In Italy, the highest quality produce is generally found in small specialty shops, fruit and vegetables at the "frutteria", meat at the "macelleria", cheese and pasta at the "alimentari". However, in January 2007, a brand new way of shopping was born in Turin, concieved by entrepreneur Oscar Farinetti which combines the highly specialized nature and high quality of products found in Italian shops, with the concept of the shopping mall.
Rome's Eataly was constructed two years ago in the Air Terminal in Ostiense. Today, the long abandoned building has been transformed into a food lover's paradise, boasting four floors of restaurants, cafes, and store after store with fish, fresh vegetables, cheese, chocolate, and olive oil, as well as specialized beauty products such as perfumes and soap.
Eataly also features a "mozzarella show" by Roberto Battaglia, who creates mozzarella with buffalo milk in the strictly traditional manner of Caserta for all to see. Similarly, homemade pasta is made constantly in the pasta restaurant in plain view of shoppers.