LA RADICE DEL DESIDERIO di Giorgio Salvatori – Numero 1 – Luglio 2015

art_salvatoriamarelli-copertina
cat-ambiente
cat-economia
l-immarcescibile

metallo miniato, familiari all’occhio e alla gola che, da decenni, ci tentano dai banchi delle farmacie, delle erboristerie, dei negozi di dolciumi. Tutto parte da una radice estratta, per la prima volta, molti secoli fa. Una radice legnosa che, pulita, essiccata, lavorata, diventa una ghiottoneria amata da molti: personaggi celebri e comuni mortali, adulti e bambini. Ma può un bastoncino legnoso e bitorzoluto dare origine a una leggenda? Si, se ad estrarlo e trasformarlo sono mani esperte. Le mani sono quelle della famiglia Amarelli di Rossano, in Calabria. Una dinastia che dal ‘500 ad oggi ha costruito, sulla radice della “glycyrrhiza glabra” – la liquirizia per chi non avesse capito – un piccolo impero.

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var huge_it_trans_in_progress_5 = false; var huge_it_transition_duration_5 = 1000; var huge_interval = {}; var id_array_index = sliderID_array.length; sliderID_array[id_array_index] = // Stop autoplay. window.clearInterval(huge_interval['huge_it_playInterval_'+5]); var huge_it_current_key_5 = ''; function huge_it_move_dots_5() { var image_left = jQuery(".huge_it_slideshow_dots_active_5").position().left; var image_right = jQuery(".huge_it_slideshow_dots_active_5").position().left + jQuery(".huge_it_slideshow_dots_active_5").outerWidth(true); } function huge_it_testBrowser_cssTransitions_5() { return huge_it_testDom_5('Transition'); } function huge_it_testBrowser_cssTransforms3d_5() { return huge_it_testDom_5('Perspective'); } function huge_it_testDom_5(prop) { // Browser vendor CSS prefixes. var browserVendors = ['', '-webkit-', '-moz-', '-ms-', '-o-', '-khtml-']; // Browser vendor DOM prefixes. var domPrefixes = ['', 'Webkit', 'Moz', 'ms', 'O', 'Khtml']; var i = domPrefixes.length; while (i--) { if (typeof document.body.style[domPrefixes[i] + prop] !== 'undefined') { return true; } } return false; } function huge_it_cube_5(tz, ntx, nty, nrx, nry, wrx, wry, current_image_class, next_image_class, direction) { /* If browser does not support 3d transforms/CSS transitions.*/ if (!huge_it_testBrowser_cssTransitions_5()) { jQuery(".huge_it_slideshow_dots_5").removeClass("huge_it_slideshow_dots_active_5").addClass("huge_it_slideshow_dots_deactive_5"); jQuery("#huge_it_dots_" + huge_it_current_key_5 + "_5").removeClass("huge_it_slideshow_dots_deactive_5").addClass("huge_it_slideshow_dots_active_5"); return huge_it_fallback_5(current_image_class, next_image_class, direction); } if (!huge_it_testBrowser_cssTransforms3d_5()) { return huge_it_fallback3d_5(current_image_class, next_image_class, direction); } jQuery(current_image_class).css({'z-index': 'none'}); jQuery(next_image_class).css({'z-index' : 2}); huge_it_trans_in_progress_5 = true; /* Set active thumbnail.*/ jQuery(".huge_it_slideshow_dots_5").removeClass("huge_it_slideshow_dots_active_5").addClass("huge_it_slideshow_dots_deactive_5"); 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}, 20); /* After transition.*/ jQuery(".huge_it_slider_5").one('webkitTransitionEnd transitionend otransitionend oTransitionEnd mstransitionend', jQuery.proxy(huge_it_after_trans)); function huge_it_after_trans() { jQuery(".huge_it_slide_bg_5,.huge_it_slideshow_image_item_5,.huge_it_slideshow_image_second_item_5 ").css('overflow', 'hidden'); jQuery(".huge_it_slide_bg_5").removeAttr('style'); jQuery(current_image_class).removeAttr('style'); jQuery(next_image_class).removeAttr('style'); jQuery(".huge_it_slider_5").removeAttr('style'); // alert(current_image_class+' '+next_image_class); jQuery(current_image_class).css({'opacity' : 0, filter: 'Alpha(opacity=0)', 'z-index': 1}); jQuery(next_image_class).css({'opacity' : 1, filter: 'Alpha(opacity=100)', 'z-index' : 2}); // huge_it_change_watermark_container_5(); huge_it_trans_in_progress_5 = false; if (typeof event_stack_5 !