Then grandpa would check on the pasta package and announce: “8 minutes” or “11 minutes“, depending on which kind of pasta we were going to eat that day. The grandparents’ home phone would ring three times – drin drin driiiiin – the rings were intercepted by my grandfather who ran into the kitchen to announce it: Of course, she could count on a very valid subordinate: my grandfather.īefore leaving her office, my mother used to phone her parents from the phone at her desk (cell phones were not there yet). In my family, my grandmother was in charge of the kitchen department and she used to run it with a Prussian general’s iron fist: there was no room for improvisation there. ![]() That was the signal agreed between my mother and hers – my grandmother – in order for grandma to calculate the time to wait before throwing the pasta into boiling water. ![]() If you think I’m being too dramatic, here’s a story for you.īetween 13:00 and 13:30 it was forbidden to use the telephone in my grandparents’ house, because they would be waiting for ‘I tre colpi’: the telephone would ring three times, only three, then silence. But, above all, that’s how you show love and caring for the people who are sharing that food with you. Pasta lovers are truly obsessed with the right cooking time of their beloved meal: that’s how you show respect for the food itself. Hub09 Brand People’s idea is clearly a provocation, as well as a commercial gimmick… but there is a grain of truth. Of course, the project has already gone viral. The creatives have completely redesigned the individual packages where now – before any other indication – the preparation times stand out in large letters. If you think it is not a serious problem, you are wrong: there’s even a movement, ‘ Il movimento grandi minuti‘, founded by an Italian communications agency, Hub09 Brand People, from Torino. ![]() It feels like Barilla, De Cecco, Divella, Rummo and the other big pasta producers are amusing themselves by hiding this vital information from their customers, who are completely lost into the misty design of the packages while desperately looking for the answer to the question: for how many minutes should I cook this? Yes, but how to know them? Easy: the cooking time is indicated on the package. Besides the pandemic, the lockdown and the flattening of the curve, another very serious issue is bothering the Italians: their pasta’s cooking time.Įverybody knows that different types and sizes of pasta have different cooking times.
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