‘MEET MASSARI R-EVOLUTION’ IS HELD IN LONDON FOR THE FIRST TIME
THE PANETTONE CELEBRATION FOR PASTRY PROFESSIONALS
- Today, London hosted for the first time a unique event for pastry professionals and, above all, panettone lovers, providing them with an unforeseen opportunity to learn more about this product and flour handling at the highest level.
- Meet Massari R-evolution is a project that began in 2018 by Molino Dallagiovanna with Iginio Massari in Italy and aims to train professionals in the sector on topics related to the world of traditional pastry.
- In a day devoted to this great Christmas classic, the famous Italian pastry chef shared his techniques and secrets, linked to the use of flour and the preparation of panettone, as well as some practical skills for more in-depth training.
- Italian master pastry chef Iginio Massari shared the keys to what makes “the perfect panettone” and how this dessert has evolved over the years.
- The event took place at Le Cordon Bleu at 15 Bloomsbury Square, between 9.00am and 5.30pm, with workshops on the production of traditional Panettone and chocolate Panettone.
- The main ingredient in all the preparations was Panettone Z flour, from ledolcissime, the Molino Dallagiovanna line with seven references to meet all the needs of the contemporary pastry line.
- The event was also supported by Agrimontana: leader in the production of candied fruits and pastry ingredients
London, May 12th 2025 – The Panettone Day, “MEET MASSARI R-EVOLUTION”, was celebrated for the first time in London, at Le Cordon Bleu (15 Bloomsbury Square). The event, organized by Molino Dallagiovanna and Agrimontana was dedicated to this great Christmas classic, held by the hand of the great Italian pastry chef Iginio Massari. Techniques and secrets related to flour usage, as well as the preparation of both traditional and chocolate panettone, were shared.
“Meet Massari R-evolution” is a project launched in 2018 in Italy by master pastry chef Iginio Massari, which aims to train professionals in the sector on topics related to the world of traditional pastry, with a modern and updated approach. The initiative is organized by Molino Dallagiovanna, Italy’s leading flour brand, and Agrimontana, a leader in candied chestnuts, fruits, and jam.
During today’s event, the fourth edition of the Panettone Day, held for the first time in the United Kingdom and aimed at pastry professionals, a variety of topics were covered with the end goal of broadening knowledge about panettone. Throughout the day, renowned Italian pastry chef Iginio Massari, from Brescia, shared his techniques and secrets relating to the use of flour and the preparation of this Christmas classic. From the theory of flours to the components, via the preparation of a traditional panettone and a chocolate panettone, participants had the opportunity to gain an in-depth understanding of this iconic product, as well as high-level flour-handling techniques.
Pastry chefs and professionals in the industry received hands-on training in making the perfect panettone, directly from Italy’s great pastry master, Iginio Massari. His philosophy, vision, and dedication are reflected in his long and successful career, marked by over 300 competitions won, as well as numerous national and international awards.
Molino Dallagiovanna is Italy’s undisputed leader in the pastry sector, being the only major mill to still carry out the essential grain washing stage, guaranteeing optimum cleanliness. This process, combined with slow, gentle grinding, pays tribute to the organoleptic components of the grain and reflects the company’s commitment to continuous improvement, innovation and research and development. Throughout its almost two centuries of existence, Molino Dallagiovanna has maintained a meticulous selection of grains, resulting in balanced and consistent blends that set it apart.
During the masterclass, Iginio Massari stated:“To make a good panettone, you need a good dough, and to make a good dough, you need good flour. Molino Dallagiovana is the only flour maker with 22 certifications of quality, which makes all the difference in the end product. It is therefore an honour for me to work together with Molino Dallagiovanna, although I has already been using their products for 20 years before this collaboration started.”
