Celebrity chefs judge dishes featuring newKraft Extra Virgin Olive Oil Signature Dressings
TORONTO, ON (April 7, 2008) – A pinch of basil here, a hint of lemon zest there – everyone has a secret ingredient that adds life to their favourite recipes. If you’re happy improvising recipes and consider yourself a bit of a kitchen connoisseur, then Kraft Salad Dressings’ new contest is for you. Celebrating the launch of its new Extra Virgin Olive Oil Signature Dressings, the Kraft Pure Flavour Recipe Challenge is calling on Canadians to put on their chef hats and get creative in the kitchen.
The mouth-watering grand prize is a foodies delight- a week-long trip to Italy. To enter, contestants need to submit their best original recipe incorporating one of the four new Kraft Extra Virgin Olive Oil Signature Dressings. See below for more entry details.
A total of forty finalists will be selected to participate in a cook-off challenge. There will be ten finalists per city participating in Vancouver, Calgary, Toronto and Montreal, being judged by a panel of celebrity chefs and local food fanatics who will sample the culinary creations and select a winner in each city.
“Everyone from aspiring chefs to people who love food are going to eat up this contest,” says Chef Massimo Capra of acclaimed restaurants Mistura and Sopra, and one of thePure Flavour Recipe Challenge judges. “I’m excited to see what recipes Torontonians are inspired to create using locally-grown ingredients and one of the new Kraft Extra Virgin Olive Oil Signature Dressings.” Capra will be joined by fellow food experts to taste, judge and select the Toronto winner at the final event in June.
Celebrity chefs to judge Canadians’ Culinary Creativity
Kraft has enlisted the help of some of Canada’s most well-known chefs to judge the Pure Flavour Recipe Challenge. Along with Capra, from west to east they are: Vancouver’s David Hawksworth, owner of the soon to be openHawksworth, in the Hotel Georgia; Calgary’s Giuseppe Di Gennaro who opened Capo Restaurant after cooking in countries from Australia to Italy; and Marino Tavares who is known for his succulent Portuguese dishes at Ferreira Café in Montreal.
Once the finalists have been selected, cook-offs will take place in Toronto, Vancouver, Montreal and Calgary during the weeks of June 16th and June 23rd. Each contestant will be challenged to create a new recipe on the spot using Kraft Extra Virgin Olive Oil Signature Dressings,and a mystery local ingredient that will remain secret until the competition begins. One winner from each city will be selected and whisked away on a trip to Italy.
Calling all Canadians Cooks
Before aspiring Toronto hopefuls get the chance to have their dish judged by Chef Massimo Capra in Toronto’s cook-off, they’ll need to grab Kraft’s attention with their initial recipe. To qualify, contestants must submit their original recipe online at www.purekraft.ca between April 7th and May 16th, 2008. The original recipe must incorporate one of the four new Kraft Extra Virgin Olive Oil Signature Dressings.
Kraft is continuously bringing delicious and innovative flavours to the table when it comes to dressings. The new Extra Virgin Olive Oil Signature Dressings are blended with fine herbs and ingredients and come in four delicious flavours; Sun Dried Tomato Vinaigrette, Tuscan Italian Vinaigrette, Aged Balsamic Vinaigrette and Red Raspberry Vinaigrette. Using these dressings, contestants can experiment to create original and delicious recipes for any kind of dish.
Visit www.purekraft.ca for complete contest rules and to see Chef Capra’s fresh new salad recipes.
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Contact:
Suzanne Rappaport-Cho or Noor Marzook
Edelman Public Relations
416.979.1120
suzanne.rappaport@edelman.com / noor.marzook@edelman.com
Kraft Foods
Kraft Foods (NYSE: KFT) is one of the world's largest food and beverage companies, with annual revenues of more than $34 billion. For over 100 years, Kraft has offered consumers delicious and wholesome foods that fit the way they live. Kraft markets a broad portfolio of iconic brands in 155 countries, including seven brands with revenue of more than $1 billion, such as Kraft cheeses, dinners and dressings; Oscar Mayer meats; Philadelphia cream cheese; Post cereals; Nabisco cookies and crackers; Jacobs coffees and Milka chocolates. Kraft became a fully independent company on March 30, 2007, and is listed in the Standard & Poor's 100 and 500 indexes. The company is a member of the Dow Jones Sustainability Index and the Ethibel Sustainability Index. For more information, visit the company's web site at www.kraft.com. In Canada, company brands include Kraft Dinner macaroni and cheese, Christie cookies and crackers, and Delissio pizza.