Knowing the Product and Undertaking Suggestive Selling
8-22-10 food rave 1
1. SUNDAYPAPER.COM | AUGUST 22–28 | 41
FOOD
continued on 42
BY ALISON ABBEY
A
distinguished crew of Atlanta’s most
talented chefs will get things cooking
in support of a good cause at the
Atlanta Food Rave Friday, Aug. 27. Despite
the name, we suggest you leave the glow-
sticks at home—though you might want to
bring your own set of chopsticks—because
this is one rave that’s more about
technical culinary skills than
techno music.
Produced by Atlanta interac-
tive lifestyle and media marketing
entrepreneurTony Rouse, the
event is a chance for foodies to mix
and mingle, all in support of the
Atlanta Community Food Bank,
which currently distributes nearly 2 million
pounds of food and other grocery items each
month to more than 700 nonprofit agencies
and 38 counties in the Atlanta area.
Five eclectic chefs will compete not only
for the night’s coveted Rave Review award,
but also for the attention of attendees: Each
is responsible for planning his or her own
top-secret menu and creating the atmosphere
and excitement surrounding their own
booth. Naturally, we went right to the chefs
to learn what makes them cook and to score
some pre-event dish.
ALEX FRIEDMAN
Chef/Owner,
P’Cheen International Bistro and Pub
Background: When I first went to col-
lege, I went to art school. After a year, I
dropped out and went back to cooking
(like I had done in high school to make
money). The chef that I worked for saw
that I had talent and introduced me to
the idea of culinary school. After graduat-
ing from Johnson and Wales, I went to
the Biltmore Estate, where I worked my
way up from intern to sous chef. After
three years, I moved to Atlanta where I
worked as sous chef at Pastis in Roswell.
I was promoted to chef of Anis Bistro in
Buckhead where I met my business part-
ner [in P’Cheen]. The rest is history.
What’s your flavor? I tend to cook for my
own personal cravings. What sounds tasty
to me that day usually ends up on the
menu. Fresh ingredients and quality prod-
ucts always excited me, as well.
Why Food Rave? I am always willing to
be part of something that helps grow the
culinary world of Atlanta, and this seemed
like a really cool and different event.
Give us the dish on your dish: I can’t give
away too much or I’ll get in trouble, but I
can say bring your cameras, because you’re
going to see something at my station that
most people have never seen.
LATOYA STARKS
Personal Chef/Owner,
Noorish Personal Chef Services
Background: I have a bachelor’s degree in
hospitality management from the Robinson
College of Business at GSU. Upon graduat-
ing, I attended the International Culinary
School at the Art Institute of Atlanta to
obtain my Associates in Culinary Arts. Af-
ter years of working in restaurant kitchens,
I knew that I did not want to own my own
restaurant. The environment is fun, but
hectic, and the hours are extremely long.
So I decided to start my own personal chef
company. I get to do what I love without
working in [that] hectic environment. I
SPOTLIGHT
The Atlanta Food Rave
sets up culinary shop
this Friday
THROWDOWN
IN THE
ATL
PHOTOS/CHRISTINA RAINEY/INSTANT FAME PHOTOGRAPHY
Chefs Alex Friedman, Delroy
Bowen, Keira Mortiz, Lance Gum-
mere, and LaToya Starks will have
guests raving over their food.
Chef/Owner Alex Friedman
of P’cheen International
Bistro & Pub