In a piece from the Australian about chefs and endorsement deals (paywall-busting link), chef Brett Graham of the London restaurant the Ledbury (two Michelin stars, ranked #14 in the world) explains: "I definitely wouldn't endorse something I either didn't use and serve to my customers, or something I didn't believe was hugely high quality... When Ferran Adria (of El Bulli) comes out with a line of products he uses in his kitchen, everybody says: 'Oh, that's what Ferran Adria uses, that's what I'm going to use.' But you wouldn't see Ferran Adria come out using ready-made frozen meals." [Australian]
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