“Flavors of the USA” Culinary Tourism Campaign Launches

Flavors of the USA website

Much of the featured content has been provided by the James Beard Foundation through its partnership with Brand USA. The content provided by the James Beard Foundation focuses primarily on recipes from the James Beard Foundation website and videos from restaurants who have received the James Beard America’s Classics Award, an honor James Beard bestows to regional establishments, often family-owned, that are treasured for their quality food, local character, and lasting appeal.

Brand USA has also developed a second edition of the culinary guide focusing on American culinary culture, history, and mouth-watering recipes provided by well-known American chefs. This year it is titled “Flavours of the USA” based on testing of various titles across languages.. The featured chefs are members of the Diplomatic Culinary Partnership, a collaboration between the U.S. Department of State’s Office of Protocol and the James Beard Foundation. The Diplomatic Culinary Partnership helped to create the American Chef Corps, a program that champions American chefs abroad, promotes American food products, and fosters an interest in American culture through international programs and initiatives. Once again this year, the State Department is sending chefs from the American Chef Corps to key posts around the world to celebrate Independence Day in conjunction with the launch of the guide. And many of the chefs that are traveling to Milan for World Expo will take culinary guides with them for further programming at other European destinations.

Brand USA’s “Flavours of the USA” campaign will also launch via broadcast through partnerships with Food Network International and The Travel Channel International. The Food Network will feature “30 Chefs, 30 Days,” which will include vignettes of notable American chefs showcasing the cuisine of the region they live/work in, and why that cuisine is part of the experience of visiting their respective destination. The vignettes will air in 98 EMEA countries (Europe, Middle East and Africa) during a month of Americana-themed programming in July 2015. The Travel Channel will broadcast a series of road trip food adventures from the Jeni & Olly show.

For more information, visit www.DiscoverAmerica.com/flavours. Consumers are encouraged to share their American food and culinary travel experiences on social media platforms using the hashtag #TasteUSA.