in programming
Learn the main storytelling techniques applied to gastronomy
Creative food writing is a growing field that combines the art of storytelling with a passion for food, creating stories that celebrate culinary traditions, explore sensory experiences related to eating, and stimulate the reader's curiosity. This type of writing is not limited to recipes or guides, but focuses on telling stories that engage the senses, memories, emotions, and culture related to food.
Over the past decade, food writing has seen a significant increase. According to a report by Statesman, the global cookbook market reached $5.5 billion in 2023, with a projected annual growth of 3.5% through 2027. This trend highlights a growing public interest in food-related culinary and narrative content. In addition,food-related content is among the most widely read and shared online. The blogging platform Medium showed that food topics are steadily increasing, with articles on culinary experiences and food trends getting up to 25% more views than other types of content.
Food writing is no longer just the preserve of books and trade magazines, but has also found its voice in the world of fiction. Authors such as Laura Esquivel with "Like water for chocolate" and Ruth Reichl with "Garlic and Sapphires." have shown how food can be a powerful storytelling tool, influencing emotions and cultural meanings.
The creative food writing course aims to provide the tools needed to construct engaging stories revolving around food, using narrative techniques that stimulate the senses and create engaging experiences for readers. Through hands-on workshops and text analysis, students learn to explore food not only as a material element, but also as a cultural and personal symbol, resulting in stories that range from fiction to autobiographical experiences and gastronomic poetry.
A creative writing course, particularly when enriched with specializations such as food writing, can open up numerous employment outlets in a variety of fields: as a book and novel author, as a food writer, as a copywriter, as a content creator and storyteller, as an editor and proofreader, as a journalist, as a content writer for travel and travel guides, as a script or visual media writer, as a freelance writer and editorial consultant, as a corporate communications manager and storyteller for brands, and as a writer for educational or motivational publications.
To participate in the course, you must have great passion for writing and the food & wine industry
Each student will be provided with the textbooks
Creating a narrative project
Definition and development of the main idea
The importance of research: from food history to gastronomic culture
How to create an original narrative project in the food industry
Tools and techniques for planning a creative project
Examples of successful narrative projects in the food industry
Structuring the storytelling
The three-act structure (introduction, conflict, resolution)
The creation of a narrative arc
Narrative rhythm in food writing
The integration of gastronomic culture into narrative structures
Techniques for engaging the reader through food
The setting of the text
Writing styles: from journalistic to narrative styles
The importance of narrative voice and perspective
Text structure and formatting: paragraph, chapter, description
How to use language to elicit food-related emotions
Conciseness and the ability to narrate without burdening the reader
Examples of effective storytelling
Case studies of books, articles, advertisements, and brands using storytelling in food
Analysis of stories of chefs and food producers
Reflections on how storytelling is used in different settings: restaurants, blogs, books, social media
Interviews and stories from experts in the field
Target identification
Audience analysis: how to segment audiences by age, interests, eating habits
Creating characters and stories based on target demographic
Language and tone of voice according to the target audience
Experimentation with writing for different targets
Context identification
The importance of socio-cultural context in food writing
Describing place and time in food storytelling
Food as a symbol: reading between the lines of a dish
The relationship between local and global cuisine in stories
The importance of historical and anthropological contextualization
Evocation of emotions
The use of senses in writing: taste, smell, sight, touch, hearing
Creating descriptions that awaken the reader's emotional memory
The importance of rhythm and tension in gastronomic storytelling
Techniques of emotional evocation in relation to food and culinary traditions
The role of nostalgia, pleasure and discovery
Creating a picture with words
The art of visual description: how to make people "see" the dish through words
Create metaphors and the like to make the narrative more tangible
The importance of detail: how to describe colors, textures, smells
Writing to stimulate the desire to eat
The use of mental imagery to make writing more immersive
Storytelling for food companies
Content creation for food brands: identity and values
Storytelling for food product marketing and promotion
How to tell the story of a product or production process
Corporate storytelling in social media, videos and blogs
Building a brand story in the culinary industry
Cenni di legislazione
Introduzione alla legislazione in ambito gastronomico
Normative sulla sicurezza alimentare
Contratti di franchising e collaborazione nel settore gastronomico
Aspetti fiscali e tributarie per la gastronomia
I contratti nel settore gastronomico
Proprietà commerciale e diritto dell’immagine nelle attività gastronomiche
Proprietà e diritti d’autore nella pubblicazione di ricette e libri di cucina
Tutela della proprietà intellettuale e marchi nel settore gastronomico
Seminari:
Incontri di approfondimento pre project-work
La critica gastronomica come forma d`arte
Origine delle materie prime e filiera agroalimentare
Filiere corte vs industriali: impatto su gusto, valore e sostenibilità.
