How to Forge a Thoughtful Chef-Brand Partnership

In the wild, wild west of chef and brand name partnerships, it’s no little task to determine who to partner with on what, when to release whatever you have actually partnered on, and how to promote it. For 1990 Food & Red Wine Best Brand-new Chef Nancy Silverton, the trick to an effective launch lies partially in recognizing a space in the cooking market—- in her case, a porcelain baking dish with the best depth for baking a slab pie, which she prefers to deep dish round pies—- and a company with a proven track record to be able to perform that vision.

“This is my 4th item launch with Made In,” Silverton said, noting that each of her previous productions, which include a bread knife and enameled cast iron grill pan, were meant to fill various requirements for the home cook or baker. “Nobody had an oven-to-table way to provide a slab pie. To be able to serve it in something besides a sheet pan is, I think, great,” she shared.
Nancy Silverton holding Made In cookware
Aside from sharing the initial idea, Silverton was closely involved in the advancement procedure for the piece pan; At first, the handles weren’t quite best, and the size and depth required a few rounds of tweaking. “I saw it in 3D plastic type, too, to get the visual,” she discussed. “Our team gets really excited about making something for a chef like Nancy Silverton. At the end of the day, we wish to be able to take what we learn from a chef like Nancy and teach that to our wider group,” stated Jake Kalick, President and Co-Founder of Made In.

When it pertains to deciding on who to team up with, Silverton said that a brand’s other partnerships (in Made In’s case, chefs like 2021 Food & Wine Best New Chef Matt Horn, Tom Colicchio, and Eric Ripert) is a safe method to determine the fit. “Because of the quality of what Made In deals, it’s not one where I seem like I’m jeopardizing my name or offering out,” she said.

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