== 'undefined' && event_stack_5.length > 0) { key = event_stack_5[0].split("-"); event_stack_5.shift(); huge_it_change_image_5(key[0], key[1], data_5, true,false); } } } function huge_it_cubeH_5(current_image_class, next_image_class, direction) { /* Set to half of image width.*/ var dimension = jQuery(current_image_class).width() / 2; if (direction == 'right') { huge_it_cube_5(dimension, dimension, 0, 0, 90, 0, -90, current_image_class, next_image_class, direction); } else if (direction == 'left') { huge_it_cube_5(dimension, -dimension, 0, 0, -90, 0, 90, current_image_class, next_image_class, direction); } } function huge_it_cubeV_5(current_image_class, next_image_class, direction) { /* Set to half of image height.*/ var dimension = jQuery(current_image_class).height() / 2; /* If next slide.*/ if (direction == 'right') { huge_it_cube_5(dimension, 0, -dimension, 90, 0, -90, 0, current_image_class, next_image_class, direction); } else if (direction == 'left') { huge_it_cube_5(dimension, 0, dimension, -90, 0, 90, 0, current_image_class, next_image_class, direction); } } /* For browsers that does not support transitions.*/ function huge_it_fallback_5(current_image_class, next_image_class, direction) { huge_it_fade_5(current_image_class, next_image_class, direction); } /* For browsers that support transitions, but not 3d transforms (only used if primary transition makes use of 3d-transforms).*/ function huge_it_fallback3d_5(current_image_class, next_image_class, direction) { huge_it_sliceV_5(current_image_class, next_image_class, direction); } function huge_it_none_5(current_image_class, next_image_class, direction) { jQuery(current_image_class).css({'opacity' : 0, 'z-index': 1}); jQuery(next_image_class).css({'opacity' : 1, 'z-index' : 2}); /* Set active thumbnail.*/ jQuery(".huge_it_slideshow_dots_5").removeClass("huge_it_slideshow_dots_active_5").addClass("huge_it_slideshow_dots_deactive_5"); jQuery("#huge_it_dots_" + huge_it_current_key_5 + "_5").removeClass("huge_it_slideshow_dots_deactive_5").addClass("huge_it_slideshow_dots_active_5"); } function huge_it_fade_5(current_image_class, next_image_class, direction) { if (huge_it_testBrowser_cssTransitions_5()) { jQuery(next_image_class).css('transition', 'opacity ' + huge_it_transition_duration_5 + 'ms linear'); jQuery(current_image_class).css('transition', 'opacity ' + huge_it_transition_duration_5 + 'ms linear'); jQuery(current_image_class).css({'opacity' : 0, 'z-index': 1}); jQuery(next_image_class).css({'opacity' : 1, 'z-index' : 2}); } else { jQuery(current_image_class).animate({'opacity' : 0, 'z-index' : 1}, huge_it_transition_duration_5); jQuery(next_image_class).animate({ 'opacity' : 1, 'z-index': 2 }, { duration: huge_it_transition_duration_5, complete: function () {return false;} }); // For IE. jQuery(current_image_class).fadeTo(huge_it_transition_duration_5, 0); jQuery(next_image_class).fadeTo(huge_it_transition_duration_5, 1); } jQuery(".huge_it_slideshow_dots_5").removeClass("huge_it_slideshow_dots_active_5").addClass("huge_it_slideshow_dots_deactive_5"); jQuery("#huge_it_dots_" + huge_it_current_key_5 + "_5").removeClass("huge_it_slideshow_dots_deactive_5").addClass("huge_it_slideshow_dots_active_5"); } function huge_it_grid_5(cols, rows, ro, tx, ty, sc, op, current_image_class, next_image_class, direction) { /* If browser does not support CSS transitions.