Do celebrity chefs really beef up the bottom line when they endorse branded products?
Most definitely yes in the case of Jamie Oliver’s impact on food sales in the UK. The Financial Times reports that Cranswick, a British pork producer has seen enormous increase in sales; partially do to the launch of Jamie Oliver-branded pork products. The Jamie Oliver range includes: “Fresh pork joints, steaks and marinated ribs along with sausage, bacon, Italian charcuterie and hand made fresh Italian pasta. Included in the range are sausages for kids too.” The Jamie effect has been augmented by BBQ sales for weekend parties while Britain was still a World Cup contender.
Depending on the celebrity chef’s clout with consumers, the actual benefit to a company is quantifiable and potentially very lucrative.