{"id":11778,"date":"2026-07-01T08:14:02","date_gmt":"2026-07-01T06:14:02","guid":{"rendered":"https:\/\/delab.it\/intervista-a-massimo-vaccaro-direttore-ethical-cooking-school-e-frigo-magazine\/"},"modified":"2026-07-01T08:15:27","modified_gmt":"2026-07-01T06:15:27","slug":"interview-with-massimo-vaccaro-director-of-ethical-cooking-school-and-frigo-magazine","status":"publish","type":"post","link":"https:\/\/delab.it\/en\/interview-with-massimo-vaccaro-director-of-ethical-cooking-school-and-frigo-magazine\/","title":{"rendered":"Interview with Massimo Vaccaro, Director of Ethical Cooking School and Frigo Magazine"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Ethical Cooking School was born as a movement that connects cooking schools around the theme of sustainability: where did this idea come from and what problem was it trying to solve?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The idea grew out of a movement designed to share expertise, sustainability, and nutrition. It all started with a magazine conceived specifically for cooking schools. We then set up a round table where we asked the schools which sustainability-related topics needed to be brought into their lessons, and from that emerged our Manifesto \u201cA Lesson in Sustainability\u201d: a body of content and in-depth material that, in the presence of an educational partner, becomes a masterclass. Our scientific grounding comes from our research and from the journalistic data we gather. When we work with companies, the case studies are built around their own know-how.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>In Italy, roughly 67 kg of food per person is wasted every year, largely in domestic kitchens. Can cooking schools genuinely move that number? And if so, how do you measure changes in the behaviour of people who have attended your courses?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our added value comes from the practicality of someone who tells you which ingredient will make your menu more sustainable, advises you on how to use the less prized parts of food, or steers you towards lower-impact packaging. Our ability to get inside a single recipe is greatly appreciated and tells us this is the right way to move forward. Results may be small, but they are driven by guides \u2014 people with real teaching expertise. The measure of our success is the growing demand for this kind of content from cooking schools.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>You have involved a great many teachers across Italy: are there territorial, generational, or cultural differences in how Italians relate to food waste?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I would say there are no significant cultural differences, because our target audience is fairly homogeneous: our schools are urban and work with high-spending individuals of any background and gender. What we do notice is greater awareness among younger generations: young people are far more sensitive to these issues and have a better command of sustainability topics, including in the kitchen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What has been the biggest obstacle so far \u2014 cultural, economic, or practical \u2014 in bringing sustainability into a cooking lesson without coming across as too dogmatic or theoretical?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The real challenge is precisely not to come across as dogmatic: self-congratulatory tones and guilt-tripping over any misstep push people away rather than raising awareness. Our approach leads us to avoid pointing out failings and instead to reward efforts. In the world of sustainability, real success lies in the process. If someone pours away the pasta cooking water instead of saving it for another use, we don\u2019t point the finger at them \u2014 we\u2019d rather give them credit if, when cooking the pasta, they turned off the heat halfway through and used residual heat, for example. Only that way does sustainability \u201ccome down from its pedestal.\u201d Another priority of ours is integrating sustainability into all training courses as an embedded thread rather than a standalone subject: that way it permeates every learning environment and stops being a niche concern.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Where do you want to be in the coming years, and how do you measure the success of a project like this in terms of real impact on food waste \u2014 not just network growth?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We would like to move beyond cooking schools and communicate through social platforms, using a tone of voice crafted to be contemporary and engaging. We don\u2019t want to create an online sustainable cooking school \u2014 we want a space where these themes are always present and shared through short, easily digestible videos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Can you recommend a book or a film that, in your view, helps people understand your work and the problem you are addressing?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I cannot really answer that question: to teach cooking you need to be a teacher \u2014 being a cook or a chef is not enough. You need empathy in whoever is listening, a recognised expertise\u2026 and that does not come from the books you have written, or read, but from your ability to earn the trust of your students in everything you offer them.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ethical Cooking School was born as a movement that connects cooking schools around the theme of sustainability: where did this idea come from and what problem was it trying to solve? The idea grew out of a movement designed to share expertise, sustainability, and nutrition. It all started with a magazine conceived specifically for cooking [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":11782,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[372],"tags":[],"class_list":["post-11778","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Interview with Massimo Vaccaro, Director of Ethical Cooking School and Frigo Magazine - De-LAB<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/delab.it\/en\/interview-with-massimo-vaccaro-director-of-ethical-cooking-school-and-frigo-magazine\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview with Massimo Vaccaro, Director of Ethical Cooking School and Frigo Magazine - De-LAB\" \/>\n<meta property=\"og:description\" content=\"Ethical Cooking School was born as a movement that connects cooking schools around the theme of sustainability: where did this idea come from and what problem was it trying to solve? 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