superstar grandmothers on social networks

In a small village in Tuscany hides a world star, followed by millions of Internet users. Better than an influencer, an 89-year-old grandmother and cook. From her home, Nonna Natalina prepares pasta recipes, filmed by her grandson, Luca, 20, who posts them on social networks. “It all started with this tagliatelle recipe. At first I was cooking, then he started filming me”, she explains. But their biggest success is a video of old-fashioned cut ravioli with a plate that has had 64 million views. Enough to be approached by the major pasta brands. Proposals that they have always refused, because it would be too tiring for Natalina, who does not do this for the money. The few hundred euros that these contents bring in are used to finance Luca’s studies.

Professionalization of the sector

If Nonna Natalina is one of the most famous, she is far from being the only one. On TikTok and Instagram, hundreds of grandmothers’ profiles offer recipes made in Italy with thousands of subscribers. Some have even made a business of it, like Chiara Nicolanti. Sophisticated lights and cameras so you don’t miss any step of the recipe. At home, grandmothers also give real online cooking classes. Chiara’s company now has a turnover of 500,000 euros per year, which she ensures she reinvests in her small village near Rome.