Sabrina Dallagiovana, Sales and Marketing Manager at Molino Dallagiovanna wanted to highlight how «the collaboration with Iginio Massari began in 2017. Iginio is a very demanding pastry chef and helps us to always look for the best quality in our flour. A few years ago, we started with the Meet Massari events, bringing different products from our pastry tradition to the main cities of Italy. Three years ago, we began traveling abroad with the panettone, because it is the great icon of Italian pastry. We started in Barcelona and have already been to Tokyo, Paris and today we are here in London. Later this year we will travel to IBIE, the most important pastry event in the US, held in Las Vegas. With these events, the help of Maestro Massari, and the collaboration with the Michelin Guide, which has chosen us to present the annual ‘Passion of Being’ prize, we have managed to be present in almost 70 countries around the world».
What You Might Not Know About Panettone
A bit of history:
It’s a traditional Christmas dessert in Italy, especially from the city of Milan, where it originated and has been known since at least 1470.
In recent decades, it has also become very popular in South America, with Brazil being the largest panettone producer. In Peru, it is one of the staple desserts during national holidays in July, though typically prepared in a simpler version than the Italian original.
Efforts are currently underway to obtain a geographical indication and protected designation of origin due to the dessert’s growing international reputation.
The oldest known reference to panettone appears in an expense record from the Almo Collegio Borromeo—a private university residence—in Pavia in 1599. On December 23 of that year, the student lunch menu listed the ingredients for the dessert used to prepare “13 breads” for Christmas Day.
The first written reference to panettone as a traditional Christmas sweet comes from Enlightenment writer Pietro Verri in the 18th century, who called it “pane di Tono” (big bread).
Characteristics and How to Enjoy It:
The keys to its preparation are: a sweet brioche-like dough made with sourdough and filled with raisins—though other flavors or ingredients like candied fruits, nuts, or chocolate can also be added.
Authentic panettone has a dome shape and, according to tradition, represents people coming together around the table. It should be approximately 12–15 cm tall.
The ideal way to enjoy panettone is to serve it in vertical slices, either thick or thin. In Italy, during the holidays, it’s typically accompanied by hot chocolate, sweet wine, sparkling wine, or other creamy drinks.
In some countries, it is served toasted, spread with sauces, butter, or jam, or even topped or filled with cream.
About Iginio Massari
Talent, passion, dedication and professional discipline are just some of the qualities that have led Brescia-born Iginio Massari to be considered one of the world’s greatest master pastry chefs, raising Italian pastry culture to its highest level of expression.
After initial training in the French cantons of Switzerland with master pastry chef Claude Gerber and extensive experience as a consultant in the food industry, he chose to devote himself entirely to artisan pastry-making at Pasticceria Veneto, which opened its doors in 1971.
His philosophy, vision and commitment are reflected in his long and successful career, with over 300 competitions won, national and international prizes and numerous awards.
His creations are defined by a unique style and inspiration. They are the result of a combination of creativity, meticulous selection of raw materials and extreme attention to detail, creating a world that envelops all the senses.
One of his signature creations is the famous panettone, made with panettone flour from Molino Dallagiovanna’s ‘leDolcissime’ line.
About Molino Dallagiovanna
This is the story of an Italian Milling Family which has been working tirelessly since 1832 in a small town in the province of Piacenza, Gragnano Trebbiense, processing one of the simplest and most prodigious produce ever cultivated: wheat, a pure ingredient that, if treated with care, experience and passion, creates its magic.
The company is an expert at carefully selecting the best grains, and are, uniquely, the only modern-day wheat mill that still washes the grain. The mill carries out this fundamental step to ensure an optimal cleaning and homogeneous wetting of the grain. This slow and delicate grinding process is in respect to the organoleptic components of the grain. Molino Dallagiovanna continues to carry out renewal, research and development, constantly driving for improvement.
The company offers over 450 flours, from traditional ones for bread, pizza, pasta and desserts to gluten and lactose-free lines. Some of their most recent innovations include Divine (Italian wheat flours) Uniqua (multipurpose flours to satisfy the desire for taste and well-being) the Oltregrano Blends (developed to guarantee ease of use, uniqueness and excellent cooking performance) and, finally, tailor-made flours (created and balanced for the needs of each customer). Although, the new line of active and inactive natural yeasts PH4.
Over almost two hundred years, the Molino has evolved and grown to become one of the leading flour mills in Italy. The mill exports Italian values and food excellence abroad to over 65 countries around the world, finally including the USA with its Corp.
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