Channel 4’s “Food Unwrapped” and Balsamic Vinegar in Modena
The British television channel Channel 4 dedicated one episode of Food Unwrapped to balsamic vinegar. The programme, broadcast in the UK between 2012 and 2013, is known for investigating what really goes into the food we eat, comparing marketing claims with production realities.
In late March, a Channel 4 production company contacted Emilia Delizia to organise filming in Modena. With only one day to design the itinerary, we coordinated transport, an English-speaking guide, accommodation, and visits to three different balsamic vinegar producers.
To make the programme genuinely comparative, we selected three distinct production styles: a producer of PGI balsamic vinegar, a producer of Traditional Balsamic Vinegar of Modena DOP, and an organic balsamic condiment producer. The aim was to give viewers a realistic and nuanced insight into the balsamic vinegar world.
Experiences like this are also explored today through guided tastings and visits in the city, including our Modena food tour, which introduces visitors to local food traditions and authentic products within their cultural context.
DOP Traditional Balsamic vs PGI Balsamic Vinegar of Modena
These two products are both made in Modena, but they follow very different production rules. Traditional Balsamic Vinegar of Modena DOP must adhere to strict regulations enforced by the consortium, including long ageing times and limited ingredients.
PGI Balsamic Vinegar of Modena, by contrast, operates under a broader regulatory framework. While this category includes industrial products, it can also include high-quality vinegars made without colouring or additives and sold at a fair price. The distinction is not always obvious to consumers, which is why clear explanation is essential.
Looking for an authentic food experience?
Join our Foodie’s Delight Tour – Parmigiano Reggiano, balsamic vinegar & cured meats in one unforgettable day.
Giusti – Historic Balsamic Vinegar Producer in Modena
Giusti is the oldest and one of the most prestigious producers of Balsamic Vinegar of Modena. Founded in 1605 and now in its 17th generation, the family company has received numerous international awards since the 19th century, including gold medals at exhibitions in Florence and Paris. Giusti was also appointed official balsamic vinegar supplier to the King of Italy.
Today, Giusti preserves one of the world’s most important collections of historic balsamic barrels: over 600 casks dating back to the 18th and 19th centuries. These barrels are still in use and can be visited in the attics of the Giusti estate, alongside an internal museum dedicated to the history of balsamic vinegar.
The Giusti range includes balsamic vinegars of varying ages, including highly prized long-aged products. Among them are the “3 Gold Medals, Riccardo Giusti”, aged for over 12 years and awarded best balsamic vinegar in Italy, Germany, and the USA, and the “Banda Rossa”, a 20-year-old vinegar originally gifted within the Giusti family.
The Giusti family welcomes visitors from around the world, offering guided tours and tastings that explore the origins, techniques, and cultural importance of one of Italy’s most celebrated products.
Emilia Delizia and the Media
Emilia Delizia regularly supports journalists, broadcasters, and production teams seeking to explore Italy’s food heritage in depth. Producing accurate food content can be challenging, even for experienced professionals, and our long-standing expertise helps ensure meaningful access and reliable information.
If you are planning a television programme, documentary, or editorial project focused on Italian food, we would be pleased to assist in building a well-researched and authentic story.
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