A FRIENDLY COMPETITION FOR A CAUSE WWW. COCHON 5 5 5 . C O M
2012 COCHON US TOUR | 14 EVENTS
C O C H O N
COCHON 555 5 CHEFS, 5 PIGS 5 WINEMAKERS
10 REGIONAL EVENTS JANUARY - MAY 5000+ NEW YORK CITY, MIAMI CHICAGO, LOS ANGELES M E M P H I S , P O RT L A N D WASHINGTON DC, NAPA BOSTON, SAN FRANCISCO
Butchery, Wood-Fired Whole Animals
NATIONAL EVENT JUNE 750+ ASPEN
NATIONAL EVENT JULY 1000+ LAS VEGAS
NATIONAL EVENT AUGUST 1000+ NAPA
Announcing Cochon Heritage BBQ // Labor Day 2012
YOU CAN MAKE A
14 CITIES | CELEBRATING 100+ FAMILY FARMS COCHON 555 - 10 CITY TOUR 50 CHEFS IN A FRIENDLY COMPETITION FOR A CAUSE
GRAND COCHON - US TOUR COMPETITION FINALE 10 CHEFS, 10 PIGS, ONE CROWN
ALL-STAR COCHON - NON-COMPETITION
10 CHEFS CELEBRATE FAVORITE DISHES FROM FOUR YEARS ON TOUR
COCHON HERITAGE FIRE - NON-COMPETITION
30 CHEFS CELEBRATE WOOD-FIRED WHOLE ANIMALS & BUTCHERY
COCHON HERITAGE BBQ - INAUGURAL YEAR
LABOR DAY 2012 - FINE DINING GOES WHOLE HOG IN MEMPHIS
8,000+ ppl ($425 avg. transaction)
WHAT IS COCHON 555? WHAT / 10 REGIONAL CULINARY COMPETITIONS WITH 50 CHEFS WHEN / STARTING JANUARY 15th, ENDING MAY 20th WHO / 5000 + PEOPLE PRICE / COST: $125-$200 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.
WHAT IS GRAND COCHON? WHAT / NATIONAL EVENT - FINAL COMPETITION OF TOUR WHEN / JUNE 17th, ASPEN WHO / 750 + PEOPLE PRICE / COST: $150-$200 WHY / SUPPORT LOCAL AGRICULTURE AT A NATIONAL LEVEL 2011 IMPRESSIONS / OVER 12 MILLION COCHON 555, a multi-city culinary competition promoting heritage breed pigs and family farms, culminates with a 10-pig celebration at Grand Cochon, at the 30th annual FOOD & WINE Classic in Aspen. With over 2000 pounds of heritage pork, guests will taste a wide range of "snout-to-tailâ€? dishes from the competing chefs while visiting with winemakers. Before voting for the King or Queen of Porc, attendees will experience the best bites from the 2012 Tour.
THE 2011 CONTENDERS /
Past Grand Cochon winner have included David Varley (Michael Mina Group) in 2010 and Duskie Estes & John Stewart of Zazu (Napa) this past year. In 2011 the following chefs competed from their respective cities: Brad Farmerie of Public (NYC), Matt Jennings of Farmstead (Boston), John Sundstrom of Lark (Seattle), Scott Drewno of The Source (DC) and Michael Fiorello of Mercat a la Planxa (Chicago), Alex Seidel of Fruition (Denver), Chad Colby of Mozza (LA), Erick Loos of Besh Group (NOLA) and Matt Accarrino of SPQR (SF).
CORE DEMOGRAPHIC /
The audience in Aspen is more affluent than on Tour. Consumers and sponsors both spend more on intimate experiences wth access to well-known chefs, restaurant owners, high profile winemakers, master sommeliers, notaable media, mixologists and corporate buyers. This is the Super Bowl of food events.
WHAT IS ALL-STAR COCHON? WHAT / NATIONAL EVENT - NON COMPETITION WHEN / LATE-JULY, LAS VEGAS WHO / 1000 + PEOPLE PRICE / COST: $150-$200 WHY / WE CELEBRATE HERITAGE PIGS WITHOUT THE COMPETITION 2011 IMPRESSIONS / OVER 10 MILLION ALL-STAR COCHON is the second in the series of national events and the largest single COCHON event. We spotlight 10 chefs, 4 rock-star butchers and 14 different heritage breed pigs. ALL-STAR COCHON brings together a sample of the best tastes from four years of COCHON ON TOUR. The ten chefs – past winners and fan favorites – work together to prepare a ‘snout-to-tail’ menu from heritage breed pigs for this ultimate pork tasting. In addition to pig every way, guests are treated to two butchery demonstrations on stage, cured meats, reserve wine tasting, craft brews and specially paired artisan cocktails.
