The minute you tell an Italian that you met the actual Giovanni Rana, his or her face will light up as though you just said you had coffee with Santa Claus and thereby confirmed that he is, in fact, real. Everywhere you go in Italy, you are greeted by the warm presence of the famous fresh pasta-maker.

The 79-year-old’s caring smile is on giant billboards and humble pop-up ads in city squares. Jingles for his company have echoed through generations of children glued to TV screens. When he shimmies down the street with his adorable little walk that resembles that of a wind-up toy, he’s swarmed by people asking for selfies, to which he always graciously agrees. He is so famous that one survey showed he was the second-most recognized man Italy, behind only the pope himself.