Promotion of Basque Produce at Partridges of Sloane Square in London

Promotion of Basque Produce at Partridges of Sloane Square in London.

Bihartean

Bihartean (the cross-border Basque Chamber of Commerce representing Bayonne in France and Gipuzkoa in Spain) approached us to organise a high profile promotion of Basque artisan food and wine. Working with Partridges of Sloane Square the promotion took place between 2nd and 14th October, celebrating the best of Basque produce with a host of programmes of tastings and samplings.

Local press, specialist food and wine media and Basque television all attended the launch party and Ash Mair, the BBC Professional Masterchef champion, provided a culinary masterclass as well as preparing tapas for the public at Partridges outdoor market later in the week.

Chef Ash Mair, acclaimed as ‘a supreme talent’ by 2 Michelin Star culinary legend Michel Roux Jr, leapt to prominence when he won MasterChef: The Professionals, with his modern interpretation of the food of the Basque Country, a cuisine that continually inspires and informs his cooking style.

The range of Basque food and wines available at Partridges included Idiazabal cheese, Piperade, Axoa, cured meats and fish, Basque turron and Marques de Vitoria Wine.

John Shepherd, Managing Director, Partridges said:
"Ash Mair is a hugely inspirational chef and it was wonderful to watch him apply his creativity to the Basque tastes and traditions which have a big influence on his fabulous cooking. We feel very privileged that he is opening The Partridges Basque produce promotion and excited that he will have some great cooking ideas to share with our customers."

The Xtend2 team arranged meetings in the Basque region between the Partridges buyer and Basque companies for the final selection of products for the promotion, organised logistics, planned tasting schedules and staffing and invited Ash Mair to launch the promotion and provide cookery masterclasses.

We advertised the launch party, distributed invitations and arranged media coverage from UK and the Basque region. We also ensured the promotion, including the Basque stand at Partridges open air market, was placed on relevant social media and London event listings.

The event was a huge success and Partridges are looking at continuing with a number of lines from the promotion.

 

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