Posts tagged #Michel Bras

Full Text of "An Open Letter to the Chefs of Tomorrow" from Lima


Per many requests from our readers, here is the entire “Open Letter to the Chefs of Tomorrow’ signed in Lima, Peru on September 10, 2011 by Ferran Adriá, Yukkio Hattori, Massimo Bottura, Michel Bras, René Redzepi, Gastón Acurio, Alex Atala and Dan Barber at the 2nd Summit of the International Advisory Board of the Basque Culinary Center: 

Dear Chef,

In relation with nature

1. Our work depends on nature’s gifts. As a result we all have a responsibility to know and protect nature, to use our cooking and our voices as a tool for recovering heirloom and endangered varieties and species, and promoting new ones. In this way we can help protect the earth’s biodiversity, as well as preserve and create flavours and to elaborate culinary methods.

2. Over the course of thousands of years, the dialogue between humans and nature has created agriculture. We are all, in other words, part of an ecological system. To ensure that this ecology is as healthy as possible, let’s encourage and practice sustainable production in the field and in the kitchen. In this way, we can create authentic flavour.

In relation with society

3. As chefs, we are the product of our culture. Each of us is heir to a legacy of flavours, dining customs and cooking techniques. Yet we don’t have to be passive. Through our cooking, our ethics, and our aesthetics, we can contribute to the culture and identity of a people, a region, a country. We can also serve as an important bridge with other cultures.

4. We practice a profession that has the power to affect the socio-economic development of others. We can have a significant economic impact by encouraging the exportation of our own culinary culture and fomenting others’ interest in it. At the same time, by collaborating with local producers and employing fair economic practices, we can generate sustainable local wealth and financially strengthen our communities.


In relation with knowledge

5. Although a primary goal of our profession is to provide happiness and stir emotions, through our own work and by working with experts in the fields of health and education, we have a unique opportunity to transmit our knowledge to members of the public, helping them, for example, to acquire good cooking habits, and to learn to make healthy choices about the foods they eat.

6. Through our profession, we have the opportunity to generate new knowledge, whether it be something so simple as the development of a recipe or as complicated as an in-depth research project. And just as we have each benefited from the teaching of others, we have a responsibility, in turn, to share our learning.

In relation with values

7. We live in a time in which cooking can be a beautiful form of self-expression. Cooking today is a field in constant evolution that includes many different disciplines. For that reason, it’s important to carry out our quests and fulfill our dreams with authenticity, humility, and above all, passion. Ultimately, we are each guided by our own ethics and values.

Post Note, September 23, 2011: From the writers of Your Culinary World: Bravo! Bravo! Bravo!

Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2011

Complete Story Matters When It Comes to Success in the Hospitality Industry

Today’s customer requires far more than a dated features-and-benefits approach when it comes to securing their repeat loyalty.

We now live in a world of transparency where a depth of tradition matters as much as contemporary innovation. Indeed, one empowers the other, blending the strengthening heritage of the past with the thrill of the new.

Successful chefs, such as Guy Savoy, are well aware of the motivating power of an enriched story. Indeed, they take this expanded legacy of service and style with them as travel. As a result, today the hospitality industry reaches far beyond the kitchen into the everyday experience of diners.

British Airways has also embraced the value of the enhanced story in their new marketing campaign. It provides an excellent sample of blending the past with the present while looking to the better future.

Today’s leading chefs increasing use this model to expand their success while they embrace the growing professional responsibly of their enhanced visibility as expressed at the 2nd Summit of the International Advisory Board of the Basque Culinary Center hosted in Lima, Peru this year.

 Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2011