In the middle of the heatwave, Italy is debating whether it is “idiotic” to pay €95 for an ice cream cone
would you pay 95 euros for a cone ice cream? It may seem like a far-fetched question, but in Italy a thorny debate is heating up that has among its protagonists: Flavio Briatorethe Piedmontese businessman famous for his connection with the Alpine F-1 team. In recent days, the tycoon has heated up the networks by calling “cretin” (idiot) who spends dozens and dozens (and dozens) of euros on a cone ice cream, a comment that was not liked in a shop in Apulia known precisely for that: selling ice cream with gold for €95. As we said, the debate is served. What has happened? To understand the controversy we have to go back a few days, when a story began to circulate in the Italian press. explosive statement from Briatore that has little to do with his usual business: ice cream. Although the businessman is known above all for his connection with Formula 1, years ago he promoted a chain of exclusive pizzerias call Crazy Pizza. Perhaps that is why the ‘Pomeriggio Cinque’ program contacted him to talk about summer and food. Everything was perfect, until Briatore harshly criticized those who buy cone ice cream for 70 eurosenough to enjoy a good seafood dinner. What exactly did he say? He assured that anyone who spends so much money on a cookie and cream cone is a “cretin”a word that in Spanish could be translated as “idiot.” In recent days this outburst has been repeated again and again on Italian networks and media such as Daily of Puglia, Il Messaggero either Leggoamong many (many) other newspapers, fueling the debate about whether, matters of tone aside, Briatore is right: Is it crazy to spend 70 euros on an ice cream cone, no matter how luxurious and tasty it may be? Before continuing, one detail must be clarified. On Monday the newspaper The Republicone of the most read in Italy, accurate that in reality Briatore’s words are not new and his controversial video dates back to 2024. In any case, it doesn’t matter. His statements have now gone viral, the debate has permeated the country and, above all, it is now that the other interested party has responded: a business in the Puglia region that effectively sells ice cream at seafood prices. Of course, now its star product, the one that Briatore criticized, is no longer sold at 70 euros. That was his launch price. Now it costs a whopping €95an increase supposedly forced by the increase in the price of its ingredients. What business is that? Mokambo Gelateriaan artisanal ice cream shop located in Ruvo di Pugliaa city in Apulia of around 25,500 inhabitants. Although it is not a particularly populous town and is far from moving the hordes of tourists who visit Rome, Florence or Venice every year, Mokambo has managed to become a popular reference in its sector. And one of the reasons is its most exclusive product: Lo Scettro del Re (King’s Scepter), an ice cream launched in 2018 for 70 euros. Since then he has given a lot of talk. @nick_radogna Ho Mangiato il Gelato D’oro is €70 🍦Second is it worth it? #gelato ♬ suono originale – Nick Radogna What have their owners said? Basically they have taken advantage of their renewed media pull to show off their chest. Both since your profile on Instagram, where they accumulate 24,000 followers, as in interviews with Italian media. For example, a few days ago one of the business owners, Vincenzo Paparella, chatted with Corriere della Sera to respond to Flavio Briatore. “I think he simply hasn’t understood who we are. He probably imagined that we are one of those who take a normal cream ice cream, put a gold leaf on top and sell it at an exorbitant price. If that were the case, he would be absolutely right to criticize it. But our project is totally different,” claims. What the famous ‘King’s Scepter’ offers, claims the Italian ice cream maker, is not a simple cone with cream, but “a gastronomic experience” with “a journey, a history, a work of research and experimentation.” But… What is the ice cream like? A gourmet product in every rule. The ‘Scepter’ incorporates a sheet of 24-karat edible gold, Iranian saffron, Bronte pistachio and fresh whipped cream. In theory, its ingredients include freshly milked milk from the Murgia area and free-range eggs. Of all these products, the one that makes it most expensive is Sargol saffron of Mashhad, in theory the reason why right now it is charged 95 euros. The ice cream parlor of course offers cheaper items, such as cones for five euros. And is it sold? Although not everyone can spend 95 euros on a cone that can be enjoyed in a matter of minutes, Paparella claims that the ‘Scepter’ has achieved surprising success. “In this time we have received more than 2,000 people who have come from all over the world just to enjoy this experience,” presume the ice cream man In fact, they have 148 people with reservations to try it between now and September. It is not a negligible figure if we take into account that, beyond the price, Ruvo di Puglia is not exactly a well-known destination. What is the underlying debate? “The numbers speak clearer than any controversy,” ditch Paparella. And he is right. We may consider it expensive or not, but the undeniable thing is that the ‘Cetro’ has a market and there are people willing to travel to a remote town and spend almost 100 euros to taste a cone. At its core, the debate is old and quite simple: does the gourmetization? Is it demand that determines prices? Curiously, as was remembered these days in the Italian press, the controversy has now arisen from the hand of a businessman (Briatore) who is no stranger to the world of luxury. Images | Mokambo Gelateria In Xataka | Spain’s favorite ice creams are from Mercadona and have no “brand”. And there is a … Read more