THE 2011 LINEUP /
Inaugural chefs and butchers included Joshua Applestone of Fleisher’s Meats (NY), Mary Dumont of Harvest (Boston), Alex Seidel of Fruition (DEN), Jamie Bissonette of Coppa (BOS), Ryan Farr of 4505 Meats (SF), Devin Knell of French Laundry (Napa), Mark Ladner of Del Posto (NYC), Amelia Posada and Erika Nakamura of Lindy & Grundy (LA), Michael Sullivan of Blackberry Farm (Walland, TN), John Sundstrom of Lark (Seattle), the 2010 “King of Porc” David Varley of Michael Mina (San Francisco) and the 2011 Grand Cochon Winner Duskie Estes & John Stewart of Zazu (Sonoma) chosen at the Food & Wine Classic in Aspen. Chefs for 2012 will be announced in early Spring.
WHAT IS COCHON HERITAGE FIRE? WHAT / NATIONAL EVENT - NON COMPETITION WHEN / AUGUST 26th, NAPA WHO / 1000 + PEOPLE PRICE / COST: $100-$150 WHY / GO BEYOND PIGS TO SUPPORT ALL ANIMALS & FARMS 2011 IMPRESSIONS / 4 MILLION COCHON HERITAGE FIRE is the third in the series of national events. We head outdoors for the second largest national COCHON event when over 30 chefs and 10 star butchers celebrate over 2000 pounds of different heritage breed animals (lamb, beef, pork, goat, rabbit, chicken) over open fires. With partners like the City of St. Helena, CIA Greystone and the prestigous Charles Krug Winery, this event stands above the rest. A true celebration of the culinary arts, our appreciation for wood-fired cooking and whole animal utilization. The event includes cured meats, reserve wine tastings, craft brews and butchery demonstrations by the nation's best.
THE PAST LINEUP /
Participating chefs and butchers included Joshua Applestone of Fleisher’s Meats (NY), Michael Sullivan of Blackberry Farm (Walland, TN), the 2010 “King of Porc” David Varley of Michael Mina (San Francisco) and the 2011 Grand Cochon Winner Duskie Estes & John Stewart of Zazu (Sonoma), Jeremy Fox (Napa), Gerard Craft of Taste / Niche (St. Louis), Tim Goodell of Public Kitchen & Bar (LA), Kevin Nahsan of Sidney Street Cafe (St. Louis), John Fink of The Whole Beast (Napa), Chris Curren of Blue 13 (Chicago), Peter Jacobsen of Jacobsen Orchards (Napa), Josh Adams of June Restaurant (Peoria) and Jonathan Bodnar of Need Salt (Napa).
NEW EVENT IN 2012 // COCHON BBQ 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 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.
ENGAGE THE COMMUNITY Throughout the tour, sponsors have the chance to reach a national audience. Each event is designed so exhibitors can directly reach potential customers through interactive demonstrations, guest incentives and tasting experiences.
COCHON EVENTS consists of the VIP ROOM and MAIN FLOOR.
WE ARE LOOKING FOR / • • • • •
Product integration, sampling, contests, reserve products Hands-on product merchandising, instruction and demos Exclusive Overlays / Chef & Winemaker “Meet & Greet” sessions Off-Campus Winemaker Dinners in top restaurants Pre-Event Retail Contests & Social Media Incentives
COCHON 555 TIMING OF VIP ROOM & MAIN FLOOR / • VIP ROOM - 90-minutes session with 200 guests paying $175+ • MAIN FLOOR - 2.5 hour tasting with 450 guests paying $125+
TALENT / PROMINENT JUDGES (PAST & PRESENT):
PROMINENT WINEMAKERS INCLUDE:
NATIONAL CHEF HEADLINERS:
LOCAL CHEF HEADLINERS:
Jacques Pépin Andrew Zimmern Peter Kaminsky Bruce Aidells Barbara Lynch
Bryan Voltaggio / MD Sean Brock / SC Lydia Shire / BOS Stephanie Izard / CHI Ethan Stowell / SEA Naomi Pomeroy / PDX
Ehren Jordan / Turley, Failla Abe Schoener / Scholium Project Charles Smith / K Vintners Vanessa Wong / Peay Vineyards Wells Guthrie / Copain Cellars
Mike Sheerin / CHI John Sundstrom / SEA Ben Ford / LA Duskie Estes & John Stewart / Sonoma George Mendes / NYC David Varley / SF
COCHON CHEF COMMUNITY COCHON 555 chefs are selected based on support of the local food community, raw talent for “all things heritage pig” and dedication to whole animal utilization on the menu. The chefs continue to improve our local agriculture systems by sourcing responsible food for their menus and special events.
