FOODFOOD Launches The FOODFOOD Foundation

Master Chef Sanjeev Kapoor's food specialty channel brings the first foundation to promote culinary skills across the country.

BestMediaInfo Bureau | Delhi | February 10, 2011

After the successful national launch of FOODFOOD TV Channel on 24 January 2011, partners Astro All Asia Networks, Master Chef Sanjeev Kapoor and Sandeep Goyal of Mogae Consultants, launched the FOODFOOD Foundation, in Delhi.

India's original Master Chef Sanjeev Kapoor, and the brand's Lifestyle Ambassador, Madhuri Dixit-Nene, unveiled the unique logo of the FOODFOOD Foundation.

This will be the first foundation of its kind in the country to promote culinary heritage and culture of India across the world. Said Raghvendra Madhav, Astro All Asia Networks, during the launch, “Food can well be considered to be cultural barometer of civilizations. The culture of food in our country is ancient, rich and highly evolved. Nuances of Indian culinary art are spread far and wide in this country and many are yet to come out of the confines of the native kitchens. Through this Foundation, we hope to highlight the cultural heritage of Indian culinary art across the world.”

At a media gathering that clearly demonstrated food as a lifestyle statement, Master Chef and co-promoter of FoodFood, Sanjeev Kapoor said, “Today food has acquired dimensions that go beyond mere consumption. As our country breaks new ground in almost every field, food is rapidly becoming central to our lives. Its not only about calories and taste, its about having fun, enjoying life with food around which the family & friends gather. Through the FOODFOOD Foundation, we aim to reach out to aspiring chefs across the country, encourage and promote their talent.”

Madhuri Dixit Nene stated, "I'm extremely delighted with the concept and thought behind the FoodFood Foundation. Our country is so vast and rich in cuisines that often go unnoticed. A foundation like FOODFOOD will surely provide the necessary ingredients to promote and encourage culinary skills across the country. As a country, we need a Foundation like this to highlight the uniqueness of Indian food across the world. I am extremely excited to be a part of FoodFood.”

“The FOODFOOD Foundation is a huge initiative for us.” said Sandeep Goyal, Chairman Mogae Consultants, and former Group CEO, Zee Telefilms, “With 360 degrees of food available across multi media platforms like TV, web, mobile, Food is all set to become the new entertainment. Food Food will be an innovator pioneer in the broadcasting business, and will also lead the way in how lifestyle, good living and good eating define a better tomorrow. ”

With the concept of Cooking+ Food +Food-lifestyle, the brand aims to be all things food. Targeting the middle class Indian in urban towns and cities as its core audience, FOODFOOD will produce and package all its content in India.

The channel also boasts of it's very own “Food Editor” – renowned chef, Rakesh Sethi (with over 28 yrs experience across Taj SATS, Oberoi and Intercontinental hotels), and several Indian celebrity chefs (Nitin Tandon, Shantanu Gupte, Anurag Bali etc) that add spice to it's programming content.

“Our entire content and programming is in Hindi and is created by Indians, for Indians,” stated the COO Karthik Lakshminarayan. “In order to connect to our audiences across the country, we will feature shows about food and food lifestyle like 'Firangi Tadka', 'Sirf 30 Minute', 'Sanjeev Kapoor's Kitchen', Chef ka Muquabla and Ready Steady Cook, to name a few,” he added.

The channel is available in both analog and digital formats pan India

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