NEW YORK: Porter Novelli has launched the Orange Palate specialty unit, which is focusing on working with culinary talent and food entrepreneurs.
Orange Palate is a network-wide service, with its first efforts kicking off in New York because of the office's “heavy wave of expertise” in food and beverage, said Darlàn Monterisi, EVP and MD of Porter Novelli New York.
She added that Gennifer Horowitz, VP of food, drinks, and nutrition, has been “the brains” behind the offering. Horowitz will lead its initiatives in New York.
The agency decided to create Orange Palate because many culinary professionals, spokespeople, experts, and brand representatives it has worked with over the years have asked Porter to help them promote their own personal businesses, Horowitz explained.
“We thought, ‘Why not leverage the food expertise and the media expertise we've developed in this world and work with these individual culinary brands and talent to help them grow their own brands?” she added.
The culinary offering is working with former Top Chef contestant Eli Kirshtein, who is set to be executive chef and partner of Atlanta restaurant The Luminary when it opens next year. Orange Palate has also signed Kelly English, chef and owner of Restaurant Iris and The Second Line in Memphis, Tennessee. English was named best new chef by Food & Wine magazine in 2009.
Horowitz said the firm will disclose other clients that are using the service soon.
Porter chose the name “Orange Palate” for the service because orange is the color in the firm's logo and it is “also associated with energy, excitement, and optimism, which are phrases that really exemplify how we approach all of the work we do,” said Horowitz. She added that “palate” is in the name because it is “the vehicle by which you appreciate and understand flavor.”
In September, Porter brought on Kate Cusick to serve in the newly created role of EVP and global director of business development. She is based in the firm's New York office.