Searching for ‘The Next Great Young Chef’
isc | Feb 18, 2010
As any parent knows, kids are more likely to eat something they’ve made with their own little hands. That’s one reason Wholesome Sweeteners is partnering with Kiwi magazine – a publication for “growing families the natural and organic way” – to run a contest called “The Next Great Young Chef.”
“It’s something to get kids involved in baking and, hopefully, in developing recipes of their own,” says Pauline McKee, vice president of marketing for Wholesome Sweeteners.
Parents can enter their little chefs in the contest in one of two ways: by sending in a video of their 4- to 17-year-old child concocting her favorite original recipe, or by sending in a photo of their child with the finished recipe.
Last year’s grand-prize winner, 7-year-old Meagan, made Strawberry French Toast using organic sugar, while first-prize winner, 7-year-old Jake, made Oatmeal Candy Clumps. Both submitted cooking show-style videos in which they mixed ingredients while sharing nutritional tidbits of knowledge.
Parents and children entering this year’s contest must use in their original recipes at least one of the products from Wholesome Sweeteners, a line of fair-trade-certified, organic and natural sweeteners, including organic sugars, honey, blue agave and molasses.
Once the contest ends on May 31, the marketing team at Wholesome Sweeteners will join Kiwi editors to judge the entries. The top three winners will take home a cash prize – $2,500, $1,500 or $500 – and garner a spot on the pages of Kiwi magazine.
The Wholesome-Kiwi marketing partnership extends beyond the contest, as well. For example, on American Airlines flights, parents who fly with children under 12 years old receive a family pack that includes Kiwi magazine, plus honey, organic tea and other samples from Wholesome Sweeteners.
It’s a winning recipe for Wholesome Sweeteners, a company that, like Kiwi, hopes to appeal to families seeking an organic approach to food. Says McKee, “Ultimately, cooking is just a great activity to do with your children. That’s why we like being associated with this contest and this partner.”
