In a new trend, artisan gelato shops continue to open in Tuscany and Florence, making the area the seventh highest region for ice-cream production. As a result, gelato consumption among Florentines has also risen to about 12 kilograms per year. Cream, chocolate and fiordilatte are the favourite flavours. Many lower-quality gelato shops are opening as well, but real artisan gelato is easy to recognise: if colours are too bright, colorants are being used, and if the gelato has a shiny quality it signifies a high vegetable fat content. It is always best to choose fruit flavours of fruit that is in season.