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MAGAZINE Februar y/March 2025 led descriptions, or in the dining room, thanks to trained and knowledgeable staff. FERMENTATION WORKSHOP TO ATTRACT AND RETAIN CUSTOMERS Integrating fermented foods into a menu is only the first step: to really make a difference, re- staurateurs may consider organising themed workshops, transforming fermentation into an immersive experience. These events represent a unique opportunity to take customers behind the scenes of the creative process. A technical workshop educates the public and creates an emotional bond with the restaurant. Participants go home with new knowledge and with the memory of a rewarding, different experience. And loyalty comes as a result. Culture Hub , the àbitat outreach project, was created to spread knowledge of fermentation through workshops open to both customers and industry professionals. ‘Interest is growing, but we are still behind other countries. That's why we created the Advanced Fermentation Master's Degree, enriched with practical wor- kshops on miso, garum, shoyu, drinks and lac- tofermented products’ – says the chef. What's more, for those who work in popular tourist areas, these initiatives can be particu- larly effective in attracting visitors interested in authentic experiences linked to the local area. The key to success is personalisation: each wor- kshop should be designed to reflect the identity of the restaurant, using local ingredients and telling the story of the local area through the priceless lens of fermentation. THE FUTURE IS FERMENTING Looking at fermentation as a simple trend risks diminishing its potential. It is an extraordinary opportunity to innovate, reduce waste, enhance the value of the local area and improve profit margins. 2025 could be the year when fermen- ted foods go from being a culinary curiosity to a central element of contemporary catering: we are ready. whether vegetable or animal. Buying a whole animal and using every part of it is both an ethical choice and an opportunity to pursue the concept of zero waste’. This approach reduces waste and opens up to storytelling, creating the kind of narrative that resonates with the sensibilities of modern customers, who are in- creasingly attentive to the sustainability and ethics behind the products they consume. THE CHALLENGES OF FERMENTATION THROUGH EDUCATION AND COMMUNICATION To successfully integrate fermented foods into the menu, the restaurateur must overcome a fundamental challenge: educating the customer. Not everyone is familiar with the benefits of fermentation or is accustomed to the complex flavours it generates. Communication there- fore becomes a central element. Describing the production process, emphasising the local connection and explaining the health benefits are effective strategies for engaging customers. This can be done through the menu, with detai- obtain increasingly precise results, enhancing the desired flavours and reducing the risk of contamination. For example, the use of climatic chambers or small stainless steel fermenters allows us to precisely control temperature and humidity, creating an optimal environment for the microorganisms responsible for fermenta- tion. But true innovation is not limited to equi- pment. Much more important is the ability to integrate fermentation into a well-rounded culinary practice. This means exploring new applications, such as using kombucha to create aromatic glazes for meat or desserts, or the integration of fermented products in signature cocktails or the increasingly popular non-al- coholic drinks. Mirko Gatti uses birch sap to make many other products, such as lactofer- mented syrups, sauces and even birch wine. Bread is a good example: sourdough, now wi- dely used, can be accompanied by creams or butters that are also fermented, to offer custo- mers a complete experience that emphasises the aromatic complexity of each element. FERMENTATION AND SUSTAINABILITY: A REAL ANSWER TO WASTE Fermentation is a practical solution to the pro- blem of food waste. Who doesn't have some? Surplus vegetables, overripe fruit, food scraps: everything can be transformed into fermented products of significant culinary value. Take grape skins, a by-product of winemaking often considered waste, which can instead be fermented to create umami-rich pastes or even bases for condiments. Similarly, stale bread can be converted into a new product thanks to fer- mentation, as is the case with the production of kvass-like drinks. Chef Gatti explains: ‘Rather than increasing direct profits, fermentation helps reduce costs because it allows you to make the most of every part of the ingredient, XIII