CHEFS / a few from the past & present DEVIN KNELL / French Laundry DAVE CRUZ / Ad Hoc MICHAEL SULLIVAN / Blackberry Far m BRAD FARMERIE / Public Restaurant NYC CHRIS KOSTOW / Meadowood Napa Valley CHRIS COSENTINO / Incanto / Boccalone PETER HOFFMAN / Savoy BILL TELEPAN / Telepan Restaurant GEORGE MENDES / Aldea JASON STRATTON / Spinasse ETHAN STOWELL / How to Eat a Wolf BRYAN VOLTAGGIO / Volt MIKE SHEERIN / Blackbird KELLY ENGLISH / Restaurant Iris DAVID VARLEY / Michael Mina MARK LADNER / Del Posto JOHN SUNDSTROM / Lark CORWIN KAVE / Fatty 'Cue MARCO CANORA / Hearth ADAM KAYE / Blue Hill at Stone Barns GAVIN KAYSEN / Café Boulud MIKE LATA / Fig Restaurant TOM MYLAN / The Meat Hook JOSHUA APPLESTONE / Fleischer’s Meats RYAN FARR / 4505 Meats TONY MAWS / Craigie on Main JAMIE BISSONETTE / Toro + Coppa KEVIN RATHBUN / Rathbun's Restaurants SEAN BROCK / McCrady's Restaurant MATT JENNINGS / Far mstead TIM GOODELL / Public Kitchen & Bar FRANK BONANNO / Mizuna LACHLAN MACKINNON / Frasca MICHAEL FIORELLO / Jose Garces SCOTT DREWNO / The Source BRAD REMBOLD / Marlow & Sons
STEPHANI IZARD / Girl and the Goat LYDIA SHIRE / Scampo + Ober Locke MARY DUMONT / Haverst DUSKIE ESTES + JOHN STEWART / Zazu Restaurant HOLLY SMITH / Cafe Juanita RACHEL YANG / Joule & Revel KELLY LIKEN / Kelly Liken Restaurant NAOMI POMEROY / Beast CATHY WHIMS / Nostrana JAMIE LEEDS / Commonwealth Gastropub TAMARA MURPHY / Brasa Restaurant LINDY & GRUNDY / Organic Butcher Shop TARVER KING / Ashby Inn BARRY MAIDEN / Hungry Mother GABRIEL RUCKER / Le Pigeon JASON BARWIKOWSKI / Woodsman Tavern ANDY RICKER / Pok Pok STAFFAN TERJE / Perbacco THOMAS McNAUGHTON / flour + water VITALY PALEY / Paley’s Place JOHN GORHAM / Toro Bravo TOMMY HABETZ / Bunk Sandwiches MATTHEW DILLON / The Corson Building JASON WILSON / Crush RAVI KAPUR / Boulevard + Prospect ALLAN BENTON / Benton Smoky Hams CODY HOGAN / Lidia's Kansas City JOSHUA WHIGHAM / Bazaar by Jose Andres ANDREW ZIMMERMAN / Sepia BEN FORD / Ford’s Filling Station JOHN CURRENCE / City Grocery STEPHEN STRYJEWSKI / Cochon MATTHEW ACCARINO / SPQR DAVID BAZIRGAN / Fifth Floor ALEX SEIDEL / Fruition GERARD CRAFT / Taste - Niche
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 // Tour Finale The Hotel Jerome, Aspen ALL-STAR COCHON – July 29 The Cosmopolitan of Las Vegas COCHON HERITAGE FIRES – August 25 Charles Krug, 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 /
C555 BOURBON BAR
THE PERFECT MANHATTAN
In 2012, Cochon will announce The C555 Perfect Manhattan Cocktail and Bourbon Bar Program.
NOT ONLY THE GUESTS
During the tour, competing chefs are served a drink on stage and we also stick bottles under their tables too...shhh
Food and wine celebrities are always in attendance and Cochon makes the connection for you.
