CHEF INVITE 2012 // COCHON 555

CHEF DETAILS |

2012

COCHON 555 10 CITY US TOUR

*COCHON 555 is a Taste Network production. All rights reserved.

COCHON

555

WHAT IS COCHON 555?

WHAT / 10 REGIONAL CULINARY COMPETITIONS WITH 50 CHEFS WHEN / STARTING JANUARY 15th, ENDING MAY 20th WHO / 450 + PEOPLE PER EVENT WHY / SUPPORT LOCAL FARMS RAISING HERITAGE BREEDS 2011 IMPRESSIONS / OVER 40 MILLION COCHON 555 is a one-of-a-kind traveling culinary competition and tasting event – five chefs, five pigs, five winemakers –to promote sustainable farming of heritage breed pigs. Going on its fourth year, each stop along the ten-city tour unites local farmers, renowned chefs, prominent winemakers, established restaurateurs and the pork-loving public.

COCHON 555 culinary competition culminates with GRAND COCHON at the 30th annual FOOD & WINE Classic in Aspen. The national culinary competition closes when we crown the "King or Queen of Porc".

The COCHON chef community is active in promoting heritage agriculture.

The epicurean audience at every COCHON event enjoys a direct link to the sources, a chance to learn from food experts. It’s a movable feast and pastoral classroom in one –with exceptional wines and spirits.

CORE DEMOGRAPHIC /

The tour has worked directly with over 2000 well-known chefs, restaurant owners and operators in the past three years. Each year, the tour introduces 150+ high profile winemakers to master sommeliers and buyers while 600+ niche farmers, small business owners, notable media and food artisans mingle with target customers (32-65 yrs) who are affluent, influential, and educated. Over 80% of our attendees are earning $90K+ annual household incomes and enjoy premium culinary experiences regularly.

2012

COCHON

555

FORMAT // THE BIG FOUR COCHON 555 formally invites you to participate in the 2012 tour celebrating heritage breeds and local farms.

The tour reaches a national audience with one conversation about heritage breed pigs in a stand-up reception where guests walk from station to station sampling tastes from chefs. In a competition like no other, five chefs are challenged to use a whole pig to wine votes from an affluent audience of flavor determined epicureans, media, noteworthy judges and trade.

COCHON consists of four major components:

THE BIG FOUR /

• THE PIG, THE TEAM, THE COMPETITION, THE RULES

THE PIG /

• We source and pay for [1] heritage breed pig at 200 lbs hanging • We deliver the pig up to one week before event at your desired location

THE COMPETITION /

• 5 chefs prepare 5 pigs in this friendly competition, always on a Sunday • Utilization is scored by the judges, consumers vote on the "bite of the day" • One chef wins the event and advances to the finale, Grand Cochon in Aspen

THE TEAM /

• Six [6] people per station including the principle chef • Teams can request up to two [2] Culinary Volunteers

THE RULES /

• Six [6] dishes maximum served to judges and consumers • The menu must be prepared and plated from the station during the event • Cochon will work with you on existing equipment at venues, if you need something specific (convection oven, hot box) not part of the venue then you are responsible for it.

2012

A SAMPLE FLOORPLAN

CHEF STATIONS / WARES

8x18

8x18 8x30

8x30

8x30

CHEF 3 CHEF 2

CHEF 4

8x30

8x18

8x30

Please bring all food ready to serve. There is limited access to on-site kitchen facilities, upon advanced request only.

8x30

8x18 8x18

8x30 8x30

8x18

8x18

8x30

6x18

6x18

WINE ISLAND

6x18

6x18

CHEF 1

CHEF 5 8x30

8x30

8x18

8x30

8x18

6x18

6x18

8x18

8x30

8x30

8x18

8x18

x x

8x30

BALLOT

R

HE

TC

BU 8x30

CO 0 3 6x 8x30

N

18

8x

IO

IT

ET

MP

18

8x

LAYOUT

Stations are set with the following:

7" FIBER PLATE - QTY 700

11.5 OZ BOWL - QTY 200

4 OZ SOUFFLÉ - QTY 400

· [3] Three 6’ x 30” serving table w. linen · [2] Two 6’ x 18” back prep table w. linen · [1] One Trash Can · All necessary biodegradable

