Chef Alex Atala is not one to shy away from controversy. Last week he decided to write on every one of his menus, by hand, the following statement:
O D.O.M. assume sua primeira vocação: ser brasileiro! Por este motivo renuncia ao uso de foie gras e trufas.
Translation: D.O.M. restaurant assumes its prime vocation: to be Brazilian! For that reason, it rennounces the use of foie gras and truffles.
My blog in Portuguese, Boa Vida, was the first to report this, and within hours the news got picked up by many other Brazilian websites and caused quite a stir.
Some applaud the effort, others accuse him of playing a marketing stunt. What do you think?