Peter DeYoung, an advertising and marketing veteran, is setting some big goals for his Fresno-based company, Culinary Competitions International. The marketing firm is making a major push this year to connect with agricultural commodity boards to help them expand their domestic and international sales.
DeYoung also hopes to partner with a major food network to broadcast a show the company produced called Global Bites, featuring chef Fabio Viviani.
“We realize there is a growing need for someone to work with these commodity boards to help them increase exports and brand awareness,” DeYoung said.
DeYoung, who has worked with the California Fig Advisory Board to organize its annual Fig Fest, said food festivals and culinary competitions are effective ways to get consumers interested in specific foods. But the nine-employee company is also branching out and working with companies overseas. It is currently helping growers in Peru and Colombia to import new products, including golden berries, a nutritionally dense fruit that resembles a golden raisin, and yellow hot peppers.
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“Everyone wants to be on the forefront of something new and innovative,” said Marissa McPhail, CCI’s international marketing director. “And we are here to help get our clients’ products to consumers.”
As part of CCI’s marketing strategies, the company’s Global Bites show will explore specific agricultural growing regions, a farmer and Viviani, a celebrity chef and cookbook author. Viviani will take the farmer, the product, and travel to another part of the globe where the farmer will discover a new culture and new cooking techniques for his commodity.
“This is a brand new thing for us and it is pretty exciting,” DeYoung said.