Whirlpool Corp.'s KitchenAid brand expanded it longstanding sponsorship of the Food & Wine Classic, which took place June 14-16 in Aspen, CO.
The event included demonstrations by chefs such as Mario Batali, Jacques Pepin, Marcus Samuelsson, and others. Chef demonstrations took place in four KitchenAid demonstration kitchens stationed throughout the event space.
KitchenAid also displayed its latest products in the event's Grand Tasting Pavilion.
"For decades we've been proud to provide appliances and culinary demonstration stages for a 'Who's Who' of participating chefs," notes Beth Robinson, senior manager of brand experience for KitchenAid. "This year, we looked for ways to share some of the great culinary inspiration and instruction from the event with those who can't be there."
Food & Wine and KitchenAid will produce a series of 10 video segments derived from 10 of the event's chef demonstrations. The segments will be posted on FoodandWine.com and shared by KitchenAid via such social media channels as Facebook and YouTube.
Videos will include tips from chefs on a variety of topics, ranging from food and wine pairings to best uses for special ingredients, and will serve as quick, informative guides for cooks to watch and learn from the pros. The Classic Cooking demonstrations and Chef Tips will also air on Amex TV, American Express' new interactive television brand channel.
As in years past, attendees also had the opportunity to bid on stand mixers signed by celebrity chefs at live Cook for the Cure auctions held during cooking demonstrations. Cook for the Cure, a partnership between KitchenAid and Susan G. Komen, has raised more than $9 million to support the fight against breast cancer.
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