Grundig has announced that Michelin starred chef, Massimo Bottura, will be its inaugural brand ambassador.
Bottura will be collaborating with Grundig to design a range of home and consumer appliances, which are set to launch later this year.
Bottura who is also the founder of cultural association, Food for Soul, said: “I’m looking forward to working side-by-side with Grundig on new ideas to develop projects and products that are able to really make a difference and find solutions to make our homes and our world a better place”
Food for Soul aims to empower communities through their kitchen and beautiful eating area – known as Refetterios – and to help raise awareness of global food waste.
Hakan Bulgurlu, CEO of Arçelik parent company of Grundig, said: “Social responsibility and sustainability go hand-in-hand for us at Grundig and is at the heart of our business. We are driven by enhancing people’s lives and making home and the world a better place to be through our products and projects.
“Having a world-renowned chef, such as Massimo, who also shares this passion and ethos, makes him the ideal fit to be our brand ambassador. Our team of engineers are looking forward to working closely with Massimo to develop high quality and innovative products.”
The partnership was announced at Grundig’s Respect Food event at Castello Sforzesco in Milan, which has live cooking demonstration by renowned chefs including: Andrea Berton (Berton, Milan); Enrico Cerea (Da Vittorio, Bergamo); Carlo Cracco (Cracco in Galleria, Milan); Antonio Guida (Silk, Mandarin Oriental Hotel Milano); Giancarlo Morelli (Pomiroeu, Monza); Matias Perdomo (Contraste, Milan) and Viviana Varese (Alice Eataly, Milan).