PUNTOITALY N°1 -January - June 2012

12 TRADITION AND INNOVATION An historical review of the world of artisan gelato, the International Artisan Gelato Exhibition known by its Italian acronym Mig has today become an essential point of reference for the international market. Here is an interview with the President of Longarone Fiere, the Longarone Trade Fair Centre, Oscar De Bona. Interview What does the Mig Exhibition represent in the world panorama of artisan gelato? Since way back in 1959, the year of the first edition, Mig - Mostra Internazionale del Gelato Artigianale, has come a long way, so that it is now a basic point of reference not only for gelato makers from the historic area of the Valle di Zoldo and Cadore, but also for professionals the whole world round. Of the approximately 30,000 annual visitors, 40% are foreign op- erators representing some fifty countries. Add to that the strong ties established with gelato makers and their associa- tions such as Uniteis, Ital and Agia (the trade associations of Italian gelato makers in Germany, the Netherlands and Aus- tria), who recognise Mig as their natural “home”. It is also sig- nificant that ever since 2000 Artglace, the Confederation that brings together the organisations of artisan gelato makers in the countries of the European Union, has fixed its headquar- ters at Longarone Fiere. In this context, what is being planned for the 2011 edition? Besides aiming for a highly specialised display, Mig has al- ways tried to propose initiatives to improve the entrepre- neurial management of gelato outlets, constantly looking for innovative ideas to keep abreast of consumer demand. The 2011 edition places a particular emphasis on training institu- tions, through its competition named Festival d’Autore (a fes- tival of original gelato creations), involving dozens of