Cutting Edge Interactive Salt101.com Microsite Launches Today

MINNEAPOLIS, Nov. 18 /PRNewswire/ -- Alton Brown knows a lot about salt. And, today, he brings salt -- one of the oldest and most prized ingredients known to man -- to life. Brown is the star lecturer on Salt101.com, a new, innovative and highly interactive microsite, launching today as part of an integrated "Salt 101" campaign by Cargill, maker of Diamond Crystal® kosher and sea salts.

(Photo: http://www.newscom.com/cgi-bin/prnh/20091118/CG13641)

Salt101.com -- more formally known as Brown's "Salt Education and Experimentation Center for the Betterment of Flavor Enhancement" -- is a reservoir of witty instruction and culinary advice for food lovers. A highly regarded chef, television personality and author, Brown is a longtime kosher and sea salt enthusiast. Through Salt101.com, Brown explains to viewers the science and benefits of cooking with his favorite salts. With his trademark enthusiasm, he gives fast-paced salt lessons and offers interactive activities.

"Salt is the world's greatest compound to grace our palates," Brown said. "A lot of cooks think they know a thing or two about salt. But when you explore Salt101.com, be prepared to have your mind and taste buds blown. Salt has purpose. It has historical significance. And, it is just plain fun to talk about."

Cargill created Salt101.com for home-cooking enthusiasts and professional chefs, according to Kari Goldsmith, marketing manager. "Salt is a very common ingredient that leads to exceptional results in the kitchen, when used correctly. There's a lot to learn -- and no one tells the story better than Alton Brown. We're excited for him to share his expertise about Diamond Crystal® salts with a broader audience of cooks so they can apply his knowledge in their own kitchens," Goldsmith said.

About Salt101.com

Salt101.com features two stimulating educational areas: "The Kitchen" and "The Laboratory." The tone of the microsite is fun and informative, and it has been created so visitors feel like they are taking a one-on-one lesson from Brown. An educator at heart, Brown provides a timeless performance that allows viewers a unique sense of interaction -- breaking new ground in the category by inviting users into the kitchen and lab with him.

Lessons in the Kitchen with Alton Brown

• The Proper Pinch: Brown teaches users the way trained chefs grasp kosher salt and crush it between their fingers to precisely season foods. An interactive game allows users to give virtual pinching a try.
• The Art of Seasoning with Kosher Salt: Brown instructs users to season with salt throughout the cooking process to smartly add flavor, release moisture and improve the texture of various foods.
• Finishing Touches with Sea Salt: Brown shares culinary insight about why sea salt is the ideal final ingredient to add to a dish before serving.
  

Lessons in the Lab with Alton Brown

• What is Salt? Brown explains exactly why and how sodium and chloride come together to form salt, and the amazing effect it has on the tongue.
• The Power of the Pyramid: Brown illuminates the benefits provided to cooking enthusiasts by the extensive surface area of Diamond Crystal® kosher salt crystals, which start as hollow pyramids that break apart to become multifaceted crystals. An interactive game gives users an opportunity to have some virtual fun by breaking apart a large pyramid.
• Ancient Grains: Brown uses humor to describe the natural process for extracting salt from sea water to get pure, clean, natural sea salt.
• Stickability: Brown demonstrates the importance of Diamond Crystal® kosher salt's stickiness when it comes to sprinkling it on food. An interactive game invites users to hit the mark with salt.
  

Outside of the kitchen and the laboratory, Brown sprinkles historical facts and salt-related tips throughout to keep users entertained and coming back for more. "There are tons of seasonings out there, but when I am cooking, the most important for me are Diamond Crystal® brand salts," Brown added.

Salt 101 students will feel the same energy, excitement and enjoyment from Brown as if they were seeing him in person or watching him on television. Users can share information about the site with friends via Facebook, Twitter, digg, del.ic.ious and MySpace.

Salt 101 Campaign

Salt101.com is the content destination portal for the Diamond Crystal® salt education campaign, which also includes magazine advertising, online advertising, public television underwriting, public relations and trade show events. The agency behind the Salt 101 campaign is Minneapolis-based Carmichael Lynch advertising and Carmichael Lynch Spong public relations.

Brown is indeed a chef worth his salt. In addition to writing and producing entertaining and educational television shows, Brown is a Peabody Award winner and a New York Times best-selling author. His first book, "I'm Just Here for the Food" (Stewart, Tabori & Chang), won him the 2002 James Beard Foundation Award for Best Cookbook in the Reference category, and was one of the year's best-selling cookbooks. His latest book, "Good Eats - The Early Years" (Stewart, Tabori & Chang), was released in October 2009.

Diamond Crystal® Salt

For generations, Diamond Crystal® salt has been the gourmet choice, bringing out the true flavor of fresh food. The extensive line of products includes Diamond Crystal® kosher salt, a coarse salt renowned among chefs for its exceptional texture, blendability, stickability and pure flavor. And from the sparkling shores of the Pacific comes Diamond Crystal® sea salt, the all-natural sea salt. Diamond Crystal® kosher salt, sea salt and other popular consumer and foodservice products are available at select grocers nationwide, or by calling (888) 385-SALT. For more information, visit us on the Web at www.Salt101.com or www.DiamondCrystalSalt.com.

Diamond Crystal® is a registered trademark of Cargill, Incorporated.

    For more information:
    Jessica Tolliver
    Carmichael Lynch Spong
    (212) 414-7124
    Jessica.Tolliver@clynch.com

SOURCE Cargill, Incorporated

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RELATED LINKS
http://www.Salt101.com
http://www.DiamondCrystalSalt.com