“Collective” brand founded by Carlo Petrini in 1986, Slowfood is today a fully-fledged lifestyle brand thanks to several elements: some stories to tell, a strong belief, a manifesto, a lifestyle proposition coming out through communication, different point of sales and products. Born as a cult brand for a niche of followers, today it counts 100.000 members in 153 countries, representing an alternative to an unhealty and contrived lifestyle. The brand’s manifesto declares the  acceptance of an eco-gastronomic credo accentuating concepts like good, clean and fair.

http://www.ft.com/intl/cms/s/0/39943576-1f3e-11e1-ab49-00144feabdc0.html#axzz1uJJ46Zcl

Another interpretation of this phenomenon talks about it as a reactionary movement created by a very limited group of well-off people.

http://www.firstdraft.it/2010/05/04/lideologia-di-slow-food/

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