The Consumer Perception of Italian Cuisine From a Foreigner’s View, Essay Example

The cardinal rule to survival for the fittest has always indicated food as the core to the regulation. Humans for generations, as a result, have considered food to be a necessity rather than a want. Although there are other needs, humans have delved further into food and allied such a requirement with identity and association. This phenomenon is known as ethnic food and food culture (Kwon and Tamang 2015, p.46). According to a study by Tomic et al. (2018, p. 352) on ethnic food, it is estimated that more than 1 billion Americans consume ethnic food per annum compared to other American traditional foods. The reasons are varied and widespread. The positive attitudes parallel negative attitudes due to the association of ethnic foods with culture, heritage, and national origin (Tuchler 2015, p.2). Among them is Italian cuisine which has overpowered other ethnic foods in consumption rates and approachability. To further understand the perception and attitude towards Italian foods, delineation of famous novels, Under the Tuscan Sun by Frances Mayes (1998) and Songbirds, Truffles and Wolves by Gary Paul Nabhan (1993) are necessary to provide an amateur look into the food culture. Therefore, the present paper aims to analyze the attitude that individuals have on foreign food with particular attention to Italian cuisine.

The initial thought of a foreigner towards ethnic Italian food is a sense of superiority. The reason for this contrast is because, people often associate food with culture and wealth as well as status within society (Kwon and Tamang 2015, p.45). The phenomenon is showcased in both books with both writers showing a sense of superiority towards the Italian residence and especially to their cuisine. Gary 1993, p.12) shows a sense of entitlement which is evident through his judgment persona as he samples the birthplace of Columbus the great. “but here is palpable: foods from various foreign lands jumbled up together in one market stall as if they had all come from one same patch of Eden.” Gary (1993) shows a sense of superiority in that he has the attitude that most of the Italians may not have the capacity to grow different foods in different fields and then be sold in one common area.

The discernment is also apparent where Frances Mayes (1998) shows the inability to trust that Italian food growers could produce functional foods. “We visited weekly markets, not just with the purchase of picnic peaches in mind; we looked carefully at all the product’s quality and variety, mentally forecasting birthday dinners and new holidays” (Frances 1998, p.50). The irony of this amateur description is countered by a study done on Italian cuisine. The survey by Annunziata and Vecchio (2011, p.20) elucidates that Italian cuisine is particular in simplicity, taste, and food preparation. In other words, it means that Italians are specific in their products and what they use for preparations. Therefore, it is only safe to say, that perception and attitude are individually placed but, on the other hand, outlook on ethnic food may resonate with an initial understanding of the layout of society and how the people behave (Tuchler 2015, p.4). The reason for indicating this is because novelists Frances (1998) and Gary (1993) have initial doubts and reservations about Italy. “The house was surrounded by a parking lot full of pandas, fiats, and motorbikes; buildings plastered with posters bearing Marxist propaganda’ (Gary 1993, p.12). On the other hand, Frances (1998) may have had a different understanding about Italian cuisine. “whether we ever found a place or not, we were happening in places that made pure green olive oil, discovering sweet country” (Frances 1998, p. 49). Hence, this may explain why the aspect of superiority places itself when the writers describe their first encounter in Italy.

Nonetheless, individualism on Italian cuisine is evident between the two books. Frances Mayes (1998) shows a sense of contemplativeness and acceptance, whereas Gary (1993) shows a negative attitude towards apathy. In Under the Tuscan Sun, Gary (1993) shows how he is indifferent to the Italian foods which he had no intention of sampling from a culinary point of view. Instead, he mockingly wanted to see what was unique about Italian foods by addressing the appearance of the fruits. “I had no professional aspirations to collect seeds or tubers present in this market, but my eyes involuntarily inventoried the vegetable stalls. I worked over the shapes and mapped the origins of every drupe, pome, stalk, and tuber as well as bloom” (Gary 1993, p.13). The indifference towards the Italian products is understandable based on an article written by Tomic et al. (2018, p. 349) on Italian cuisine. Italian foods are highly dependent on the season. At one point there may be a lot of fruits and in another, a lot of chicken.

The statement is concurred by a study done by Tomic et al. (2018, p. 350). On the other hand, Frances (1998) shows the eagerness and determination to sample Italian cuisine from diverse backgrounds and not centered on one area as Gary does (1993). “Cortona was the first town we stayed in and always came back. We also rented in Volterra, Florence, Rignano, and Vecchio. We both had the insatiable curiosity about the people and where they liked to eat and headed to restaurants that were not provided in guidebooks” (Frances 1998, p. 52). Therefore, it is safe to deduce that self-perception and identity with Italian cuisine and food culture are diverse. How one person perceives Italian food may not necessarily be how others do so.

