Marcus Samuelsson: Marcus Cookware

By JULIETTE ROSSANT Marcus Samuelsson is a one-name chef. He joins the ranks of Emeril, Rachael, Wolfgang, and Mario, without getting a show on the Food Network. His path? Something all these chefs have in common: cookware. Marcus is launching Marcus Cookware. It is cookware with style. Marcus Cookware looks good. It's handsome and elegant... like the chef. It has triple-construction that includes an aluminum core and magnetic stainless steel, suitable for any kind of stove. Marcus has designed his cookware with long handles, gently shaped to fit well in the hand as well as adding stability and staying cool. It is cookware to look good in a kitchen and flatter the home cook who uses them. Remember those ads for cars or clothing: Made in the USA? According to Regal Ware, the Wisconsin-based producer, the most important difference is that Marcus Cookware is made in the USA. That sets it apart from almost all other celebrity chef cookware on sale in the US, brand manager Cherie Boldt told Super Chef. It means it is easier for retailers to get supplies, and there are no lingering doubts about the quality of the materials used in production. This cookware is coming out of Regal Ware's own inspected plants using high-quality metals. The question Regal Ware wants you to ask is: who knows what things end up in other pots and pans on the market? (Remember all those toy and pharmeceutical scares?) The added benefit is that the US-based plant reduces shipping and greenhouse gasses. The 8 and 10-piece sets come with a DVD, in which Marcus cooks Chocolate Pancakes, Beef Stir Fry & Couscous, Shrimp Piri Piri, and Rack of Lamb while extolling the virtues of his cookware. He is speaking to the converted (those who have already bought his cookware). The most useful clip on the DVD is about care and cleaning the pots and pans. For those of us who skip the pamphlets that come with new products, this is an easy way to learn the same thing with a very clear demonstration of what the pots can do and how to clean them best. It isn't easy being a pitchman and cook at the same time. Marcus seems to be trying hard to communicate his love of cooking. He is sometimes stiff and awkward on screen as if he is trying to repeat the lines fed to him rather than come up with his own words. The dishes are fairly simple, so they don't test his skill, though they do show off the pots and pans. It would be fun to see Marcus at work in his own kitchen, chatting with friends while he cooks, rather than cooking for the camera. But, hey, buy the cookware for the quality of the product not for Marcus' performance. Marcus Cookware goes on sale later this spring. Previous articles: Marcus Samuelsson: Starbucks Marcus Samuelsson: BlueStar Tap Project: $1 for UNICEF Marcus Samuelsson Hits Route 66 Marcus Samuelsson Flees Philly [Products & Endorsements - complete] [Chefs & Branding - complete] Technorati Tags: superchefblog, Juliette Rossant, super chef, celebrities, chefs, food, restaurants, cooking, branding, cuisine, blogging, food blogging --> back to Super Chef