How The Chefs’ Forum is Breaking New Ground at Casa Brasil
The Chefs’ Forum is growing with new campaigns and fresh initiatives that are enabling international brands, regions and individual countries to reach new audiences. As trade marketing and culinary event specialists, more and more brands and global event teams are approaching us to work with them.
Apex Brasil, the main Brazilian trade promotion organization, is staging Casa Brasil in London’s Covent Garden this summer. This fantastic event is set to be a true celebration of Brazil’s best ingredients and vibrant cultures, working with The Chefs’ Forum to get its message out to chefs, students, the wider hospitality industry as well as buyers and foodservice professionals. The two-week gastronomic extravaganza take place between the 25th August and the 7th September and is being held at The Stables in Covent Garden. It will showcase never-seen-before Brazilian ingredients and cooking methods in a new format that will change the way hospitality members approach the old trade show model.
Catherine Farinha, Director of The Chefs’ Forum explained: “The business of hospitality is changing,” she began. “We are seeing more and more foreign investment not just in terms of new restaurants but also countries and regions that have targeted the UK for growth.
“Our work with Casa Brasil is not the first work we’ve done in this area. We ran the chef demo stage at the London Produce Show for six consecutive years before the pandemic, as well as working successfully with the Japanese Embassy to promote Japanese products at The Dorchester in 2019. We were also appointed to do the heavy lifting when Redefine Meat™ launched in the UK this year. They are based in Israel.
“However, with Casa Brasil we can see that this trend has legs and we are perfectly placed to partner with brands and embassies to help showcase the best that is on offer. Our unique platform which balances media and marketing with chef education is just the sort of web and event business that foreign brands are looking for.
“We have been tasked with arranging the chef demonstrations and attracting the right suppliers to visit Casa Brasil and we’re excited for the launch. Working with our friend, Top Chef Brazil winner Luciana Berry has been a joy from start to finish.
“We have proven over many years that we can not only deliver world-class chefs but also the next generation of chefs that are just coming through. Our team is well-drilled and our contacts are second to none.
It’s a very exciting time to be working in hospitality and with our content arm growing all the time with the likes of The Great Game Guide and the forthcoming The Chefs’ Knowledge we are in a great position to kick on and break new ground.”
