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La metafora dell’albero, con i rami carichi di piatti ricchi di ogni sorta di cibo, che affonda le proprie radici nella Madre Terra dalla quale ricava energia e sostentamento, è stata l’elemento caratterizzante e il punto di unione di 2 eventi fortemente particolari come il Salone Del Gusto e Terra Madre. Così ha preso forma il claim dell’evento: “Viaggio alle radici del cibo”. L’immagine guida raccoglie tutti gli elementi comunicati e cromatici del linguaggio di Slow Food: Il blu,il giallo e l’arancio sono i concetti del BUONO, PULITO e GIUSTO.