34 | LUXlife Magazine n childhood, Luca Castellucci became captivated with ice cream, not just for its enjoyable taste but also for its interesting state as neither a solid nor a liquid. While his friends at school wanted to be footballers and astronauts, he dreamt of becoming an ice cream maker. However, as Luca grew older, he distanced himself from this aspiration, deciding to pursue training in agricultural and food sciences. His studies in these areas ultimately formed the foundations of his methods of making ice cream, providing him with an understanding of the role of physics and chemistry as well as the ability to be strict in choosing ingredients. After graduating, Luca obtained a temporary contract on a farm, which enabled him to utilise the skills and knowledge he had gained throughout his education. After working there for two years in peace and tranquillity, he remembered his childhood dream of becoming an ice cream maker. Due to his studies, Luca had not only significantly changed his lifestyle and diet but also discovered that “artisanal” ice cream is often made with artificial substances of dubious origin. Despite this, he was determined to investigate the possibility that he could still turn his lifelong dream into reality, reconciling it with his knowledge of healthy and natural nutrition. After some searching, Luca enrolled in the Gelato Naturale Academy in 2018, taking a complete training course to become a master of natural Italian gelato. The academy teaches preparation methods based on the processing of pure raw materials and balancing ingredients without using hydrogenated fats, preservatives, dyes, chemical flavours, and semi-finished industrial products. Finally, in 2021, Luca was ready to open his own shop, which he named Gelateria Naturale Demetra. While many modern Italian ice cream shops use ready-made products purchased from large multinational corporations, Demetra does not use cubes and magic powders. Instead, it utilises only the best raw materials and recipes in order to deliver the most delightful flavours. As a result, Demetra’s ice cream is creamier than others, made with less milk and more cream. It is also tastier since the main ingredients are doubled in quantity. No flavour at Demetra tastes the same, each involving a unique recipe and process without a common basis. This significantly enhances the quality and taste of the ice cream, making the extra effort worth it. In the two years that have passed since Demetra first opened its doors, the shop has been highly successful. After just 15 months of activity, it was featured in the guide of Gambero Rosso. As well as this, in 2022, it was selected for the Sherbet Festival alongside only 29 other ice cream parlours from all over the world. Luca is proud to share that Demetra won by a landslide. Best Artisanal Ice Cream Business - Assisi Situated in Assisi, a charming hill town in Perugia’s Umbria region, Gelateria Naturale Demetra is a quaint ice cream shop offering a tempting selection of natural ice creams, Sicilian granitas, semifreddo, and chocolates. The business was established by Owner Luca Castellucci, whose childhood dream of becoming a master ice cream maker finally came true in 2021. Here, we dive deeper into his fascinating story. Furthermore, Demetra has received a plethora of positive reviews on Google, resulting in its exceptional 4.7-star rating. For example, one happy customer shares, “Luca is not just making gelato. At Demetra, he is doing magic with organic and mostly locally grown ingredients, transforming them into one of the creamiest and tastiest ice creams I’ve ever tried. Please visit him and ask him about his favourite flavour to see that sparkle in his eyes when he tops up your gelato with the best of all secret ingredients: love.” In light of this glowing praise, it is no surprise that Gelateria Naturale Demetra has been named Best Artisanal Ice Cream Business, Assisi, in the LUX Global Excellence Awards 2023. There is no doubt that the shop will continue to thrive in the years to come, and we look forward to seeing what its future holds. Contact Details Contact: Luca Castellucci Company: Gelateria Naturale Demetra Web Address: www.demetragelateria.it I
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