"Go South!" Chef Brings the Goodness of the Southern U.S. to Canadians

SUSTA MAP Branded Participant

'Twas the season for sweet potatoes and sweet success as "Go South!" Chef Randal Myers made his television debut on CH-TV in Hamilton, Ontario on December 18, 2001. Chef Myers dazzled Canadian consumers by demonstrating two sensational sweet potato recipes on air. Within three hours following his performance, over 40 calls were placed to the "Go South" 1-800#.

In early January, Chef Myers appeared on Canada AM, a national news/magazine morning show and educated an estimated 1.5 million viewers on keeping their New Year's resolutions to eat healthy by including leafy greens in their diets and everyday menus. Product information and new recipes were exchanged regarding this trendy commodity.

Chef Myers' talents were also showcased at the 77th Annual Canadian Produce Marketing Association's (CPMA) Annual Convention and Exhibition in Toronto in late January at the "Go South! For Quality Produce from the Southern U.S." pavilion. Over 2,500 convention delegates in the produce industry were introduced to the program's goals to educate and increase Canadian consumption of produce from the southern U.S. Myers also prepared samples of Sweet Potato Soup with Cilantro Cream* at the "Eat Your Heart Out" fundraising event for the Heart and Stroke Foundation of Ontario to over 300 influential guests.

Chef Myers has his very own "Chef's Corner" on the new "Go South" web site, www.gosouthproduce.com, where he shares his knowledge and passion for fresh produce with site visitors. The website also has a recipe club for members to receive monthly emails highlighting the Chef's favorite recipes, product information, alerts on upcoming television appearances and a teaser for the next "Produce of the Month".

The development of a "Go South" chef spokesperson adds credibility and exposure to the promotion by using a food authority. An article in Produce Business Magazine (October 2001) states that there is an increased consumer interest in food preparation. The popularity of the Food Network in the United States has encouraged retailers to draw on the expertise of chefs in promoting fresh produce. A similar trend is growing in Canada.

Cookbooks, which are finding their way into grocery stores, are increasing in sales as consumers find recipe ideas and ingredients in one location. Most retailers are incorporating cookbooks, recipe pamphlets and booklets in grocery and produce sections to increase sales of spotlighted commodities. Some, like Longo's Bros. Fruit Markets, have allied themselves with home economists and have produced their own recipes and cookbooks, using them as promotional tools.

The "Go South" team at Faye Clack Marketing & Communications Inc., that developed the concept of the "Go South!" chef, believes that with more media coverage and cooking demonstrations for Chef Myers, consumer brand recognition of "Go South!" will increase, consumers will be more knowledgeable of commodities represented and ultimately, sales will rise. This SUSTA sponsored program has had a tremendous start and a positive reaction from the media retail trade and consumers.

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