The Ministry of Commerce organized a public relations event to build the image of Thai rice, inviting famous chef Cédric Vongerichten to demonstrate the use of Thai rice in cooking international dishes, and inviting media, influencers, and over 20 VIP target consumers to join the event, confident that it will increase the awareness of Thai rice and Thai food among U.S. consumers.
Mr. Wutthikrai Leewiraphan, Permanent Secretary of the Ministry of Commerce, revealed after attending the event to promote the image of Thai rice at the Tasting Studio, Tin Building by Jean-Georges that the Ministry of Commerce, through the Department of International Trade Promotion, has organized a Culinary Event by famous Celebrity Chef Cédric Vongerichten, son of Jean George, one of the most famous chefs in the world and owner of the famous tourist attraction in New York, Tin Building by Jean-Georges, to demonstrate the use of various types of Thai rice in cooking international dishes and to try consuming such dishes.
The eve
nt invited importers, food media, influencers, and no less than 20 VIP target consumers with a combined following of 4.33 million people to participate in Thai rice public relations activities, both online and offline, to act as a medium to stimulate consumer participation and increase demand for Thai rice consumption. It is confident that this will help enhance the image of Thai rice and Thai rice products for consumers in the United States and stimulate increased consumption of Thai food.
‘The Ministry of Commerce expects that organizing this event will create continuity in building the image of Thai rice in terms of standards and quality, helping to improve access to US consumers from providing knowledge to greater consumer participation through various activities. In addition, the use of online social media will help stimulate the demand for Thai rice and rice products continuously and will help promote the import of rice and rice products, including raw materials for cooking Thai food on a large scale,’
said Mr. Wutthikrai.
For Chef Cédric Vongerichten, he was born in 1981 in Bangkok, Thailand. At that time, his father, Chef Jean-Georges Vongerichten, was a famous chef working at the Oriental Hotel. At the age of 2, Cédric moved to New York with his family. At the age of 17, Cédric officially began his chef career at a restaurant in the Bahamas and continued to learn about food by gaining experience all over the world, such as working at the Berkeley Hotel in London, the Mandarin Oriental in Hong Kong, and the famous El Bulli restaurant in Barcelona. He also studied further at the Culinary Institute of America, a renowned institution that has produced many famous chefs around the world.
Chef Cédric then worked as sous chef at Jean-Georges and was given an important role in overseeing the food at their Perry St restaurant. Chef Cédric was also selected as one of Zagat’s 30 under 30 rising stars. In February 2014, Chef Cédric opened a French Indonesian restaurant in Manhattan’s Nolita neighborhood called Way
an, which was very well received and he will soon be opening another restaurant in New York’s affluent Hampton neighborhood.
Source: Thai News Agency