FactoryMade, an incubator in television, lifestyle and consumer products, has announced a collaboration with Walmart and Haworth Marketing + Media, to promote the importance of fresh, affordable, and locally grown produce and support the farm to table movement.
Rediscovering America is a culinary pilot program which aligns Walmart with five local chefs, and five local farms in the following cities: Charlotte, NC; Richmond, VA; Tampa, FL; Houston, TX; and Atlanta, GA.
Each of these chefs will also be filmed for an upcoming documentary series developed and produced by FactoryMade.
FactoryMade has also partnered with New York Times cookbook author and restaurateur, Ayesha Curry. She will be working closely with FactoryMade to bring attention to the project and celebrate the good work that is happening in the farm to table movement.
“Our main impetus in bringing together Walmart and these creative, community-minded chefs was to shine a spotlight on their dual commitment to do good and do well,” said Cristina Magno Patwa and John Fogelman, co-CEOs of FactoryMade. “In addition to celebrating their mission to use locally grown produce and their support of local farms, we wanted to highlight their commitment to their respective communities. As change-agent chefs, they bring an incredible diversity to the culinary space in terms of their backgrounds, points of view, and cooking techniques, as well as their take on how their work impacts those in their own backyards in the Mid-Atlantic, Great Lakes, South, Southeast and Southwest.”
Rediscovering America will feature an array of restaurants from casual to more formal, and include the following chefs and their respective produce of choice:
- Chef Gene Kato of Upstream, Charlotte, NC. Chef Kato is featuring jalapeño peppers from Bailey Farms of Oxford, NC, across his menu of high quality sushi fare, including his Hamachi with pickled jalapeño and yuzu vinaigrette.
- Chef Brittanny Anderson of Metzger Bar & Butchery, Richmond, VA. Chef Anderson is incorporating organic thyme from Shenandoah Growers of Harrisonburg, VA, in a specially created strawberry tart with thyme shortbread, pink peppercorn and elderflower.
- Chef Ferrell Alvarez of Rooster & the Till, Tampa, FL. Chef Alvarez is using white, baby bella/cremini and portabella mushroom caps from Monterey Mushrooms of Zellwood, FL, in a specially created tartine of smoked mushrooms, duxelle, bleu cheese, balsamic gel and dressed leaves.
- Chef Anita Jaisinghani of Pondicheri Bake Lab + Shop, Houston, TX. Chef Jaisinghani is featuring mini San Marzano tomatoes from Village Farms of Marfa, TX, in a specially created Khichri & Soup.
- Chef Rui Liu of Masterpiece, Atlanta, GA. Chef Liu will be incorporating Vidalia sweet onions from Bland Farms of Glennville, GA across all menu items where onions are featured.
“The James Beard Awards recognize talent wherever it lies across the entire spectrum of America’s dynamic food scene, from big cities to small towns, from beloved neighborhood joints to temples of gastronomy,” said Mitchell Davis, Chief Strategy Officer of the James Beard Foundation. “Chefs, restaurants, farmers and informed eaters help make America more vibrant and delicious for everyone, supporting our organization’s mantra that we all benefit from 'good food for good'".
The five chefs are incorporating produce from local farms into their menus. The program is designed to encourage consumers to taste and experience locally grown produce in expertly crafted dishes by award-winning chefs at their favorite neighborhood restaurants. The same locally grown produce is also available at their local stores, highlighting the availability and affordability of fresh foods from their nearby local farms.
The program also has a social media component, where the five chefs and local influencers are posting images and text on Instagram and Facebook about their creative dishes as well as the locally-grown produce.
“Consumers have a real connection with these chefs and restaurants, who are authentic influencers in their communities,” said Ashley Gibbs, senior marketing director, Walmart U.S. “We are thrilled they are sharing the message that fresh fruits and vegetables from local farms can be bought right in their local Walmart.”
For more information:
Damira Bowles
Tel: +1 (831) 755-1430