You gotta love Italians. For a population at times so indifferent to its societal troubles (political corruption, tax evasion, pension reform, pollution, to name a few), they are oddly disposed to rather vocal, even organized indignation when it comes to their food.
A commercial for Star brand dadi, or what we’d call bouillon cubes, is being lambasted these days as an ‘insult to Sicilian cuisine.’ The spot features a Sicilian woman at her stove alongside Tiziana Stefanelli, winner of the second MasterChef Italia, and as the two cheerily proceed with making a Sicilian classic, caponata, one of them adds a (gasp!) Star dado—the source of all the recent uproar. With the Teatro Politeama Garibaldi visible through a background window, the setting is unmistakably Palermo, although many have been quick to point out the housewife speaks nothing like a palermitano (wanting to disassociate, no doubt). Like salt on a wound, she then recites the slogan, Se non c’è il dado non c’è caponata, e se non c’è caponata non c’è famiglia (roughly: ‘Without a bouillon cube there’s no caponata, and without caponata there’s no family’). People are totally freaking out.
The outcry on the web includes a Facebook page called La caponata Siciliana non va profanata (‘Sicilian caponata must not be desecrated’), an outlet for indignant Italians to voice their stance that using a dado in a caponata is both insulting and unnecessary. Some are calling for the commercial to be cancelled. As well, the Star brand’s Facebook page has been filled with critical comments regarding the commercial, while on Twitter the hashtag #savecaponata is getting a fair amount of play.
Protests have come as well in the form of letters to Star’s customer service department, and in several posts on sites and blogs dedicated to Sicilian cooking, with apt doses of wit and brio. I counted at least five bloggers using the adopted slogan alla faccia del dado Star (‘In your face, Star bouillon’). Too many media outlets to count are covering the controversy.
In a post titled Giù le mani dalla mia caponata (‘Hands off my caponata’), journalist and Palermo native Giusi Battaglia, in addition to criticizing Stefanelli for having ‘colluded’ with Star, had this to say (my translation): ‘If there is one thing we Sicilians can be proud of, it is our centuries-long gastronomic culture. A bouillon cube in caponata is like Lucifer in heaven. Period.’ Battaglia says she contacted Stefanelli, citing the latter’s duty to decline such a request from a multinational, calling the whole business ‘dirty’ and detrimental to her credibility. Stefanelli’s response? ‘My husband is Sicilian. I know how to make caponata. The bouillon cube helps to bring all the flavors together, especially for amateur cooks.’
Meanwhile, the Star group’s response has been simple: ‘In this spot we are showing one interpretation of the recipe, one which can be personalized, as with the addition of other ingredients.’ Actually, caponata does vary throughout southern Italy. Some versions include artichokes, others fish, or peeled whole tomatoes instead of tomato sauce, and so on. Yours truly recently made a version of caponota with prawns. So, in theory, Star’s defense is sensible. Recipes change. Variations abound.
But no one’s having it. The frenzy over this spirited dado debate—which at its core seems to me not about adding or varying an ingredient but rather the lowly bouillon cube itself, widely considered a culinary shortcut of poseurs and dilettantes—continues to gain steam and yield evermore imaginative responses. The folks at StrEat Palermo recently posted a video in which they explain how the bouillon cube can be used in another Palermo specialty, pani câ meusa, a sandwich made from veal organs. It’s pretty funny. Still others are advocating for reason and good sense, summed up by a comment I saw recurring across various media: Hasn’t Sicily got other things to worry about?