Picture a trade fair. Now take away the identical aisles, the bag full of leaflets, the «I'll think about it» murmured in front of a stand. In their place, put a stage, a sequence of stories and a glass in your hand. That is Dinastie del Gusto.
On 14 and 15 November 2026, MalpensaFiere in Busto Arsizio hosts the first edition of an event built the other way round from a traditional fair. Here the product is not the starting point: it is where the story arrives.
What we mean by «dynasties»
We are not talking about nobility, but about continuity. A dynasty of taste is a family that has done the same work for three generations or more: a dairy, an oil mill, a winery, a salumificio, a bakery. Each generation received a body of knowledge, put it to the test and handed it on richer than before.
Since 10 December 2025 Italian cuisine has been inscribed on UNESCO's Representative List of the Intangible Cultural Heritage of Humanity. That recognition speaks of gestures, rituals and knowledge passed down. Dynasties of taste are where that handing down actually happens, every day.
How it works
Two days like one long marathon. Programmes follow one another, each with a host, guests and stories. Leading food and wine journalists interview the producers, and chefs from Italy's regional kitchens turn their products into tastings. The audience does not walk past: it stays, listens, asks and tastes.
Around the stage are the spaces of the companies and the regions: not sales counters, but places to carry on the conversation.
Two areas, one story
- Dinastie del Gusto: the families and businesses that keep a craft alive.
- Destinazione Tipicità: the regions that turn that craft into an experience.
The programme? It arrives episode by episode
Titles, hosts and guests are revealed one at a time over the coming weeks.
Follow the programme the next episode is on its way.