However, one common feature about foreigner attitude towards Italian food is curiosity about its food and origin as well as how it is associated with the people. Based on a study conducted by Tomic et al. (2018, p. 351), perceptions and attitude towards ethnic cuisine are based on how the indigenous people care for their food and tradition. The predisposition is based on the fact that Gary (1993) on Songbirds, Truffles, and Wolves and Frances (1998) on Under the Tuscan Sun, have similar attitudes towards Italian cuisine. It is shown where both writers explore the Italian region as a means to understand why people love certain foods and what they think about them. From Gary, “I had made a living as a plant explorer of sorts-that is, as a seed and fruit collector for various gene banks around the world. So, my calling to survey the diversity in fruit and vegetable markets” (Gary 1993, p. 13). Similar sentiments are echoed by Frances. “We walk around town and like it more and more. The outdoor tables Bar sport face the Piazza Signorelli. A few farmers sell produce on the steps” (Frances 1998, p. 63). The two perceptions about the foreigners in Italy is the need to understand the ways of the Italians, and the best way to do it is through the marketplace. From this, they would understand how each fruit was valuable and how the people sampled them.

Nevertheless, the degree of curiosity is self-based. The reason for placing is at self-based is because different people have different needs when it comes to an understanding of ethnic foods (Vecchio and Annunziata 2013, p.48). A study showed that people had diverse reasons for sampling ethnic Italian food. The purposes are also shown in the two novels but, in different scenarios. Gary states that “Did I hear you say these fruits are from your homeland? What do you mean? I am a professional geographer; I know where they came from” (Gary 1993, p.14). Gary’s intent for visiting Italy was to explore and find out whether there is some degree of commonality between Italy and the rest of the world. To his dismay, it was evident that probably his outlook on originality of fruits and vegetables may not be theoretically correct on the origin. In his thoughts, (Gary 1993, p. 14), he recalls that there was a recent historical finding that argued the source of obscure fruits, especially of the prickly pears. He further states that the Sicilian scholars did not have any evidence to suggest that the prickly pear was initially from there. The confounding difference in market vendor tales and his allowed him to question the relevance of originality of fruits and vegetables from which he was staunch to defend his source of knowledge.

The educational journey that Gary takes highlights another attitude that foreigners have towards Italian cuisine. The sense of education and knowledge gathering. It is similar to what Frances explains throughout her travels with her significant other. “Guidebooks describe Cortona as ‘somber’ and ‘austere.’ They misjudge the place” (Frances 1998, p. 66). The need to always use a primary source of information is shared among foreign individuals who want to use the information as the basis of guidance, which shows their close-mindedness of a person who relies on such information. The two authors judge the sincerity and integrity of the books and knowledge they have in understanding Italy and its food.

On the one hand, Frances questions the usability of the guidebook, whereas Gary (1993) examines the relevance of how accurate scholarly information is on Italian foods and their origin. Such curiosity shows the intent to understand what Italian food is but, from the first-eye sense of view. Therefore, the two authors embark on serious exploratory adventures to understand the missing conception of Italian foods. They further have a comparative understanding of what are the similarities and the differences between their countries of origin compared to Italy. Frances demonstrates, “California is nowhere compared to the hills of Tuscany” (Frances 1998, p. 60). Similarly, Gary expounds on how “American and Mexican border is not comparable to Italy’s fruits and vegetables” (Gary 1993, p. 15).

Conclusion

The above paper has provided a detailed understanding of the different attitudes and perceptions that people have on Italian cuisine from a novelist point of view. Although this should not be taken as a rule of thumb based on the references, they should, however, be taken as ideological differences of why people love Italian foods from a diverse understanding and knowledge base. In conclusion, the paper remarks that people have a ubiquitous sense of love for Italian foods.

References

Annunziata, A. and Vecchio, R., 2011. Factors affecting Italian consumer attitudes toward functional foods, pp. 20-32.

Tuchler, M., 2015. “Sì alla polenta, No al cous cous”: Food, Nationalism, and Xenophobia in Contemporary Italy (Doctoral dissertation, Trinity College).

Mayes, F., 1998. Under the Tuscan sun. Random House, pp.1-100.

Nabhan, G.P., 1993. Songbirds, truffles, and wolves: an American naturalist in Italy. Pantheon, pp.1-90.

Kwon, D.Y. and Tamang, J.P., 2015. Religious ethnic foods, pp.45-46.

Tomi?, M., Deronja, K., Tudor Kalit, M., and Mesi?, Ž., 2018. Consumers’ attitudes towards ethnic food consumption. Journal of Central European Agriculture, 19(2), pp.349-367.

Vecchio, R. and Annunziata, A., 2013. Consumers’ attitudes towards sustainable food: A cluster analysis of Italian university students. New Medit, 12(2), pp.47-56.