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Eat & Drink

Roots ad proof Toronto chefs are the new celebs?

Posted by Staff / February 27, 2014

Roots Toronto chef adAs the Toronto food scene comes of age there's been much chatter of how our young and talented collection of chefs are the new celebs on the block. (yeah, take that Mayor Ford) However, aside from the occasional magazine cover and various trade show appearances there hasn't been a whole lot of basis to this claim.

Enter Roots, the Canadian clothing giant who this week decided to take this celeb chef claim a step further. While its ads are usually home to famous Canadian faces such as Wayne Gretzky and Dan Aykroyd, Roots decided to enlist Bar Isabel chef Grant Van Gameren to star in its latest campaign.

Love his grilled octopus or fried rabbit? Now you can take your chef worship a step further and wear the same (er, similar) limited edition premium fleece that Van Gameren chooses to kick around in when chillin' with friends.

Roots' latest campaign is running in local print media and online and is promoting The Roots XL Pop Up Shop running this weekend at 567 Queen St. West.

Discussion

16 Comments

Chester / February 27, 2014 at 01:44 pm
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Good for Grant, guys very well deserving. You work hard at your craft, put yourself out there you will recognized. It's good to see him getting celebrity chef status because of his food and not because of some hack show that some of them do.
Gordon Ramzeys / February 27, 2014 at 02:09 pm
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Guys who make $14/hr are totally celebrities.
IRON MAN CHEF replying to a comment from Gordon Ramzeys / February 27, 2014 at 02:55 pm
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HA, this guy is obviously making WAY more than that. we're not talking about line cooks at Milestone's here.
missoni fan / February 27, 2014 at 03:35 pm
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Am I the only person in the city that didn't really love the food at Bar Isabel? I was starving after ordering a number of plates and it was ok, but I'm not sure it's the best new restaurant in Canada.
A guy replying to a comment from missoni fan / February 27, 2014 at 03:52 pm
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I think you're missing the point of tapas / spanish influenced food. It's meant to be a long series of plates with a number of different flavours. Toronto pricing may not be in the spirit of that but I guess that is what it is...
pat replying to a comment from missoni fan / February 27, 2014 at 07:23 pm
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Yes, Missoni fan, I think you might be the only person in Toronto not in love with Bar Isabel. I went with friends in December, and we were impressed by the flavours and the variety of foods. The grilled octopus? Fork-tender with a delicious char. Amazing raw tuna with a Meyer lemon sauce. Smoked sweetbreads that blew our minds. Plus other dishes that lived up to these three.
whatevr / February 27, 2014 at 08:19 pm
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a lot of cooks make like, 100-130/ day for 12+ hrs. do the math.
Tipicular Fixin's / February 27, 2014 at 08:41 pm
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Ever been to a city that states 'World Famous' or 'Best Coffee in Town'?..it's usually never true. With all due respect to the Chefs in our city including Chef Van Gameren, the term 'Celebrity Chef or Bartender' has been over used in the exact same fashion. This obsession with celebrity is ridiculous. Let's praise these people because they've run long lasting successful businesses or for their work supporting the locavore movements or for their philanthropic contributions, not for their appearances on 2nd rate TV shows or because they are on a billboard or plastered all over the city's bus shelters. I have nothing against Bar Isabel or the Chef, just annoyed with people beating the term F&B celebrity to a pulp when it really offers little added value to the everyday person.
cupcake / February 27, 2014 at 10:15 pm
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Everyone in toronto seems to be cold and hating. I think that if a chef works hard enough to impress a city of foodies, for $15/hr or not, he should be appreciated. If their hard underpaid works get noticed, why shit on them? lets just celebrate some torontians that deserve it. I know many, many chefs that devote crazy hours for a small salary because it is what they love and need to do.

Go roots. Nice to see some local talent. Although I will be heading to the outlet.
Evelyn W. / February 27, 2014 at 11:09 pm
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I'm not sure how anything negative can be said about this. Good for Grant, well-deserved. He's done a ton to build up Toronto's food scene.
Morcheeba / February 27, 2014 at 11:52 pm
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Uh, in two years, I mean two months, or maybe two days none of this will matter...Act accordingly...so BFD
noh muneh replying to a comment from Daniel / February 28, 2014 at 11:22 am
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i agree... was excited about this pop-up shop, but the prices? i got the f**k out so fast.
Gabe / February 28, 2014 at 02:47 pm
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The Rock Star chef status has got to go away.
Eugene / February 28, 2014 at 02:51 pm
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$130 for 12 hours of work? That's like $10.83 an hour!!!
Vito / March 12, 2014 at 06:59 pm
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Yes! Grant really worked hard for such a success!! Spending 3 weeks travelling in Spain and copying what he saw later to open a new restaurant really is hard!! Do you really think that that grilled octopus, caldereta, ceviche, fried rabbit came out of Grant's mind?? Spanish traditional cuisine, that is what it is.
Line cook / April 20, 2014 at 04:37 pm
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Anyone notice that the Toronto magazine called 'The Grid' has Grant or his retaurants in every issue? Does he work for the Grid? He is talented, but the Grid needs to start sucking him off every week.

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