COCHON

555

2012 RULES & WINNER PURSE SUPPLEMENTS /

• CHEFS PROVIDE NON-PIG INGREDIENTS AT THEIR COSTS • ANY EQUIPMENT NEEDS OUTSIDE OF EXISTING VENUE INVENTORY IS THE RESPONSIBILITY OF THE CHEF (I can’t afford to rent ovens for five teams)

MISSING PIG PARTS /

• MISSING FAT OR BLOOD CAN BE REIMBURSED

TASTING PORTIONS /

• 1-3 BITE TASTING PORTIONS CREATE ZERO WASTE, MORE VOTES & FLOW

PROMOTE EVEN IF SOLD-OUT /

• PROMOTING CREATES GOODWILL FOR PIGS, FARMS & THE CAUSE

THE PIG /

• SKIN-ON, HEAD-ON, TOES, OFFAL, DELIVERED

MENUS /

• 30 PRINTED MENUS DUE UPON ARRIVAL FOR JUDGES STATION

WINNERS PURSE / COCHON 555 winner will be crowned the “Prince/Princess of Porc” and will be invited to participate in Grand Cochon to compete with other winners from across the country. Grand Cochon will be held on June 17th at the 2011 Food & Wine Classic in Aspen.

WINNER OF GRAND COCHON will be crowned the “King or Queen of Porc” for 2012 and will be invited to a guest chef weekend at Blackberry Farm in 2013.

2012

COCHON

555

JUDGING // HOW IT WORKS JUDGING DETAILS / • Five highboys are placed in front of each station, set for four people each • Chefs present judges each one PLATE from their station before guests arrive • You will have a three minutes to walk the judges through your dishes

JUDGING TIMELINE / • JUDGES VOTE: 3:00pm - 4:40pm • CONSUMERS VOTE: 4:00pm - 6:30pm • WINNER ANNOUNCED: 7:30pm

HOW IT WORKS? / The Judges arrive and following a short meeting to discuss the guidelines, we send the first chef a 15 minute warning. The judges enter the main floor and move swiftly, in-order around the room spending 10 minutes at each of the five chef stations. Chefs will get a microphone to describe the dishes to the judges whilte they eat.

The judges are followed by pig farmers wanting meet your team and sample the dishes. Farmers do not vote, they simply taste as normal guests.

Three of the five chef teams will be finished with the JUDGING portion when VIP doors opens are 4pm. The selection of the first three chefs is based on your approximate portion count of all dishes prepared. Typically, 400 of each dish is a good measure and we will ask you a couple days before the event. Upon the fifth chef’s presentation closing remarks, we open the doors to the General Admission.

2012

OUTSIDE THE LINES

TIPS & TRICKS

WHEN BUILDING YOUR STATION AND DEVELOPING YOUR SERVICE STYLE WITH YOUR TEAM FOR THE EVENT, KEEP THESE POINTS IN MIND. Decorate your serving table in a manner that reflects the style of your restaurant. Feel free to bring collateral, menus and any self-promoting materials.

There will be lines, counter the lines with passing food to the guests. You will need to have someone dedicated to watching the line, once it builds, send food to them. It equals votes and happy people in line.

Imagine being in line and having a friend run over and serve you a little sample while you wait.

Wineries are asked to pour wine to those waiting.

When building plates for the guests, please marry items together. One dumpling per 7inch round plate is not effective. For example, marry hot and colds together, have team room temp and team hot doing separate plates.

Talk to the chef next to you, make sure you are not pointing lines into each other. Set up decorations to help steer the guest in the direction.

Don't use fry daddies at your station as they cause horrible lines. the little baskets cant handle the pressure and they will put your team in the shits. If you need one, talk with Michael and we can find a way to help run food, students are good for sending out batches.

We can give you a student to prep in the beginning of the event, during the event, use them to pass food to your line if you dont need them in your station. Make sure they are talking up your food and getting you votes.

Promote menu items with creative signage and verbal communication as this cuts down on questions. Ask talkative guests to come back and hang out after the competition is over, explain this is just as busy at a Saturday night on the line and you would love to talk with them when the votes are being counted, at that point, we will have family meal and a whole hour before awards.