*/ if (!huge_it_testBrowser_cssTransitions_5()) { jQuery(".huge_it_slideshow_dots_5").removeClass("huge_it_slideshow_dots_active_5").addClass("huge_it_slideshow_dots_deactive_5"); jQuery("#huge_it_dots_" + huge_it_current_key_5 + "_5").removeClass("huge_it_slideshow_dots_deactive_5").addClass("huge_it_slideshow_dots_active_5"); return huge_it_fallback_5(current_image_class, next_image_class, direction); } huge_it_trans_in_progress_5 = true; /* Set active thumbnail.*/ jQuery(".huge_it_slideshow_dots_5").removeClass("huge_it_slideshow_dots_active_5").addClass("huge_it_slideshow_dots_deactive_5"); jQuery("#huge_it_dots_" + huge_it_current_key_5 + "_5").removeClass("huge_it_slideshow_dots_deactive_5").addClass("huge_it_slideshow_dots_active_5"); /* The time (in ms) added to/subtracted from the delay total for each new gridlet.*/ var count = (huge_it_transition_duration_5) / (cols + rows); /* Gridlet creator (divisions of the image grid, positioned with background-images to replicate the look of an entire slide image when assembled)*/ function huge_it_gridlet(width, height, top, img_top, left, img_left, src, imgWidth, imgHeight, c, r) { var delay = (c + r) * count; /* Return a gridlet elem with styles for specific transition.*/ return jQuery('
').css({ width : width, height : height, top : top, left : left, backgroundImage : 'url("' + src + '")', backgroundColor: jQuery(".huge_it_slideshow_image_wrap_5").css("background-color"), /*backgroundColor: rgba(0, 0, 0, 0),*/ backgroundRepeat: 'no-repeat', backgroundPosition : img_left + 'px ' + img_top + 'px', backgroundSize : imgWidth + 'px ' + imgHeight + 'px', transition : 'all ' + huge_it_transition_duration_5 + 'ms ease-in-out ' + delay + 'ms', transform : 'none' }); } /* Get the current slide's image.*/ var cur_img = jQuery(current_image_class).find('img'); /* Create a grid to hold the gridlets.*/ var grid = jQuery('
').addClass('huge_it_grid_5'); /* Prepend the grid to the next slide (i.e. so it's above the slide image).*/ jQuery(current_image_class).prepend(grid); /* vars to calculate positioning/size of gridlets*/ var cont = jQuery(".huge_it_slide_bg_5"); var imgWidth = cur_img.width(); var imgHeight = cur_img.height(); var contWidth = cont.width(), contHeight = cont.height(), imgSrc = cur_img.attr('src'),/*.replace('/thumb', ''),*/ colWidth = Math.floor(contWidth / cols), rowHeight = Math.floor(contHeight / rows), colRemainder = contWidth - (cols * colWidth), colAdd = Math.ceil(colRemainder / cols), rowRemainder = contHeight - (rows * rowHeight), rowAdd = Math.ceil(rowRemainder / rows), leftDist = 0, img_leftDist = (jQuery(".huge_it_slide_bg_5").width() - cur_img.width()) / 2; /* tx/ty args can be passed as 'auto'/'min-auto' (meaning use slide width/height or negative slide width/height).*/ tx = tx === 'auto' ? contWidth : tx; tx = tx === 'min-auto' ? - contWidth : tx; ty = ty === 'auto' ? contHeight : ty; ty = ty === 'min-auto' ? - contHeight : ty; /* Loop through cols*/ for (var i = 0; i 0) { var add = colRemainder >= colAdd ? colAdd : colRemainder; newColWidth += add; colRemainder -= add; } /* Nested loop to create row gridlets for each col.*/ for (var j = 0; j 0) { add = newRowRemainder >= rowAdd ? rowAdd : rowRemainder; newRowHeight += add; newRowRemainder -= add; } /* Create & append gridlet to grid.