Novelli Cook Off Winners

Carlsberg gave its on-trade customers a boost this autumn with a series of masterclasses with celebrity TV chef, Jean-Christophe Novelli.

The courses were designed to help licensees develop new menus, improve their skills and drive food sales. This support is the latest initiative in Carlsberg's We Deliver More campaign, providing the chance to "make savings, develop sales and improve staff's skills".

Forty pubs, clubs and restaurants across the country took part in the masterclasses including a demonstration by the Michelin chef, with participants learning specialist skills, new recipes and a few trade secrets.

The students got the chance to show their talent in a cook-off, and the winners were Alvyn Carbon and Ian Pyniger from Christchurch College, Oxford and Tracy Keppie and Simon Speechey from the Moorlands Inn in Halifax.

They each won a VIP appearance from Jean-Christophe at their venue.

Last year's winner, Michael Benniston from The Rag, Rawnsley, Staffs, said the celebrity chef visit created a "real buzz" when the pub was packed with diners all wanting to meet him. Michael added: "We gained lots of publicity from local newspapers and TV stations helping us increase our profile through the recession."

Carlsberg customer marketing director, David Scott, said: "Offering good quality food can have a major impact on our customers' bottom line, that's why we have been helping them develop their menus and skill set."