Stagionalità, biodiversità e identità culinaria
Project Work:
Scrittura di articoli e racconti gastronomici, Creazione di narrazioni per il web e i social media, Sviluppo di progetti narrativi per brand e ristoranti con revisione e feedback delle narrazioni create.
Private certificate of attendance
Certificate of Project Work
50 ore minimo di studio autonomo in autoapprendimento per il materiale didattico fornito e per le dispense fornite durante le lezioni, inclusa la possibilità di rivedere le lezioni registrate su piattaforma e le eventuali esercitazioni previste
Fase propedeutica:
Classroom phase:
Project Work:
2 mesi di project work sulla scrittura di articoli e racconti gastronomici, creazione di narrazioni per il web e i social media, sviluppo di progetti narrativi per brand e ristoranti con revisione e feedback delle narrazioni create.
Vocational guidance: Curriculum redesign and dissemination in the region of residence or preference
Lawyer, expert in Italian and European food legislation, specializing in food labeling, labeling and packaging technologies and production processes.
He lectures and consults for Universities, Associations and Companies on highly technical topics.
Director and founder of Label School, an online label and supply chain school.
He has participated in numerous events as a speaker, in the areas of food safety, haccp, food labeling and environmental.
She graduated in Law from the University of Bari and then moved to Rome where, in 2020, she obtained an Executive Master's degree in "Marketing and Digital Communication" at the 24 Hour Business School. She then went into education with a Master's degree in "Teaching of Legal and Economic Subjects."
Today he is a licensed lecturer and teaches at several Secondary Institutes in the capital city while pursuing his continuing education in continuous learning.
A food and wine journalist and writer, she has worked for many companies as communications manager and press officer and now owns a sole proprietorship in communications services. She has been editor of a monthly magazine in Emilia and collaborates with food magazines and journals. Since late 2020 she has been co-director of a monthly food and culture magazine from Friuli Venezia Giulia, her home region. A lifelong lover of writing, and passionate about food and wine then, she is the creator of two web projects: a blog of recipes for lactose intolerant people and a blog of "emotional journalistic stories" of products, producers, restaurateurs, restaurants and food&wine events. Her writing philosophy is: you have to know how to get excited, and by getting excited you excite others. In fact, he is a teacher of creative writing and what he loves most is creating emotional content.
Quality and Enviromental Manager for Aviapartner Italia Soc. Multinational Belgian, is ENAC and AIFOS Qualified Trainer. Thanks to his 30 years experience as HR and Industrial Process Organization Manager for Alitalia airline and as Quality Auditor for Blue Panorama, he has high technical skills from Project & Risk management to Aviation security, from Ground Handling to EASA, ECAC, ICAO and IATA regulations.
Learn about Bonus Chef and get a credit up to a maximum of 6,000 euros for expenses incurred in 2021 and 2022 for Italian Food Academy courses and masters.
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Excellence is now more affordable
Thanks to the Chef Bonus you can get a credit of up to 6,000 euros for expenses incurred in 2021 and 2022 for your professional training.
Starting February 27, 2023, it will be possible to apply to the Ministry of Enterprise and Made in Italy for the Chef Bonus.
WHAT IS IT?
Bonus Chef 2023 consists of a 40% tax credit (up to a maximum of 6,000 euros) recognized on expenses related to the restaurant industry for individuals engaged in the activity of professional chef at hotels and restaurants.
TO GET THE BONUS:
- you must have incurred, between January 1, 2021 and December 31, 2022, one or more of the expenses deemed eligible for the benefit
- one must be a resident or established of the state territory;
- Applicants must be in the full enjoyment of civil rights.
ELIGIBLE EXPENSES:
- Purchase of durable capital goods (high energy class machinery for food storage, processing, processing and cooking, professional tools and equipment for catering)
- Participation in professional development courses.
HOW THE 2023 CHEF BONUS WORKS
The 40% credit can be used for offsetting by F24, which must be submitted to the Internal Revenue Service. The credit is exempt from IRPEF and IRAP.
It is also possible to assign the credit with the transfer of the facility to other parties, including credit institutions and other financial intermediaries.