Alex Atala holds FRU.TO fully digitally this year!

2 Michelin starred D.O.M.’s successful chef Alex Atala will organize entirely digitally for the first time this year by participating digital event trend.

After world-famous gastronomy organizations such as Michelin Guide, World’s 50 Best, San Sebastián Gastronomica and Omnivore, which met digitally with the world of gastronomy due to the pandemic, the FRU.TO event, which will be carried out by the successful chef Alex Atala in cooperation with the Basque Culinary Center, will be held digitally for the first time. The symposium, created by chef Atala and culture organizer Felipe Ribenboim, together with ATÁ Institute, Atala’s organisation focusing on promoting Brazilian food diversity, will take place on 19 and 20 November.

Although all previous editions of FRUTO were broadcast live, this will be the first time it has been 100 per cent online. “Even if it is a pocket version, and our first try at doing something in a digital format, I think of it like a capsule, a small container but with a powerful effect,” says Atala.

With the theme ‘Gastronomy as a Tool for Transformation’, the event will address sustainability and discuss how the gastronomy sector can engage with the many environmental, economic, and social realities looming on the horizon, especially during a pandemic. More than 30 participants are part of the programme, including environmental activists, farmers, foragers, and, of course, chefs such as Matt Orlando from Amass (Denmark), and Douglas McMaster from Silo (UK).

This edition focuses on a new generation of actors in the food industry, bringing young leaders to share their sustainability experience around the world, and counting on a broader geographic and cultural representation. Step forward the likes of farmer Chido Govera from Zimbabwe, and chef Marsia Taha from Bolivia. Young French environmental activist Camille Étienne will also speak about how Generation Y is changing the world today.

“It is incredible to think that there are a lot of talented people emanating positive messages outside the conventional axes, like Europe, USA, etc. We want to highlight other voices in the food scene, changing the perspectives we used to have of the world,” says Atala.

Ribenboim explains that, to connect with a younger audience, the event seeks a more dynamic format, with talks on the first day, and workshops on the second. There, attendees can ‘enter’ the restaurant kitchens, and visit farms and other projects, virtually.