Page 40 - Miele D The Magazine 2018

As sponsor of the Berlin Food Week, Miele is represented at different locations around the capital.
Kitchen experiences on
the highest level
The majority of advertising and marketing measures are all the more credible, the more sustainable they are. Examples from Germany, Switzerland, Canada as well as the international co-operation The World's 50 Best Restaurants show how Miele has permanently established itself as the brand for the highest degree of cooking competence.
In Germany Miele has initiated the ama- teur cooking competition Cooking Star in association with the gourmet magazine
Eat Smarter. This took place for the second time in 2018 and addressed the kitchen of the Alpine region.
The cooking spectacular sets high stand- ards for the teams of two. First the teams must get through the online application process. The prepared dishes are already evaluated by professionals in this stadium. If they are successful, there are heats at different locations in Germany. Profession-
ally equipped Miele Tafelkünstler cookery schools are utilised as venues. Each team must present its culinary creation to a jury, and that is quite a feat, because there is a strict time limit for a complete meal. The winners go through to a semi- nal that took place in the Cooking Club of the Ber- lin Olympic stadium. Miele has equipped this cooking location with perfect visibility into the stadium with high-quality appli- ances. The nal took place in Summer 2018 in the Premium Club Aldiana Salzkammer- gut (Austria). The winners were rewarded
with an attractive outline programme: a week's holiday in an Aldiana hotel of their choice, Aldiana being another sponsor of the Cooking Star competition.
A further initiative by the German col- leagues: every year in October Berlin Food Week takes place, a festival in which more than 300 chefs, connoisseurs, small manu- facturers, start-ups and brands participate. Miele has been a partner of the Berlin Food Week since 2013 and presented the new Dialog oven at various event locations in 2017. The festive opening kicks off events
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