Infecting a series of products with enthusiasm.
Moving away from his ovens. Taking off his white aprons. Washing the flour and fatigue of a day's work off his hands. Stepping out of the shoes of a master pizza chef to put on those of an artist who writes books, designs ovens and makes DVDs.
To patent a brand that guarantees quality and respect for tradition, associating his name with that of a range of ingredients that embody the flavour of passion and excellence.
Living life from all possible perspectives.