The “Taste” of Typicality

This paper analyzes how geographical typicality was used to let consumers experience the taste of food. Origin served to certify foodstuff quality since the 14th century, yet by the end of the 19th century this function seems to be disputed by industrialisation. Early 20th century posters and labels show however another picture with “geography” continuing to be crucial in advertising, and food industries using typicality as a means to convey products’ taste and quality. A significant case-study, that of Parmigiano-Reggiano cheese, supports this interpretation, showing how origin was, from the 14th century on, at the core of its marketing promotion.