs of the times: rising prices, trade tensions, tariffs, market uncertainty. But also the resilience of businesses, the strength of the supply chain, and the uniquely Italian ability to turn crisis into creativity. Those who work in the sector know it well: every day is a fresh start, facing global challenges with local solutions. And every day, despite it all, we keep moving forward. Because when food is real (and so are the ideas!), even the toughest challenges can be faced-and overcome-together.

SONIA V. MAFFIZZONI – Editorial manager