ALL-IN We provide the basics, you should bring it! · Decor, use signage to explain food · Meet people in line · Read the success stories from 2011 · No-Go on the Fry-Daddy’s

FAQ’S

WE GOT SOME ANSWERS

Q: HOW MANY ITEMS SHOULD I COOK AND HOW MANY OF EACH?

A: We recommend, since the consumer vote is based on best bite of the day, to think about creating at least 150-200 units of one item. This would be your most flavorful item. You need to serve the whole pig. All the dishes can be served at your will to the consumer in waves (50 of one thing, 100 of this, 200 of that, 35 of latter), OR you can serve all at once, ultimately its up to you.

Q: CAN I SUPPLEMENT INGREDIENTS?

A: Yes, for example you can make a salad, use roots, vegetables, farro, or you can use a shrimp accent, but your pig needs to be the dominant protein of the dish. We suggest supplementing 25-40 lbs of garnish in either broth, starch or produce. If your animal is missing toes or a tail, you can buy the appropriate replacement(s). If you want blood or intestines and we cannot arrange according to state and/or processing laws, you may supplement.

Q: HOW DO I PLATE FOR THE JUDGES?

A: There are 20 judges walking to your station. You will have anequate warning to be prepared.

When they arrive, you high-boys are set with 20 completed plates, you have the microphone in hand, you start talking. Each judge ballot covers three categories (presentation, utilization, overall flavor) each with a 1-5 point scale (5 being the highest).

Q: HOW BIG IS A TASTE?

A: 1-3 bites suggested. Just consider portion control for stretching for the final votes.

Q: WHAT HAPPENS WHEN I RUN OUT OF FOOD?

A: This will happen and we hope it to happen, just not in the first 60 minutes (guests will notice).

Please watch your portions for the first 30 minutes and pace for the remaining 60 minutes. The ideal station has light nibbles in play at 6:30pm.

ONLY SIX

Q: ARE MIXED CHARCUTERIE ITEMS ALL CONSIDERED ONE ITEM?

Judges can only eat so much...

Answer: Yes but they will need to be grouped as one item on th menu and you will need to provide the time it took to prepare each item for example: Nduja (3day cure) Mortadella (2 day smoke), Testa (7 days) etc...

· Beverages are considered an item · Don’t serve large portions · Judges count off for wasted food · Keep the pig as the main feature

SUCCESS STORIES

GOOD OLD IDEAS AT WORK

DUSKIE ESTES & JOHN STEWART / zazu restaurant + far m

People heard about something tasty going down. Before you knew it, the line was growing and Duskie planned her attack. She started running waffles to everyone in line, stuffing, throwing, lobbing them in people's faces. No one knew who was next, a little old lady was shaking in anticipation. The approach set a new level for guest interaction and got votes headed their way for sure. They won Grand Cochon in 2011.

JOHN SUNDSTROM / Lark, Two-T ime Winner

John designed two teams. Each team pushed out items from each corner of the table. If one team become slow, they would grab plates, stack them on trays and run into the middle of the floor, talking to the crowds, building personal interaction while saying, "vote for me". John also believes in the approach of 3-4 items only. Focus on making the best you can rather than stretching yourself out.

MATT JENNINGS / Far mstead, Three-T ime Winner

Matt created a six-man team, running a pork-machine assembly line. Matt bought his own plates to use for the consumer and fit everything on one plate. His wife / partner started the line, placing 10 plates up. She would drop the foundation components and ran a paintbrush across it before passing it off. The next in line positioned the cold items, the next guy dropped the hot items, followed by a guy dropping the produce elements and greens. The second to last torched ala minute and finally chef expedited with quick squirt and a wallop of "chicharonne poprocks" while handing the plate to the guest.

SCOTT DREWNO / The Source

First thing, Scott was the first on the scene. He was there early getting his station set up and then his team helped other chefs load-in. When the event started, Scott was positioned on the outside of his station expediting to the guests. Everyone that was given a plate was able to talk to chef and he made sure everyone knew what they were eating.

When items ran low and started to 86, Scott directed his team VERBALLY, shouting out dishes in front of the guests, his team in high spirits, replied with fun and enthusiatic tones and this made the guests enjoy the table presence even more. Scott also had menus printed so he did not spend all his time explaining every little detail of the dish.

