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Hy-Vee Partners With Curtis Stone

Last updated on August 16th, 2012 at 12:04 pm

The Shelby Report of the MidwestIowa-based Hy-Vee has teamed with celebrity chef Curtis Stone to develop a series of recipes designed to bring families together for meals that are easy, affordable and fun.

Stone, a native of Australian trained in London, is the host of Top Chef Masters on Bravo and appears as an investor/mentor on NBC’s “America’s Next Great Restaurant.”

Under the exclusive agreement with Hy-Vee, he will be featured in the company’s TV commercials, print ads and in-store promotional materials over the next two years, said Randy Edeker, president and COO of Hy-Vee Inc.

“Hy-Vee’s partnership with Curtis Stone came about because we share the same passion for making mealtime a celebration of food, family and fun,” Edeker added.

Stone said he’s looking forward to working with Hy-Vee to put the fun back into cooking at home. His recipes for Hy-Vee will emphasize fresh, high-quality, seasonal ingredients and ease of preparation. New recipes will appear each month in the company’s print ads, on its website and in stores. Television commercials will feature Stone shopping for ingredients in Hy-Vee stores and helping customers cook and serve the featured dishes at home. The initial series of TV commercials starring Stone will debut in early May with the first recipes in the series focusing on recipes for summertime grilling and casual entertaining.

Edeker added Hy-Vee’s ultimate goal for the campaign is to promote the importance of the family table—the place families and friends gather at home to relax, reconnect and enjoy nutritious, affordable meals. For more information, visit www.hy-vee.com.

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