The nuggets

Preparations for the first fair were in full swing at the company. Funds were limited and, to stand out among thousands of exhibitors, an idea was needed that could surprise. Something that reflected the spirit of that era and that metropolis: beautiful, innovative, luxurious, and flamboyant.

Alessandro decided to focus on what they did best: preserving. Reflecting on what could capture attention, the choice fell on artichoke hearts in oil. They were small, shiny, irresistible to photograph, as well as tasty and tender. They worked on the recipe to make it even more special, collaborating with Michelin-starred chefs and farmers to identify the perfect variety: a tiny artichoke, the last fruit of the plant. Due to the late season, it didn't grow larger than a small coin. Perfect for filling every space in the jar, transforming it into a precious little treasure chest.

The day of the fair arrived. The product was previewed in London and immediately attracted attention: curious visitors stopped to photograph those jars that looked like works of art. The last day came. The stand was about to be dismantled when a gentleman approached, asking to see "the nuggets."

Alessandro was perplexed: what nuggets was he talking about? The man then pulled out his smartphone and showed a photo taken and published by a visitor. The slightly pixelated image showed a shelf of the stand with a jar on it. Zooming in, Alessandro smiled: they were indeed their small artichokes.

The man had mistaken them for golden, splendid, and shiny nuggets. And from that moment on, for everyone, those small artichokes became Le Pepite (The Nuggets).