The food scene in Toronto is abuzz this week with distress over UK chef Marco Pierre White’s decision to become the face of Knorr bouillon cubes. Disregarding the fact that White has been the face of Knorr in the UK for a few years, food writers and chefs seem genuinely distressed that White has “sold out” for the corporate big bucks.
Known as one of the best chefs in the world, White’s decision to become the face of Knorr (and his insistence that all of his restaurants use the product in place of real stock) is confusing, amusing, and to his fans, especially other chefs, understandably upsetting.
The world may never know White’s real reasons for taking the endorsement, but in an era when even successful chefs don’t make a lot of money from cooking, branding yourself has taken on a much greater importance, especially for chefs coming to a point in their careers when it’s no longer enjoyable to work the line every night.
Chefs everywhere are in big demand – for cookbooks, personal appearances, television shows, and yes, endorsement deals. But it’s not as easy as one might think to hook up with the big players, and it’s not always a good idea for chefs to try and broker deals on their own.
That’s where Carmen Correia and Chef Network Inc. (CNI) come into play.