*/ grid.append(huge_it_gridlet(newColWidth, newRowHeight, topDist, img_topDst, leftDist, img_leftDist, imgSrc, imgWidth, imgHeight, i, j)); topDist += newRowHeight; img_topDst -= newRowHeight; } img_leftDist -= newColWidth; leftDist += newColWidth; } /* Set event listener on last gridlet to finish transitioning.*/ var last_gridlet = grid.children().last(); /* Show grid & hide the image it replaces.*/ grid.show(); cur_img.css('opacity', 0); /* Add identifying classes to corner gridlets (useful if applying border radius).*/ grid.children().first().addClass('rs-top-left'); grid.children().last().addClass('rs-bottom-right'); grid.children().eq(rows - 1).addClass('rs-bottom-left'); grid.children().eq(- rows).addClass('rs-top-right'); /* Execution steps.*/ setTimeout(function () { grid.children().css({ opacity: op, transform: 'rotate('+ ro +'deg) translateX('+ tx +'px) translateY('+ ty +'px) scale('+ sc +')' }); }, 1); jQuery(next_image_class).css('opacity', 1); /* After transition.*/ jQuery(last_gridlet).one('webkitTransitionEnd transitionend otransitionend oTransitionEnd mstransitionend', jQuery.proxy(huge_it_after_trans)); function huge_it_after_trans() { jQuery(current_image_class).css({'opacity' : 0, 'z-index': 1}); jQuery(next_image_class).css({'opacity' : 1, 'z-index' : 2}); cur_img.css('opacity', 1); grid.remove(); huge_it_trans_in_progress_5 = false; if (typeof event_stack_5 !== 'undefined' && event_stack_5.length > 0) { key = event_stack_5[0].split("-"); event_stack_5.shift(); huge_it_change_image_5(key[0], key[1], data_5, true,false); } } } function huge_it_sliceH_5(current_image_class, next_image_class, direction) { if (direction == 'right') { var translateX = 'min-auto'; } else if (direction == 'left') { var translateX = 'auto'; } huge_it_grid_5(1, 8, 0, translateX, 0, 1, 0, current_image_class, next_image_class, direction); } function huge_it_sliceV_5(current_image_class, next_image_class, direction) { if (direction == 'right') { var translateY = 'min-auto'; } else if (direction == 'left') { var translateY = 'auto'; } huge_it_grid_5(10, 1, 0, 0, translateY, 1, 0, current_image_class, next_image_class, direction); } function huge_it_slideV_5(current_image_class, next_image_class, direction) { if (direction == 'right') { var translateY = 'auto'; } else if (direction == 'left') { var translateY = 'min-auto'; } huge_it_grid_5(1, 1, 0, 0, translateY, 1, 1, current_image_class, next_image_class, direction); } function huge_it_slideH_5(current_image_class, next_image_class, direction) { if (direction == 'right') { var translateX = 'min-auto'; } else if (direction == 'left') { var translateX = 'auto'; } huge_it_grid_5(1, 1, 0, translateX, 0, 1, 1, current_image_class, next_image_class, direction); } function huge_it_scaleOut_5(current_image_class, next_image_class, direction) { huge_it_grid_5(1, 1, 0, 0, 0, 1.5, 0, current_image_class, next_image_class, direction); } function huge_it_scaleIn_5(current_image_class, next_image_class, direction) { huge_it_grid_5(1, 1, 0, 0, 0, 0.5, 0, current_image_class, next_image_class, direction); } function huge_it_blockScale_5(current_image_class, next_image_class, direction) { huge_it_grid_5(8, 6, 0, 0, 0, .6, 0, current_image_class, next_image_class, direction); } function huge_it_kaleidoscope_5(current_image_class, next_image_class, direction) { huge_it_grid_5(10, 8, 0, 0, 0, 1, 0, current_image_class, next_image_class, direction); } function huge_it_fan_5(current_image_class, next_image_class, direction) { if (direction == 'right') { var rotate = 45; var translateX = 100; } else if (direction == 'left') { var rotate = -45; var translateX = -100; } huge_it_grid_5(1, 