Top Chef's Tom Colicchio Courts Sara Lee

By JULIETTE ROSSANT Is Sara going out with Tom? Apparently... -- their first date was November 3, 2007. Tom Colicchio has teamed up with mass-market food producer Sara Lee to offer consumers tips on making better sandwiches in conjunction with Nation Sandwich Day, Nov. 3, 2007. Tom's advice includes three main points: Start with the best ingredient Eating healthy doesn’t mean bland Think BIG flavor That is fairly general advice that any chef or cook could give a novice sandwich maker, but in its press release has more to quote from Tom: Premium ingredients are the cornerstone of my cooking and the key to success at my restaurants. I always stress the importance of using fresh ingredients in preparing any meal, whether formal or more casual, including sandwiches. This approach applies to home cooks, as well as professional chefs. With the range of Sara Lee products, great-quality meats, cheeses, breads and condiments are at your fingertips to help you create a delicious and quick meal with just a few added ingredients. Is it safe to assume, however, that Tom has no plans to use Sara Lee ham, provolone, or bologna in his 'wichcraft sandwiches, or store-bought, packaged, Sara Lee breads -- instead of numerous artisanal meats, cheeses, and breads to choose from? Tom's PR spokesperson told Super Chef, "'wichcraft does not use any Sara Lee products in any of their stores." Now, Tyler Florence has hawked the Philips Senseo with Douwe Egberts (a Sara Lee brand of coffee). And Hillshire Farms -- another Sara Lee brand -- works with Emeril Lagasse on his meats line. So, will Tom get a label or two his of own? "Top Chef Tongue"? "Colicchio Bangers"? "Tom's Turkey Breast"? Or will Sara Lee actually produce really great prosciutto and turkey that will actually meet Tom's standards? The company is selling a new line of Gourmet Selections, an ultra-premium line of deli meat that is also U.S.D.A.-certified all natural. Will we see Gourmet Top Chef Selections? Meat and Deli Retailer quotes Sara Lee's Derek Bowen, director of Sara Lee Deli: With this increasingly discerning consumer segment, our powerful branding and ultra-premium product construction completes the high-end offering by delivering a natural, handcrafted, fresh-off-the-farm appearance. Looks like Sara Lee turned out in her party best for Tom... (Looks like Tom's date was not "Sara Lee" but "Ms. Jack Sprat": check her out above -- or at a URL at the corporate-sponsored "The Joy of Eating" website.) Previous articles: Tom Colicchio: Top Chef 2 Top Chef 2: Already Casting Top Chef: Tom Colicchio Fast Company: Tom Colicchio's Dream Job Tom Colicchio: a-Kickin' and a-Copin' [Chefs & Branding - complete] Technorati Tags: superchefblog, Juliette Rossant, super chef, celebrities, chefs, food, restaurants, cooking, branding, cuisine, blogging, food blogging --> back to Super Chef