flavours and traditions ] COMBINING KNOWLEDGE WITH FLAVOUR [ by Maida Polentarutti ] At a time when hyperactivity and hyperconnectivity reign supreme, there are those who are bucking the trend, responding to emerging individual and collective communication needs by stopping talking at people and starting talking with people. It is no coincidence that, for the Narratori del gusto, the key word for the new year is relationships real, authentic, conscious human relationships. Thirteen years of activity The Narratori del gusto (NDG) is an association founded in Brescia in 2012, which brings together professionals in innovative storytelling and their users. The professional figure of the Narratore del gusto whose name means narrator of taste was created to promote and enhance food and wine products and the territories where they are produced. The goal is to also involve the public through innovative sensory and narrative experiences. Intercepting consumers desire to combine knowledge with flavour, the Narratori del gusto do not present themselves as simple food and wine guides and they do not limit themselves to illustrating the product. They abandon relational passivity to transform the encounter with the public into an exciting experience, where users are encouraged to participate actively, guided on an experiential journey that, through narrative techniques and sensory games. They also exploit the psychology of perception and emotional narrative, bringing the users closer to the history and culture of what they consume. Advisory services for companies The Narratori del gusto use sensory sciences as the cornerstone of their communication, offering advice to companies on how to create experiential journeys and improve visits and hospitality. They collaborate with organisations that promote and protect products and cultural heritage, providing practical help to get started and ongoing support for innovation. By innovating the language used by the company to present its products, it is possible to convey their unique features more effectively, thus providing concrete support to the sales 88