10, rotate, translateX, 0, 1, 0, current_image_class, next_image_class, direction); } function huge_it_blindV_5(current_image_class, next_image_class, direction) { huge_it_grid_5(1, 8, 0, 0, 0, .7, 0, current_image_class, next_image_class); } function huge_it_blindH_5(current_image_class, next_image_class, direction) { huge_it_grid_5(10, 1, 0, 0, 0, .7, 0, current_image_class, next_image_class); } function huge_it_random_5(current_image_class, next_image_class, direction) { var anims = ['sliceH', 'sliceV', 'slideH', 'slideV', 'scaleOut', 'scaleIn', 'blockScale', 'kaleidoscope', 'fan', 'blindH', 'blindV']; /* Pick a random transition from the anims array.*/ this["huge_it_" + anims[Math.floor(Math.random() * anims.length)] + "_5"](current_image_class, next_image_class, direction); } function iterator_5() { return 1; } function huge_it_change_image_5(current_key, key, data_5, from_effect, clicked) { if (data_5[key]) { if (!from_effect) { // Change image key. jQuery("#huge_it_current_image_key_5").val(key); current_key = jQuery(".huge_it_slideshow_dots_active_5").attr("data-image_key"); 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LA RADICE 
DEL DESIDERIO

 

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I dipendenti sono appena 50, ma – sarà per la forte coesione aziendale o forse per la tradizione che vede anch’essi, come i proprietari, passarsi il testimone di padre in figlio – il fascino discreto del marchio Amarelli ha ormai conquistato tutto il mondo: dall’Europa, agli Stati Uniti, dal Sud America ai Paesi Arabi approdando perfino in Giappone.
Il quartier generale è ancora quello di molti secoli fa: un palazzo dall’aspetto severo che denuncia la sua origine di struttura difensiva con caditoie, feritoie, mura massicce.
Dentro si lavora alacremente per produrre una serie di dolciumi, tutti a base di liquirizia, che spaziano dall’eterno e spartano tronchetto di radice naturale, da succhiare e masticare con imperturbabile lentezza, ai tanti pezzettini neri, colorati, multiformi, che, in una gamma incredibile di proposte, allettano lo sguardo e stimolano papille gustative e ghiandole salivari.
Quel dolce pizzicorino della glycyrrhiza offerto in mille forme e dando libero sfogo alla fantasia ed all’ingegno.
Oggi, a rappresentare la dinastia, c’è una volitiva signora, Pina Amarelli, capelli biondissimi, occhi azzurri e portamento elegante, che, per le sue doti personali e le tradizioni dinastico-aziendali, può vantare, unica donna in Calabria, il titolo di Cavaliere del lavoro.
Infaticabile imprenditrice, la nostra signora, vola ovunque si possa aprire nuovo spazio per ampliare la rete di conoscenza, e quindi di vendita, della rinomata liquirizia Amarelli.
Unica, a sentire il suo appassionato racconto, per qualità della pianta e metodo di estrazione e lavorazione.
“La raccolta è già di per sé stessa impegnativa – ci dice Pina Amarelli – perché il ramo sotterraneo aderisce al terreno in modo obliquo e richiede, quindi, la massima attenzione all’atto dell’estrazione.
Bisogna conoscere bene i luoghi dove cresce e approfittare dei periodi di pioggia, da ottobre a marzo, per operare lo scasso nel terreno, altrimenti impossibile o rischioso per la compattezza del suolo e la vulnerabilità della radice.

Nella remota e, per molti versi, ancora arcaica Calabria! I numeri, oggi, ci dicono anche che l’azienda Amarelli non ha subito scosse dalla crisi economica internazionale (le esportazioni sono aumentate nel 2014 del 7 per cento) e fattura addirittura 7-800 mila euro solo dalla piccola rivendita presente all’uscita del museo.
