Celebrity Chefs Update – HFN

Celebrity chefs continue to spark housewares sales. Not surprisingly, the recent International Home + Housewares Show was the site of some notable entries into the celebrity chef field. Meanwhile, some of the biggest chefs added to their offerings.

Aarón Sánchez | IMUSA

Kaaron_sancheznown for his hosting roles on such television shows as the Food Network’s “Chopped,” Aarón Sánchez debuted his new relationship—and his first cookware line—with Imusa at the show. And though the company has worked with chefs on product development in the past, the Mexican-influenced line is the company’s first chefbranded line of cookware. Sánchez is also one of three celebrity chefs in Imusa’s new celebrity panel of chef ambassadors, along with George Duran and Michelle Bernstein. The panel contributed to Imusa’s new brand, Global Kitchen, which focuses its product on five regional cuisines. “He has a huge following through his shows, both in English and Spanish,” said Manny Gaunaurd, president of Imusa, said of Sánchez. “He’s never done this before—for his customer, he’s perfect.” And the line fits in at retail at numerous markets, such as California or Texas. “It’s authentic cookware; we stepped it up.” Sánchez was very involved in the development and design of his new line, which features authentic and traditional cookware pieces with a modern twist, said Victoria Rodriguez, marketing manager, Imusa. For example,