Ep: 015 | Branding and marketing for Chefs With Annette Davidson.

What's Cooking With Chef Noel

In this episode, Noel is Joined by Annette Davidson of the Chef's Advocate to discuss branding and marketing for chefs' success in a competitive market. Throughout her career, Annette has broadened market visibility for well-known brands having worked for powerhouses such as Liz Claiborne, Oscar de la Renta and Donna Karan New York in various marketing roles. In 2009 her passion for marketing and event planning led her to launch her own imprint, Icon Marketing. It would become the epicenterof her vast knowledge and connections throughout the United States, Australia, Japan,

Jamaica and Europe. Growing up Annette was a very picky eater, however, as she got older and throughout her travels for business and pleasure, Annette says she became “The Accidental Foodie.” It wouldn't be long before Annette would unite her passion for food with her business and ultimately her Caribbean roots. After much research, she realized that Caribbean flavours and artisanal food manufacturers are at a great disadvantage competing for consumers’ attention in the U.S marketplace. Her interest in this niche market was further sparked as she became inspired by those who had a strong desire to bring their homegrown sauces, spirits, and baked goods to the masses but lacked the industry know-how and connections. Annette decided that she wanted to be a solution to the problem by bringing her global expertise to those who needed it most. Hence, the birth of Icon Food Marketing, a boutique agency whose clients have successfully been integrated into key distribution at Whole Foods, Wegmans,

Krogers and other upscale specialty food retailers. After experiencing a drastic shift in the food marketing space, pivoted and shifted her

Focus to working with chefs. Since forming The Chefs Advocate (a subsidiary of Icon Marketing), Annette was dealt a blow with the passing of her first client. Upon finding out the cause of her client’s death, she became an advocate for the chef’s welfare inside and outside of the kitchen.