CHAD COLBY / Mozza

Chad worked with one other person on the front, service tables which were covered in platters. His staff occupied the back tables, staging and fillling platters. He had three platters in reserve at all times. I also like how Chad planned 90% of his menu items to be served room temp which eliminated the challenge to keep things warm / hot.

IDEAS? If you have questions before confirming, feel free to contact Brady... · Not sure it will work, please ask me · We want everyone to succeed · I work so your team can enjoy it · Again, don’t hesitage, just ask me

YOUR EVENT CONTACTS BRADY LOWE FOUNDER

CHEF LEAD / EQUIPMENT & MEDIA LEAD eml brady@tastenetwork.com cell 404-849-3569

MICHAEL SULLIVAN

FARM SOURCING eml thereverend@cochon555.com work 865-273-8599 (best number during 9-5pm M-F) cell 865-640-5092 (after 5pm M-F // 9-8pm on Weekends) MORE TIPS & TRICKS / Stand up reception. Plan on 400+ eating and portion control for the first 45 minutes, stretching you bites to last at least 90 minutes. Use grains, lentils, farro, salad, pasta, broth, etc to extend the pig. You will run out of food, stretch out the food increases the chance for votes.

A complete event record and promotional kit will follow...

ON THE MENU

WHAT’S NEXT?

45 days out - Conference Call 45 days out - PR Contact Due 35 days out - Bio / Headshot A N N O UN CIN G H ERITA G E BBQ 25 days out - Pig Announced IN M EM P H IS 10 days out - Forms all due 5-7 days out - Pig Delivery 3-4 days out - Approx menu counts due Event Day - Bring 30 menus printed with you

COCHON

555

2012

2012 COCHON US TOUR* COCHON ON TOUR represents 14 events each year from coast to coast.

First up, COCHON 555 consists of ten regional tasting events where guests

and a celebrated panel of 20 judges nominate one chef to compete at the national finale, GRAND COCHON at the FOOD & WINE Classic in Aspen.

The winner recieves a Chef Feature at Blackberry Farm in 2013.

COCHON 555 / 10 REGIONALS New York – Jan. 22 Napa – Jan. 29 Memphis – Feb. 4 Portland – Mar. 11 Boston – Mar. 25 Miami – Apr. 1 Washington DC – Apr. 22 Chicago – Apr. 29 Los Angeles – May 6 San Francisco – May 20

FOUR NATIONAL EVENTS / GRAND COCHON // June 17 The Hotel Jerome, Aspen ALL-STAR COCHON // July 29 The Cosmopolitan of Las Vegas COCHON HERITAGE FIRES // August 25 Napa Valley COCHON HERITAGE BBQ // Labor Day 2012 Memphis, TN

*Dates are subject to change

A MEDIA PIG | 2010-2011 Press Coverage 2010-2011 COVERAGE /

In the past two years, COCHON ON TOUR garnered over 700+ media hits from influential outlets including The New York Times, Time, New York Post, New York Magazine, The Washington Post, Garden & Gun, Bon Appetit, CNN, LA Times, Zagat, Chicago Sun Times, SF Chronicle, Eater, Chicago Tribune, Biz Bash and Boston Globe.

“…OVER 300 POUNDS OF PORKTASTIC GOODNESS!”

COVER HEADLINE THE MOMENT BLOGS

“THIS LITTLE PIGGY WON A PRIZE.” “MANGALITSAS’ POPULARITY HAS GROWN THANKS TO RESTAURANTS LIKE THE FRENCH LAUNDRY AND HERITAGE PORKFESTS LIKE COCHON 555”

“HIGH-END, LOCAL EVENTS LIKE COCHON 555 FEATURE SOME OF THE BEST CHEFS IN TOWN”

“THAT’S A LOTTA PIG. PERIOD. A MUST DO CULINARY EXPERIENCE” “ENOUGH ABOUT BACON! LET'S TALK THE WHOLE HOG.” “COCHON 555, A TOURING PORCINE BACCHANALIA-SLASH-COMPETITION”

2011 TOUR RECAP / COCHON ON TOUR is a media pig. In just one year, over 400+ major hits in 5 months (Jan-May) and by the end of August we reached 60+ Million impressions.

The tour continues to partner with notable brands and media channels each year excited to share in the conversation. The goal: to improve our food system through celebrating heritage pigs and family farms.

