Dear Readers,
In May 1998, Music lovers mourned the passing of Frank Sinatra. As both a lover of music and chocolate I am reprinting an old column of mine which celebrates both:
“The best things in life are either Italian or chocolate” - Maria Gloria.Perugia, the university city which rises up on a hilltop and dominates the Tiber Valley is the Italian city I always associate with Perugina chocolates and kisses known as “Baci”.
A Chinese American may have invented the “fortune cookie,” but the idea of tucking “love notes” in a “chocolate kiss” is strictly an Italian invention.
Perugina was founded in 1907 in the charming ancient Etruscan town of Perugia, in central Italy. Perugina has become synonymous with Italian chocolate to generations of Italians and world travelers.Baci love notes are written in four languages, Italian, English, French and Spanish.
Baci love notes:
La magia del primo amore sta nel non sapere che esso puo' finire.
First love's magic is in not knowing that it may end.
La magie du premier amour est de ne pas savoir qu’ il pourra finir.
La magia del primer amor consiste en no saber que este puede terminar. (Benjamin Disraeli)
Non esiste salvaguardia contro il senso naturale dell'attrazione.
There is no safety-net to protect against attraction.
Il n'existe pas de rempart contre l'attraction naturelle.
No existe proteccion contra el instinto natural de la attraccion. (A.C. Swinburne).The first Perugina store opened in 1920 in the center of Perugia on Corso Vannucci, the city's main promenade.
With its American introduction at the New York World's Fair in 1920, Perugina has become the largest importer in the United States of fine boxed chocolates. So much of Perugina's history is graced with legend and tradition, from the romantic story of the famous “Baci” chocolate kisses entwined with love notes to the proud, fabled Griffin guarding Perugina's exquisite confections.
True the romantic spirit of Perugina, this phenomenal success began with… a kiss. In Italian, one kiss is a “bacio,” more than one kiss is “baci.”
Many, many years ago, the young heir to Perugina, Giovanni Buitoni, and Luisa Spagnoli, wife of Perugina's co-founder fell in love. A confectioner in her own right, Luisa created many of Perugina delicacies. In 1922, she created Baci, whipped milk chocolate blended with chopped hazelnuts, topped with a whole hazelnut and enrobed in silky bittersweet chocolate.
Because their love was to remain secret, Luisa wrote love notes and wrapped them around the chocolates she sent to Giovanni for his inspection. Her affection inspired a tradition. Today, all Baci kisses come wrapped with love notes written in English and Italian. Unique and delicious, Baci has been the key to Perugina's success throughout the world.
The Griffin is a symbolic figure. Born in the imagination of antiquity with the features and wings of an eagle and the body of a lion, the Griffin symbolizes the town of Perugia and its proud Etruscan past.
This noble creature also guards over Perugia's finest treasure - the delicious confections of Perugina.
The fabled Griffin loved gold and jewels - Perugina's sleek, modern Griffin does too, guarding over the bright platinum - wrapped Baci, the gold foiled Gianduia (a rare wedge of chocolate hazelnut cream) and Perugina's spectacular boxed chocolates: the gold-accented Maitre Confiseur Assortment, the bejeweled extravagance of the Vista Jewels, and the Classic Collection.
Perugina's delectable classic chocolate bars unveil flavors that tempt the palate: Cappuccino, Dark Chocolate with Mint Filling, Peanut Truffle, and Bittersweet, to name a few.
Under the gaze of Griffin, Perugina is devoted to quality in creating its confections. Perugina selects only the finest cocoa beans, blends and roasts them to produce the unique Perugina taste and aroma and, after grinding, slowly conches the chocolate mixture to realize Perugina's sensuous, melting texture.
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In the “La Perugina presenta Frank Sinatra” ads a coupon was shown enclosed in each box that said “In ogni scatola di baci troverete un buono sconto per l'acquisto di dischi di Frank Sinatra, 45 giri - Edizione Reprise” which translated to “In every box of Baci you will find a coupon discount for acquiring Frank Sinatra's 45 rpm Reprise Records.”
This encouraged Frank's fans to consume Perugina's Baci chocolates, then burn off the extra calories by rushing off to the nearest record shop.
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