KFC brings fried chicken and fast food to the ski slopes. Farinetti: «It has nothing to do with it»

"On the other hand, however - Farinetti specified - we Italian consumers should be a bit more cultured, recognize our heritage, cuisine made of few ingredients, and excellent products. On the Italian consumer's side, however, there is a lack of studying one's roots, and eating fried chicken instead of a nice slice of salami and a bit of fresh wine".

Finally, for Farinetti "there are bureaucratic rules so that today being an innkeeper has become a missionary gesture. While large multinationals, especially American ones, are very good at rationalizing costs, and come to the most beautiful country in the world, in places frequented by tourists, to propose their format. We need to save Italian taverns through legislation that treats them as a heritage of Italian humanity", he concluded.

"The arrival of fast food multinationals on the ski slopes can certainly represent a further step towards a cultural flattening of the tourist offer. Nothing against fried chicken, of course, but are we sure that this is the problem we should be most concerned about? What leaves us much more perplexed is the prospect of creating wellness centers and swimming pools at two thousand meters above sea level, within structures created to welcome hikers. After a summer in which we repeatedly discussed the difficulties of water supply of the refuges, it seems to us at least It is contradictory to imagine new services that require further consumption of water, energy and other resources. Perhaps we should be more indignant about this, rather than focusing all our attention on what is served on the ski slopes."

This was declared by Cristian Ferrari, president of SAT, the Tridentine mountaineering society which with its 150 years is the oldest in Italy, in relation to the arrival from 5 December of the fast food chain KFC on the slopes of Madonna di Campiglio and Cortina.

"It is not a question of questioning tourist activity or freedom of enterprise, but of asking ourselves which development model we want to support - added Ferrari -. These proposals do not arise from nothing: they respond to a tourist demand, they meet an entrepreneurial offer and are made possible by administrative choices. A mechanism that ends up fueling itself, progressively transforming the mountain into a place where to re-propose consumption models already available elsewhere. Are we still capable of proposing a different experience of the mountains? Is it really necessary to bring swimming pools and wellness centers to two thousand meters to make attractive to a territory that already has an extraordinary natural heritage? And above all, are we convinced that this model is sustainable over time?”.