• by Karl Greenberg , March 31, 2011

Lexus is teaming with six top chefs for a new program called "Lexus Culinary Masters." The effort comprises a number of initiatives such as Lexus customer appreciation programs, charitable outreach, and multimedia productions.

Chefs Daniel Boulud, Michael Chiarello, Dean Fearing, Christopher Kostow, Masaharu Morimoto and Michael Symon

David Nordstrom, VP marketing at Lexus points out that Lexus has promoted the brand over the years with lifestyle and epicurean events. "We know epicurean pursuits are a passion point for our customers, and we have a well-established history of aligning with premier food and wine events, auctions, associations and institutions," he said, in a statement. "However, partnering with this extraordinary group of chefs is an entirely fresh approach."

He said the chefs will advise Lexus on new programs. The first appearance of the Lexus Culinary Masters team will be at the Fourth Annual Pebble Beach Food & Wine festival in late April, where Lexus is returning as a Presenting Sponsor. The automaker will have a venue on the premises called "Lexus Presents - Taste Perfection With Louis Roederer Cristal." There the chefs will each prepare small bites inspired by one of six tastes: sweet, sour, bitter, salty, spicy and umami.

The automaker will also host the first Lexus Presents--REMIX: A New Spin on Haute Cuisine with Champagne Krug at the event, where the chefs' fare will be paired with Krug champagne, with music from DJ Mom Jeans aka Danny Masterson.