Cheesemonger Invitational Descends on NYC
The Cheesemonger Invitational will hold its annual cheese party-meets-competition in New York City on June 25 at BK Steel, 319 Frost St. For those who love cheese, and the people who bring you the cheese, this event features table after table of the world’s finest cheese from France, Italy, Switzerland, Holland, Spain, Belgium, Sweden, England, Germany, California, Wisconsin, Vermont and New York. Literally tons of cheese. Rarely can anyone sample so many cheeses from so many places at the same time.
But it is not just an all you can eat stuff your face with cheese extravaganza. Thirty-eight cheesemongers representing cheese shops from 30 cities will participate in a private competition that kicks off in the early morning when the cheesemongers run through a decathalon of professional skills:
1. A written test focused on the science of cheese
2. A blind taste test to identify various cheeses
3. An aroma test of both common and unique scents
4. A cutting test to cut a perfect quarter pound of cheese
5. A wrapping test to wrap a perfect quarter pound in cheese paper
6. A wrapping test to wrap a half wheel in plastic wrap
7. A salesmanship test at a mock cheese counter while helping a customer
8. A perfect beverage pairing with cheese
9. A perfect plate where they create a composed cheese plate
10. A perfect bite featuring an amuse bouche of cheese
Doors open at 3 p.m. while the mongers are finishing the preparation of their “Perfect Bite” of cheese, which the guests get to eat. At 5:30 p.m., one of the largest wheels of cheese ever seen is rolled out and ceremoniously cut. At 6 p.m., the finalists compete through the final rounds of the competition, which will include: speed cut, speed wrap, perfect cut, perfect wrap, cheese trivia and answer their least favorite question, “What is your favorite cheese?”
“We are so excited to return to Brooklyn to showcase our country’s best cheesemongers,” says event founder Adam Moskowitz. “Cheesemongers are legendairy. They save the milky way on the daily and deserve to be celebrated. This sounds crazy but when a cheesemonger cuts a perfect quarter pound of cheese on stage the room erupts in cheers as if the national women’s soccer team just scored a game winning goal. Yup, we made cheesemongering a sport.”
Winners will receive a cash prize, a trip to visit cheesemakers in Wisconsin, Vermont or Europe plus much more. In addition to the competition, the competing cheesemongers enjoy multiple days of private guided tasting educational workshops provided by the generous hosts of the event. A full list of this year’s hosts can be found online, including Maker to Monger, Le Gruyere AOP, Neals Yard Dairy, Cellars of Jasper Hill, Vermont Creamery, Dairy Farmers of Wisconsin and The California Milk Advisory Board.
Tickets are available at www.cheesemongerinvitational.com.
The event was created by industry veteran Moskowitz to honor and inspire cheesemongers. The mongers are spotlighted in a unique competition that showcases their technical skills, encyclopedic knowledge, and passionate salesmanship. They are given the opportunity to participate in educational workshops led by the best cheesemakers in the world and then we throw one hell of a party to celebrate the finalists, watch them compete on stage, and crown one as the best cheesemonger in the country.
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Rainbow Cone, Gino’s East Team Up for Magnificent Mile
The Original Rainbow Cone, a Chicago tradition for over 95 years, has formed a partnership with Gino’s East, a legendary name in deep-dish pizza. This collaboration will bring together two of the city’s oldest and most iconic restaurants, creating a culinary destination like no other. The Original Rainbow Cone will be adding a kiosk to the Gino’s East Superior Street location (162 E Superior St, Chicago, IL 60611), aptly named Magnificent Mile, offering locals and tourists a taste of both sweet and savory delights.
Scheduled to open its doors on June 29, Magnificent Mile will mark the first-ever dual-brand collaboration between Rainbow Cone and Gino’s East. This innovative concept aims to provide visitors with an unforgettable experience, showcasing the rich history and flavors of both establishments.
Rainbow Cone, known for its signature ice cream cones featuring five distinct flavors (chocolate, strawberry, Palmer House, pistachio, and orange sherbet), has been a cherished staple in Chicago since 1926. Their commitment to quality ingredients and delightful combinations has made them a go-to destination for families, food enthusiasts, and anyone seeking a memorable treat.
On the other hand, Gino’s East has been dishing out its mouth watering deep-dish pizza since 1966. With its buttery crust, gooey cheese, and hearty toppings, Gino’s East has become synonymous with authentic Chicago-style pizza, captivating the taste buds of pizza lovers far and wide.