Cochon experiences will promote your brand in a national community of chefs and buyers, coast to coast.
Cochon is a modern day culinary movement with tattooed chefs, kick-ass mixologists, artist-like butchers, and brazen talent. If you want to be on the pulse of the back-to-farm connection, this really is it.
BECOME A MEMBER
YOU WILL BE ONE OF FIVE
We invite your Bourbon or Rye to be recognized in a group of FIVE distinguished products at 10 events throughout the year.
The foundation of brand authenticity is delivering on unique experiences. Pure celebration, no competition.
Cochon handles activation across the nation freeing up your time to build relationships with buyers.
Only five top-shelf bourbon or ryes will be allowed to pour at Cochon as part of custom Bourbon Bar.
Membership includes your product in a featured cocktail at our events and exposure to the strong-and-growing Cochon 555 community. The bar experience will be signature Cochon --rustic elegance-- and guests will sample the product straight, chilled and with a touch of sweet.
FIVE BRANDS ONE RECIPE
The featured cocktail will be the The C555 Perfect Manhattan with an emphasis on top-shelf spirits and basic Manhattan technique.
CUSTOM FULL CUP OF ICE
The recipe will be the same simple one across the board: two fingers of product poured over ice.
TWO LUXARDO CHERRIES
Topped with two Luxardo Cherries, just the right amount of sweetness reaches the product.
SHAKE, SHAKE, ENJOY
From the guests, to the celebrated judges, chefs and media, your product will reach social channels.
Each cocktail will be served with a customized "linen" beverage napkin featuring a logo for your brand and a Heritage Breed Pig (think, collecting cards with recipes on them). We are printing 150 per event with your logo on it.
PERFECT MANHATTAN TERMS MEMBERSHIP AGREEMENT / $500 per event, per product
COCHON 555 is pleased to present you with this opportunity. Now is the time to sign up and enjoy membership in our new Bourbon Bar program. The program includes full activation, is non-competition and features only five to0-shelf spirits (bourbon or rye) per event.
SPONSOR BENEFITS INCLUDE / • Bourbon Bar featuring products, collateral and signage • Equal exposure among all five brands (only five brands enter in 2012) •  Static advertisement (full-screen projected on stage) for 5000+ people • Logo inclusion in all digital event signage • National Marketing totaling 40M Impressions • Inclusion in national printed materials (100,000 postcards / 2,000 posters) • Logo / link inclusion on NATIONAL SPONSOR page / COCHON 555 Website • Logo / link inclusion on 12 COCHON pages / COCHON 555 Website • Logo / link inclusion in  national newsletters (25,000+ ppl) • Two (2) Passes Per Event ($4,000 value) • Professional Photography shared with our social community during tour ADDED VALUE / Bourbon Bar is designed to reward guests for supporting heritage agriculture and local food producers. The community is loyal to responsible brands. We will also feature the product in chefs' gifts, the judge’s room and after-party.
COCHON SPONSORSHIP FEE / $5,000 for 10 cities Commitment Date: November 30, 2011
REDEFINING OLD CLASSICS
Cochon wants to preserve the romance in the artisan spirit community and brand a classic technique with classic jars.
Cochon promotes heirloom and heritage species each year, for a total of 40-60M impressions.
Cochon provides inspiration to those trendsetters. Our kitchen is stocked with jars, why isnâ€™t yours?
TAKING IT HOME
Guests at Cochon expect surprises. When top mixologists shake cocktails in a jar by Ball, something clicks.
Cochon has the ability to motivate a change in consumer behavior. Together, we can provide a refreshing twist on preserving a classic.
BEVERAGE PARTNER SPONSOR BENEFITS / $25,000
This non-exclusive partnership is specifically designed for breweries and spirits companies wanting to capture a national market with a featured beverage. on-site
• Traditional Table on Main Floor featuring products, demo and signage •  Static advertisements (full-screen projected on stage) for 5000+ people • Logo inclusion in all digital event signage off-site
• • • •
Inclusion in national printed materials (100,000 postcards / 2000 posters) Logo / link inclusion on NATIONAL SPONSOR page / COCHON 555 Website Logo / link inclusion on 12 COCHON pages / COCHON 555 Website Logo / link inclusion in  national newsletters (25,000+ ppl)
• Two (2) working passes • Two (2) VIP guest passes per event ($4,000 value)
In 2012, I will launch Bourbon Bar at COCHON. Carefully selected whiskey, rye and bourbon to make the C555 Perfect Manhattan. Timing is perf...