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Aldi, meet Aldi: German supermarket seeks out Italians who share its name

Discount supermarket Aldi will open its first locations in northern Italy next month, the company announced this week – and to celebrate, the German Aldi is looking for its Italian namesakes.

Aldi, meet Aldi: German supermarket seeks out Italians who share its name
An Aldi supermarket in the UK. Photo: Daniel Leal-Olivas/AFP

More than 100 Italian families share the supermarket's name – a pure coincidence, since the brand was coined from “Diskont” and “Albrecht” after the west German brothers who founded it. 

To promote its arrival in Italy next month, the group sought out Italian Aldis to become “ambassadors” for the budget chain.

Five of them were invited to star in promotional videos that show them cooking traditional Italian dishes with Aldi's new, Italy-specific range – including Lino and Giulia Aldi, an entertaining retired couple from Settimo Milanese, who whip up a rather nice stew. 

 
Despite having found success elsewhere in Europe as a no-frills shopping option, for its Italian launch Aldi is putting in the effort to dispel associations with sorry-looking sausages and bastardized frozen pizzas. The company assures that 75 percent of products on sale in its Italian supermarkets will be locally sourced, including regional specialities and an all-Italian wine cellar in every store.
 
“We're extremely proud to enter the Italian market, renowned throughout the world for its unmatched gastronomic culture,” said Aldi's group managing director, Michael Veiser, adding that meeting Italian shoppers' expectations was the supermarket's “greatest challenge”. 
 
The group has been preparing its Italian debut for two years. The first ten stores are due to open on March 1st, in Castellanza, Piacenza, Trento and other locations across northern Italy. The company plans to follow them with at least 35 in 2018. 
 
It says it has hired 880 people in Italy so far and expects to have a workforce of more than 1,500 by the end of the year.
 
Aldi's rival German discount chain, Lidl, is already present in Italy with more than 500 stores nationwide. 
 
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FOOD & DRINK

Sagra: The best Italian food festivals to visit in October

If you're visiting Italy in autumn, don't miss the many local food and drinks fairs held around the country. Here are some to visit this October.

Sagra: The best Italian food festivals to visit in October

One of the best things about visiting Italy in the autumn is having the opportunity to attend a sagra, a type of harvest festival or fair centred around one particular food or drink item local to the town hosting it.

sagra has a fairly broad definition: it could last for several weeks or one day, and might consist of anything from a raucous celebration with music and dancing to a lone food stall with a few wooden benches. It will usually be hosted in a field or a piazza, and entry is free.

READ ALSO: Seven reasons autumn is the best time to visit Italy

What all sagre have in common is the focus on eating and drinking fresh local produce, and the assurance that you won’t leave unsated.

Now, the good news is that October is by far the month with the most sagre, with a wealth of events taking place throughout the country that are worth seeking out if you’re in the area. So, here are some of the best sagre happening across Italy this month.

Campania 

Sagra della Castagna (chestnut festival), 7th-16th October in Calvanico, Salerno.  

Festa della Mela Annurca (‘annurca‘ apple festival), 28th-29th October in Valle di Maddaloni, Caserta.

Sagra del Cinghiale (boar festival), every Friday of the month in Dugenta, Benevento.

Emilia Romagna

Sagra della Salamina da Sugo (salami festival), 5th-9th October in Poggio Renatico, Ferrara.

Sagra del Vino Romagnolo (Romagna’s wine festival), 6th-9th October in Cotignola, Ravenna.

Sagra del Tartufo (truffle festival), 7th-9th October in Bondeno, Ferrara.

Sagra dell’Anguilla (eel festival), first three weekends of the month in Comacchio, Ferrara.

Lazio

Sagra dell’Uva Cesanese del Piglio (‘Cesanese‘ grapes festival), 30th September-2nd October in Piglio, Frosinone.

Enorvinio (wine festival), 2nd October in Orvinio, Rieti.

Castelli di Cioccolato (chocolate castles festival), 7th-9th October, Marino, Rome.

Sagra delle Tacchie ai Funghi Porcini (‘tacchie‘ pasta and porcini mushroom festival), first two weekends of the month in Bellegra, Rome.

A street seller prepares roasted chestnuts in Rome.

Roasted chestnuts are a staple of Italy’s October ‘sagre’. Photo by Alberto PIZZOLI / AFP

Lombardy

Castagnata a Caglio (chestnut festival), 2nd-9th October in Caglio, Como.

Festival della Mostarda (mustard festival), 15th October-30th November in Cremona.

Fasulin de l’Oc con le Cudeghe (beans and pork rind festival), 29th-31st October in Pizzighettone, Cremona.

Sicily

Sagra delle Pesche (peach festival), 1st-2nd October in Leonforte, Enna.

Festa della Nocciola (hazelnut festival), 5th-6th October in Novara di Sicilia, Messina.

Funghi Fest (Mushroom festival), 21st-23rd October in Castelbuono, Palermo.

Piedmont

Sagra della Castagna (chestnut festival), 2nd October in Mathi, Turin.

Sagra del Ciapinabò (Jerusalem artichoke festival), 8th-9th October in Carignano, Turin.

Cioccolato nel Monferrato (chocolate festival), 16th October in Altavilla Monferrato, Alessandria.

Chocolate fair in Milan, Italy.

A number of chocolate festivals take place up and down the boot in October. Photo by Miguel MEDINA / AFP

Tuscany

Sagra del Fungo Amiatino (‘amiatino‘ mushroom festival), 7th-9th, 15th-16th October in Bagnolo, Grosseto.

Sagra delle Frugiate (roasted chestnuts festivals), 9th and 16th October in Pescia, Pistoia.

Boccaccesca (local food festival), 14th-16th October in Certaldo, Florence.

Sagra del Tordo (local food festival), 29th-30th October in Montalcino, Siena.

Puglia

Sagra del Calzone (calzone festival), 14th-16th October in Acquaviva delle Fonti, Bari.

Veneto

Festa del Baccalà (cod festival), 30th September-2nd October and 7th-9th October in Montegalda, Vicenza.

Festa delle Giuggiole (jujubes festival), 2nd and 9th October in Arquà Petrarca, Padua.

Mele a Mel (apple festival), 7th-9th October in Mel, Belluno.

Festa della Patata (potato festival), all Sundays of the month in Tonezza del Cimone, Vicenza.

Umbria

Primi d’Italia (national first courses festival), 29th September-2nd October in Foligno.

Sagra del Sedano Nero e della Salsiccia (black celery and sausage festival), 15th-16th October in Trevi, Perugia.

This list is not exhaustive. Did we miss out your favourite October sagra? Leave a comment below to let us know.

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