“The collaboration between The Original Rainbow Cone and Gino’s East represents a true celebration of Chicago’s culinary heritage,” says Jordan Himmel, chief innovation officer of Bravo Restaurants. “By combining these two iconic brands, we aim to create a one-of-a-kind destination where people can indulge in the best of both worlds. It’s a tribute to the city’s diverse food culture and a testament to the enduring legacies of Rainbow Cone and Gino’s East.”
Magnificent Mile, the name chosen for the Rainbow Cone kiosk, pays homage to its prestigious location on Superior Street, in the heart of Chicago’s renowned Magnificent Mile district. This bustling area attracts millions of visitors each year, offering a vibrant blend of shopping, dining, and cultural experiences. Now, with the addition of Rainbow Cone, tourists and locals alike will have the chance to savor the finest pizza and ice cream Chicago has to offer, all in one place. Please note that kiosk hours may differ depending on the day of the week. The most current hours can be found at https://rainbowcone.com/locations/.
The Original Rainbow Cone and Gino’s East invite everyone to join them in celebrating the opening of Magnificent Mile on June 29. It promises to be an occasion filled with delectable treats, friendly faces, and a true appreciation for the culinary heritage of the Windy City.
The Original Rainbow Cone serves ice cream featuring extraordinary flavors and textures, including the world-famous 5-flavor Rainbow Cone’, shakes, ice cream cakes & sandwiches, mini donuts, and memories dedicated to last forever. After opening in 1926, the Rainbow Cone’ received its fame and quickly became the most unique ice cream cone anyone has ever seen.
As Rainbow Cone works to expand locations and showcase its new adventures the company is excited to share their love for Rainbow Cone’s signature sliced cone with even more communities. The Original Rainbow Cone is also available for nationwide shipping via Goldbelly.
With nine permanent locations scattered across Illinois, one location in Indiana and more locations coming soon to Tennessee and Florida, Rainbow Cone is on a mission to sweeten new markets nationwide. For more information about Rainbow Cone’s franchise program, visit https://rainbowconefranchise.com or follow the rainbow on Instagram, Facebook, and Twitter.
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Impossible Launches ‘Making Meat History’ Ads
Impossible Foods is gearing up for summer with the launch of two new national advertising campaigns designed to introduce consumers across the country to the plant-based meat category as well as Impossible’s brand and products.
Premiering June 11 during the 76th Annual Tony Awards broadcast, Impossible’s “Making Meat History” campaign is a rollicking 90-second musical advertisement. It explores the history of meat through the ages and up to the present day, when the musical’s “historian” narrator introduces meat from a new animal called “the plant.” Impossible created the ad to familiarize consumers with the concept of plant-based meat and its benefits in a lighthearted, entertaining and memorable way.
The second campaign, “The Summer of Impossible,” serves to stake the company’s claim as a maker of meat for meat-lovers that just happens to be made from plants. It highlights the many benefits of Impossible products through a series of shorter, product-focused vignettes featuring quippy dialogues between an Impossible™ Burger and a burger made with animal meat. Impossible will continue to introduce new vignettes throughout the summer to keep the campaign fresh and entice consumers to put Impossible on their shopping list all season long.
“We need to welcome consumers into the plant-based space and give them a reason to choose Impossible,” said Leslie Sims, Chief Marketing & Creative Officer of Impossible Foods. “These campaigns are lighthearted and approachable by design to make the choice between our products and animal meat feel less intimidating. We want consumers to know they don’t have to give up the meat they love. Impossible products are meat – just made from plants – so they’re still delicious and have a ton of other benefits.”
Both campaigns were developed in partnership with SUPER SERIOUS, the newly established creative studio led by celebrated actor and television host Terry Crews and his co-founders Matthew O’Rourke and Paul Sutton. The studio, which embodies the mantra “everything is entertainment,” has adopted an agile and iterative approach to creative development and plans to produce work for television, feature films, commercials and everything in between. SUPER SERIOUS immediately saw Impossible Foods as the right client to launch its business, as the founding trio shares a genuine affinity for Impossible’s purpose and products.
And to direct the musical spot, SUPER SERIOUS signed on the acclaimed Emmy-winning film and music video director, Jake Scott.
The summer marketing effort adopts a more inclusive and accessible tone for the brand, seeking to transcend vegan and vegetarian audiences to reach as many flexitarian and meat-eating consumers as possible. Impossible Foods has not historically invested in sustained traditional advertising, instead leaning on high-profile partnerships, earned media and word-of-mouth to increase brand awareness. Now, under the new leadership of Sims, the company is ramping up its marketing engine to drive trial and invite new consumers to make this summer “The Summer of Impossible.”
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