He’s been welcomed as an hero. Also in Turin, which usually doesn’t get excited so easily. We aren’t talking about a football player, but about a baker. His name’s Luca Digesù, the "David" which defeated with his focaccia (a sort of white pizza) the "Goliath" McDonald's in Altamura, near Bari. His history became famous all over the world: in 2002, when the American giant opens a mega fast food in their town, Luke and his brother, decide to challenge it, by opening a ‘focacceria’ right in front.

In a few months, the scent of two bakers’ delicious, beats the sweet and sour smell of McDonald's sandwich, which is forced to close its doors.

A tale that arrived on the big screen, with documentary film "Focaccia Blues - The true story of cake that ate the hamburger" directed by Nico Cirasola. Among the players Renzo Arbore, Lino Banfi, Michele Placido, and a special guest star Nichi Vendola, governor of Puglia Region. In these days the film is projected in Turin and Luca, enjoying the unexpected notoriety, took the opportunity to come and took part to the Focaccia Day, a mini - league organized by a colleague from Genoa, owner of several focaccerie in Piedmont capital. Even in this city focaccia by baker from Bari gathered unanimous applause. Luca Digesù is a perfect example of ‘glocalization’: local dimension that become larger and larger, by aiming on territory’s specifities.

The secret of his success is simple: passion against pure business, genuineness against serial production, authenticity against the massification of tastes and flavors. And when they have to satisfy their palate, it’s difficult to fool Italians. It’s a pity that it isn’t the same for politics.

Letizia Cavallaro