Hy-Vee Partners With Curtis Stone to Celebrate "Food, Family, Fun"

The Australian chef and TV personality will develop recipes and star in ads for the Midwest supermarket chain

Apr 07, 2011, 17:20 ET from Hy-Vee, Inc.

WEST DES MOINES, Iowa, April 7, 2011 /PRNewswire/ -- 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.

(Photo: http://photos.prnewswire.com/prnh/20110407/CG79614)

Stone, a native of Australia classically 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 prominently featured in the company's TV commercials, print ads and in-store promotional materials over the next two years, said Randy Edeker, president and chief operating officer of Hy-Vee, Inc.

Edeker said Hy-Vee contacted Stone after hearing him describe his philosophy when it comes to cooking and eating – a philosophy that mirrors Hy-Vee's mission of making lives easier, healthier and happier.

"We are excited to be teaming with one of world's most popular chefs to help our customers prepare and serve fresh, wholesome meals for their families," Edeker said. "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."

Stone said he's looking forward to working with Hy-Vee to put the fun back into cooking at home.

"For a lot of people, putting together a great meal is the opposite of relaxing, but it doesn't have to be that way," he said. "With the right ingredients, the right tools and the right tips, everyone can make healthy, affordable meals their families will love. The recipes I'm developing for Hy-Vee are easy to prepare and serve, leaving families with more time to linger around the table and enjoy each other's company. That's important to me, and it's important to Hy-Vee."

Stone's talent for developing delicious recipes and his winning personality have made him one of television's most sought-after celebrity chefs. In addition to his starring roles on two current shows, he has hosted TLC's top-rated Take Home Chef and appeared as a contestant on Celebrity Apprentice. He's also the author of several books, including Relaxed Cooking with Curtis Stone, and is a regular guest on NBC's Today and The Biggest Loser.

Stone's 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.

Hy-Vee is in the process of shooting the initial series of TV commercials starring Stone, which will debut in early May. The first recipes in the series focus on the "Food, Family, Fun" theme, featuring ideas for summertime grilling and casual entertaining.

Edeker said 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.

"Research shows, without a doubt, that when families eat meals together, the positive effects ripple through society," Edeker said. "Relationships improve, children do better in school, and people make healthier food choices. We believe our collaboration with Curtis Stone can be a catalyst to make that happen in communities throughout the Midwest."

Hy-Vee, Inc. is an employee-owned corporation operating 232 retail stores in eight Midwestern states. In 2010 the company recorded total sales of $6.9 billion, ranking it among the top 25 supermarket chains and the top 50 private companies in the United States. Hy-Vee's 57,000 employee-owners carry out the company's mission of making lives easier, healthier and happier. For more information, visit the website at www.hy-vee.com

SOURCE Hy-Vee, Inc.