Culinologist Edward Lee is partnering with Kraft Heinz to help launch its new What's Cooking platform. The Brooklyn-born chef, who is joining Kraft Heinz as Creative Director, is based out of Louisville, KY, where he has authored the books Buttermilk Graffiti and Smoke & Pickles. Lee has appeared on Iron Chef America, Top Chef: Texas, Season 9, and as an Alumni judge on the most recent season of Top Chef: Portland, Season 18.
The What's Cooking platform will help social media food creators manage content, engage and grow their audience, and collaborate with other creatives, to better serve and connect more closely with home cooks. According to an announcement, the platform is being released in beta this month and will promote content from Chef Edward Lee in the beta phase while they actively source other culinary creators. Food creatives on What's Cooking will have the opportunity to work with brands like Kraft Heinz, but also showcase food content that is unique to their style, heritage, and audience.
"As a result of the pandemic, we've seen a huge number of people discovering, or re-discovering, their passion and ability to cook at home," says Diana Frost, Chief Growth and Sustainability Officer at Kraft Heinz Canada. "We're excited to engage, inspire and have some fun with consumers on this home cooking journey with our new What's Cooking platform."