Kraft Eden Cheese Rallies Filipinos to Make 5,000 Cheese-inspired Dishes

It was an awesome site - about 5,000 dishes and hundreds of participants gathered in Araneta Coliseum yesterday to set a new Guinness World Record, beating India's 4,668 count in 2007. Details of the event are below.





Press release:

You only need to put food and pride together to see how cheesy Pinoys can get.
Through a project which aims to make a delicious and inspiring Christmas after the devastation brought by Ondoy and Pepeng, Eden Cheese is spearheading the “YUMM - Your Ulam Mas Masarap” campaign, which plans to unite everyone in helping save Christmas for families who are still reeling from the challenges brought by these recent disasters.

In the said campaign, the brand is summoning the innate kitchen creativity of Pinoys to help make 5,000 cheese-inspired dishes to beat the previous Guinness World Record™ of "The Most Number Of Dishes On Display, In A Single Day” of 4,668 set by India in 2007 in one big event. Eden has taken this further with a twist of ingenuity by fusing cheese into each dish. Premier culinary school Magsaysay Institute of Hospitality and Culinary Arts (MIHCA) contributed most of the research and student manpower in the making of the event, with the added help of other schools such as Regina Carmeli, St. Paul College, Centro Escolar University, Emilio Aguinaldo College, La Consolacion College, and Arellano University.. Meanwhile, at Eden’s website, www.sarapngbuhay.com, people are encouraged to sign up and share their cheese recipes.

“During these challenging times, it is important to remember not what we have lost but what we still have as a nation,” says Alex Tacderas, Category Marketing Manager for Cheese and Spoonables, Kraft Foods Philippines. “We hold in our hands the innate Filipino creativity and love for food which, when put together, can empower our pride for our country.”

And to further strengthen its cause, Eden is organizing the very first Keso de Gallo where Filipinos will use Eden cheese to creatively interpret the breadth of the country’s cuisine while providing a feast that will bring joy and delight to as many families as possible. In cooperation with ABS-CBN Foundation, people’s organizations, Local Government Units, and Filipinos all over the country, Eden will relive the Filipino tradition of Misa de Galo and bring more goodness to this post-Simbang Gabi feast. Nine mornings with nine featured dishes in town plazas of Bacolod City, Iloilo, Davao, Cagayan de Oro, Cebu City, Naga, Butuan City, Laoag and Pampanga will be highlighted, as Eden enhances the local traditional delicacies enjoyed during the holidays with the goodness of Eden cheese.

Known for its quality and wholesome taste, Eden has been a staple of every discerning foodie’s kitchen. From simple snacks to sophisticated main courses, Eden cheese products can be relied upon to deliver great tasting meals. A versatile ingredient which easily fits in a variety of local dishes, the use of Eden cheese products is as limitless as the imagination of its user. And in the hands of some pretty creative people from various culinary backgrounds, December 14, 2009 is going to be one red-letter day as all these people work with each other in landing the Philippines in the record books with the most number of cheese dishes.
Indeed, for a country that boasts of various culinary traditions from its 7,107 islands, there are a lot of things than can be done to inspire and cheesify the Filipino everyday.

About Kraft Foods

Kraft Foods (http://www.kraftfoodscompany.com) makes today delicious in 150 countries around the globe. Our 100,000 Kraft Foodies work tirelessly to make delicious foods consumers can feel good about. From American brand icons like Kraft cheeses, dinners and dressings, Maxwell House coffees and Oscar Mayer meats, to global powerhouse brands like Oreo and LU biscuits, Philadelphia cream cheeses, Jacobs and Carte Noire coffees, Tang powdered beverages and Milka, Cote d'Or, Lacta and Toblerone chocolates, our brands deliver millions of smiles every day. Kraft Foods Inc. (NYSE: KFT) is the world’s second largest food company with annual revenues of $42 billion. The company is a member of the Dow Jones Industrial Average, Standard & Poor's 500, the Dow Jones Sustainability Index and Ethibel Sustainability Index.

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Press Release: Kraft Calls for Help to Break Guinness World Record

The Spirit of Bayanihan Gets Cheesy

If there’s one distinguishing feature about the Pinoy, it’s that they love a challenge. We have epic tales of Lam-Ang conquering various tasks and earning his place in the mythic pantheon of Filipino heroes. We sought our independence from Spain , from America and other countries that sought to subjugate us. In the 20th century we distinguished ourselves with EDSA 1 or the first People Power Revolution. After years of preparation, not only did we have an all-Filipino team conquering Mt. Everest , but an all-Pinay team as well after a few years! These real-life victories have been underscored with a sense of joy, achievement and pride.

We also have other characteristics that define us as a nation: the achievements of our inventors and artists. Through their creativity, originality, inventiveness, ingenuity, and innovativeness, they contributed in giving the country a sense of pride. Mr. Ramon del Rosario is the man we thank for the “karaoke”. Lea Salonga defined the title role of Miss Saigon on the West End and Broadway. Rafe Totengco conquered the hearts of fashionistas all over the world with his accessories, while Brillante Mendoza triumphed in Cannes for “Kinatay.”



And when it comes to putting our country in the record books, imagination and resourcefulness is what will see our culinary geniuses through this particular task: crafting 5,000 (yes, FIVE THOUSAND) dishes out of cheese to best the previous Guinness world record of 4,668 set by India.



Despite the devastation wrought by “Ondoy” and “Pepeng” we have demonstrated our gifts for networking and coordinating rescue and relief efforts through various media, giving hope to the many that lost their homes during the storm. In a similar spirit we are enjoined to come together as a nation and mobilize our gifts for creating, inventing and innovating –to showcase our Filipino food culture in 5,000 dishes as a unique, wonderful and utterly tasty experience. On December 14, we will gather cooking enthusiasts, culinary students, kusineros, chefs and foodies for one battle royale featuring cheese, with Kraft Eden products demonstrating their versatility in various dishes, from the savory to the sweet.

Enhanced with creamy and nutritious buttermilk taste fortified with Lusog-Sigla nutrients, Kraft Eden cheese is the choice for any woman who aspires to show off her flair, creativity and confidence in the kitchen. From simple snacks to sophisticated main courses, Kraft Eden cheese products can be relied upon to deliver great-tasting meals by making simple recipes extra special. Lending itself to a variety of dishes, the use of Kraft Eden cheese products is as limitless as the imagination of its user. And in the hands of some pretty creative people from various culinary backgrounds, December 14, 2009 is going to be one red-letter day as all these people work with each other in landing the Philippines in the record books with the most number of cheese dishes.

In a country that loves a fiesta, with various culinary traditions from many regions and 7,107 islands, where almost any snack worth enjoying can be improved with the addition of cheese: ensaymada, puto, bibingka, pichi-pichi –coming up with 5,000 dishes should be a piece of, well, cheese.

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