Gelato steps out of the workshop.
And we want to be there.

In recent years, the sector has made enormous technical progress. Today there are more precise tools, a deeper understanding of processes and opportunities for control that were far more limited until quite recently. This is a positive development, but it is precisely why we believe it is even more important to ensure that technique enriches the craft rather than flattening it.

For Sepal, the gelato maker is neither the last link in a supply chain nor simply someone who follows a formulation. This is the person who decides on a balance, interprets a raw material, chooses a texture, defines an aromatic profile and brings coherence to the final result.

Being at AUG also means identifying with this vision and openly supporting it.

One of the most interesting aspects of the gathering is its desire to bring the craft out of the workshops and make it visible in public spaces. The parade will pass through central Turin, starting at Piazza CLN and bringing gelato makers and the public together in an occasion designed to be professional, accessible and participatory all at once.

We like this idea because a sector does not grow through new products or new technologies alone. It also grows when the people within it exchange more ideas, when experiences begin to circulate and when the public gains a better understanding of what lies behind a craft.

Bringing gelato makers out from behind the scenes therefore means doing something very simple yet very important: restoring visibility to the people who give shape to artisan gelato every day.

This is probably the deepest reason why we have chosen to be there.

We do not believe in a future for gelato built on standardisation, or in a sector where products, flavours and identities gradually start to resemble one another. Instead, we believe in professionals who are increasingly aware of their choices, able to use technique without being led by it and to create products that tell the story of their experience, their region and their personal understanding of gelato.

The very idea of AUG grew from a desire to celebrate the human and creative diversity of the craft, in tune with the theme of biodiversity chosen for the sixteenth edition of Terra Madre / Salone del Gusto.

This vision is very close to the one we try to put into practice every day: not providing the same answer for everyone, but building tools that allow each professional to express their own more fully.

We will be at AUG to meet gelato makers, listen to their experiences, exchange ideas and understand how a craft continues to evolve, constantly changing while retaining its deeply artisanal character.

Above all, we will be there because we believe that the sector’s growth also depends on its ability to build a stronger culture around gelato. A culture that values technique without turning it into standardisation, puts people at the centre and makes the work of those who decide every day what it means to make good gelato more recognisable.

For us, taking part means supporting all of this.