Our growing list of national partners provide opportunity to create custom alliances and partnerships between like-minded businesses.

PAST PARTNERS /

OUR NEW EVENT IN 2012 WHAT / NATIONAL BBQ COMPETITION, FINE DINING TEAMS COMPETE WHEN / LABOR DAY, SEPTEMBER 3rd, MEMPHIS WHO / 500-700 PEOPLE PRICE / COST: $75-$125 WHY / INSPIRE COMPETITION BBQ TO USE HERITAGE PIGS SAVE THE DATE / IT’S NATIONAL BOURBON MONTH, DONT MISS IT! Our inaugural event COCHON HERITAGE BBQ will unite responsible farmers, renowned chefs, master distillers, prominent winemakers, established restaurateurs and the pig-loving public over Labor Day to promote change in the BBQ industry. After four years, we realized that Competition BBQ doesn’t understand the impact of supporting heritage breeds and the potential improvements on local agriculture. We also discovered that September is National Bourbon Month and there is not a festival celebrating it’s greatness. I take Labor Day in Memphis to celebrate our love of BBQ, HARD-WORKING CHEFS, FARMS and FRIENDS.

THE BASICS /

The tour has worked with lots of great people on tour. We wanted to create event for fine-dining chefs who love BBQ. We selected Labor Day for our Whole Heritage Hog BBQ Competition where chefs can create a team, enjoy the outdoors while cooking pig and promoting responsible agriculture. We are excited to create a Master-Distillers Tent to celebrate the unrecognized National Bourbon Month, host great music events at night and host meals at our friends restaurants. For the first time, responsibility and hospitality combine to elevate heritage pigs and our love for BBQ!

TEAMS /

Teams can be a restaurant crew, a group of friends composed of 4 different restaurants around the country, it can be a kitchen reunion circa 1989. We welcome chefs participating on behalf of their management or hotel group.

In the end, we are doing one thing, promoting heritage breed pigs in BBQ.

FLAVOR-PACKED WEEKEND WHAT / A celebration of heritage pork, fine dining, National Bourbon month, and BBQ, an American—and a Memphis—tradition

FRIDAY, AUGUST 31 / Attendees partake in dine-around experiences

with Chefs and Master distillers at Memphis’ finest establishments serving previews of special dishes prior to competition. Special acoustic tasting for the masses.

SATURDAY, SEPTEMBER 1 / Start the date with an “Industry

COCHON5.55K”. Event watchers can enjoy all the special attractions, shopping and dining that Memphis has to offer, especially the “Taste of Memphis BBQ” at one of 10–15 BBQ spots offering craft beverage and tasting menu. Smaller venues around the city can feature local musicians long into the night.

SUNDAY, SEPTEMBER 2 / On competition day, attendees join dozens of fine-dining chefs and their teams (over 40 have expressed interest already!) working over open fires to serve up carefully curated dishes in a friendly match-up combining BBQ, heritage pigs and whole animal utilization.

Beyond the culinary artistry and fabulous food, attendees can visit the Master Bourbon Distillers Tent to explore and appreciate the art of bourbon making in a first-ever celebration of this native American spirit!

Tasting experiences, interactive demonstrations, panel discussions, distillers, winemakers, specialty food artisans, and much, much more.

COCHON HERITAGE BBQ MEMPHIS will foster an understanding of the impact of heritage breeds on local agriculture as it unites responsible farmers, renowned chefs, master bourbon distillers, prominent winemakers, established restaurateurs and the pig-loving public (500–700 people) over the entire Labor Day Weekend, generating increased tourism dollars, creating media opportunities, and building excitement for all things Memphis by promoting sustainable change in the industry.

NAT’L BOURBON MONTH

THE MASTER DISTILLERS TENT

COCHON travels the country with 13 events throughout the year leading everyone on tour to Memphis for this great weekend.

NATIONAL PARTNERS

CHEF TEAMS COMPETE

TOURISM

We have national brands already confirmed for Heritage BBQ 2012

From all over the country, restaurants are planning to promote Tennessee

Huge opportunity to nationally promote Labor Day & Tennessee

Cochon Community is a modern day culinary movement with tattooed chefs, mixologists, artist-like butchers, and brazen talent. We are sending a message to consumers nationwide and this your chance to be on the pulse of the back-to-farm connection.