Thursday, 10 July 2014


Coming up with a name for the bakery took almost a year.  That was the bloody easy part.  Suddenly now there are names to be dreamt up for all the products, too.  Nightmare.

In Italy, we learned how to make delicious apple pastries. Crisp, sweet, and beautifully puffed. Upon returning to England, the name stuck: we called them what we had known them as there. La Sfoglia di mela! This translates, literally, as ‘the apple pastry’ ... isn’t that just commonly known in the UK as an apple turnover??

The same thing happened again last week when we offered ‘Pan con tomate’ for breakfast at home and a chef friend sneered, with immense disappointment, “Do you mean tomato on toast?!”  And in fairness, that is exactly what we meant.  The humble slice of toast, with tomato rubbed on it. In Italy they call it ‘Bruschetta al pomodoro,’ because that is what ‘tomato toast’ is in Italian.

Does the London foodie scene insist on naming basic food products by their European translations because it’s more authentic that way, or are we all just being pretentious, foodie snobs? Or are we just being paranoid about this?? Maybe we should keep our beautiful product by the name it had when
we learnt how to make it? So please, friends, enlighten us.
When you next want to eat an ‘apple pastry type product’ for breakfast, what would appeal to you most? A ‘Sfoglia di mela?’ An ‘apple turnover?’ Or perhaps you’d sooner chomp on our Anglicized Tuscan treat - of unbridled Twitter fame (kind of) - the ‘Sfog Sfog?!’

Max and Becca

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