E la criminalità organizzata? Possibile che abbia lasciato indisturbata un’azienda con queste caratteristiche? “Problemi veri, pressioni dirette non ne abbiamo mai subiti -afferma la signora Amarelli – forse proprio in virtù del fatto che la nostra famiglia ha radici così antiche e ha sempre goduto di un rispetto che, spesso, si tributa a personalità dell’imprenditoria e della cultura lontane dal mondo dei partiti e della spartizione del potere.
Non mi riferisco, ovviamente, ai cavalieri fondatori della dinastia – continua Pina Amarelli, ma ai tanti che si sono avvicendati nella famiglia e nell’azienda.
Ne cito solo due: Giovanni Leonardo Amarelli, fondatore dell’Università di Messina nel ‘500, e, perché no, mio marito, Franco Amarelli, attivo nell’azienda, ma anche stimato docente universitario. Sono tutti lontani mille miglia dal sottobosco delle clientele” – taglia corto la Amarelli – e aggiunge: “la nostra forza, semmai, risiede nella continuità della tradizione della famiglia allargata. Da noi è facile trovare dipendenti che vantano quattro generazioni di lavoro nella nostra azienda. Una famiglia allargata, che mette al primo posto la condivisione degli obbiettivi da raggiungere, il calore umano, la collaborazione.
Se si lavora con questi principi il rispetto è assicurato, parola di Pina Amarelli”. Cosa vede Pina Amarelli nel futuro del sud? “Un gioco di squadra per fare sistema”. Accade nella Calabria dei numeri in negativo e delle cronache di mafia. Non solo un’eccellenza, ma un primato indiscutibile.

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Lavaggio, asciugatura e tritatura sono le fasi successive, dosando i tempi della lavorazione a mano con quelli della trasformazione industriale”.
Inevitabile, quest’ultima, per garantire standard igienico-sanitari di massimo livello.
“I risultati sono straordinari. La liquirizia Amarelli, senza alcun supporto di pubblicità diretta, televisiva o sulla carta stampata, è riuscita, piano piano, a conquistare i palati dei popoli dei cinque continenti, con una minore affermazione solo in asia – precisa la Amarelli – perché lì esiste una varietà di liquirizia più scadente che viene tradizionalmente usata per presunte finalità terapeutiche; tutte, ancora, da dimostrare”.
“L’uso dolciario e alimentare è invece nella tradizione italiana e occidentale senza trascurare le proprietà digestive e stimolatrici dei succhi gastrici che caratterizzano la nostra più pregiata glychirriza glabra.
Avidi consumatori della rinomata liquirizia calabrese, cui si attribuivano addirittura proprietà afrodisiache, erano personaggi famosi come Casanova e Napoleone – ci fa notare ancora la signora Amarelli – e la qualità della nostra glychirriza non si è perduta nel tempo se a rappresentare la Regione Calabria, all’Expo milanese, ci sono, in prima fila, anche i nostri prodotti”. Ma c’è di più.
All’ingresso del padiglione della Regione Calabria, campeggia perfino una statuina che raffigura lei, Pina Amarelli, “Lady liquirizia”, come ha titolato, con scarsa fantasia, un giornale locale.
Un tributo un po’ “fetish” alla signora della glycyrrhiza glabra.
Ma le ragioni di tanto attaccamento all’icona Amarelli, in Calabria, hanno una scaturigine ben più remota del secolo in cui, il ‘500, avvenne la prima estrazione a fini commerciali.
Il piccolo impero Amarelli avrebbe infatti un’origine feudale se è vero, come attesterebbe un documento scoperto nella biblioteca di famiglia, che la dinastia discende da un cavaliere crociato – forse un templare – che approdò in Calabria al seguito dei Normanni e lì trovò la patria per i suoi figli e per i figli dei suoi figli.
Vennero al mondo altri cavalieri, e poi letterati, mecenati, imprenditori.
La storia dell’inizio della lavorazione della liquirizia, e degli strumenti per la raccolta e la trasformazione, sono documentati in un museo ricavato nel severo ed antico maniero Amarelli.
Ed è anch’esso un successo: 35 mila visitatori l’anno, il più visitato tra i musei imprenditoriali italiani dopo quello di Maranello della Ferrari.

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