Tasta: a butcher reinventing itself at the Terra Madre marketplace

28 October 2020

The story of Tasta, a butcher’s shop in Turin, is one of traditions, strong bonds with the local area, and simplicity.

In 2017 the family business, a butcher’s shop in the peripheral town of San Mauro near Turin, decided that the time had come to write a new chapter in their history.

The values of this family business do not preclude innovation. “Tasta is the name that perfectly describes our work. In the Piedmontese dialect it means “taste”, almost exactly like the English word. Tasta is the story of maintaining traditions while looking to the future,” says Mauro Schiavo.

RETHINKING THE FAMILY BUSINESS

“We wanted to take greater interest in our customers, to show greater curiosity in their desires, to provide new stimuli and accompany them as they experiment with our products: and that’s how we began this process of rethinking our business.” And so in 2017 Mauro began his research to find a “perfect chef” who would be able to present and tell the story of the products sold by Tasta through a menu rich in pairings.

And so the butcher’s shop became a restaurant too, a meeting place where long-time customers could now taste cooked hamburgers, typical antipasti, and many other prepared dishes made using meat from local farmers. Each dish is complimented with condiments, aromatic herbs, cheeses and paired with wines and beers from producers hand-picked by Mauro.

TRANSPARENCY: WITH SUPPLIERS AND WITH CUSTOMERS

“Tasta is a business, but it’s also a growing family where we’re trying to underline the importance of the local area and respect for the environment through our choices. I go personally to visit every supplier that we work with, to see how they work, to see the quality of their products and their ideals. We collaborate with four wine producers in Piedmont; we’re always close to local producers. In general there are only biodynamic wine producers in our network, artisans, and preferably organic-certified.”

Transparency, Mauro says, is the mantra: transparency in the choice and processing of every product and transparency with customers. A characteristic that comes out in every detail of his story, together with his passion with which, brick by brick, he’s developing the family business.

NOT JUST A BUTCHER AND A RESTAURANT…

Tasta begins this new adventure with a desire to grow, looking around and studying strategies to reach their customers more effectively. Mauro and has family have decided to expand the business beyond the butcher and the restaurant, and to focus even more on education. And so they started a YouTube channel to share cooking techniques, product stories and more.

It’s an opportunity to share recipes, or as they would call them, “cooking techniques”. This butcher’s shop is atypical in that it’s decided to go beyond simply selling the products that have made its name in the local community: they want to share their values with the people who buy them, to make suggestions and help them enjoy these products to their full potential. The cooking classes often feature the local farmers that Tasta works with, giving them a chance to tell people first-hand about their own story, and how best to enjoy their products.

And that’s not all! Tasta is trying to reach as many people as possible, wherever they may be. And so they’ve started an online marketplace where you can buy meat, condiments, wine and beers from their trusted suppliers, as well as Bugin, a gin designed to be consumed with meat, produced by Tasta following a meticulous research on the best aromatic herbs to compliment the flavors of meat.

TASTA AND THE TERRA MADRE MARKETPLACE

The new face of the Terra Madre marketplace doesn’t scare Mauro, but stimulates. In this historic moment where every business is forced to make sacrifices, Mauro continues to reinvent himself, searching for new solutions to connect with his customers.

“The virtual market of Terra Madre is an important showcase for people to discover our products. People from across the world will be able to learn about us, about what we do. The physical experience of the event will be sorely missed, and we’re well aware of that, but even during a physical fair like previous editions of Terra Madre Salone del Gusto, it’s difficult to stop and take in the details behind the story of any single business. This online version allows people to take away a lot more information from the exhibitors present. It’s an opportunity to let even more people know who we are.”

by Carolina Meli, info.eventi@slowfood.it

CHECK OUT THE TERRA MADRE MARKETPLACE AND TASTA. IN THE SHOWCASE YOU CAN FIND A COMPLETE PRESENTATION OF THE EXHIBITOR AND THEIR PRODUCTS.