By Allison Zisko
Victorinox has partnered with chef Daniel Humm of Eleven Madison Park in New York City to promote the Victorinox cutlery collection through advertising, use of Victorinox cutlery in the Eleven Madison Park kitchen, and involvement in food and wine festivals across the country.
“I have always been a fan of Victorinox, and I’m incredibly excited to partner with this long-standing and world-renowned brand,” said Humm in a statement.
Developing a relationship with a well-respected chef is part of Victorinox’s strategy to increase visibility and exposure for its cutlery collection within the consumer market, Victorinox said. The company’s goal is to translate its success and visibility in the professional kitchen to the home cook’s kitchen.
“Victorinox is proud to partner with chef Daniel Humm—we see this collaboration as a unique opportunity to showcase the strength of our cutlery collection as it relates to the home cook,” said Rick Taggart, president of Victorinox Swiss Army. “Our goal is to showcase the versatility of our cutlery collection through the skills and culinary expertise of a distinguished and sophisticated chef, and we feel that chef Humm is the perfect partner for this mission.”