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Chef Mario Batali Photo: MCT
Chef Mario Batali Photo: MCT
 
 

Israeli cooking application goes global

Kinetic Art startup joins forces with James Beard Foundation to produce digital vegetarian cookbook with recipes from 20 of America's leading chefs

Sagi Cohen
Published: 10.25.13, 14:11 / Israel Business

Young Israeli startup Kinetic Art has scored a major achievement: The Tel Aviv-based company will produce a vegetarian cooking application of 20 of America's leading chefs, including world-renowned restaurateurs Thomas Keller and Mario Batali.

 

Kinetic Art specializes in designing innovative cookbooks for Apple's iPad, including spectacular pictures, videos and even cooking timers.

 

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Earlier this year, Apple introduced the application as part of its advertising campaign for the iPad Mini, which led to massive exposure worldwide and some 250,000 downloads of the cookbook the company produced for chef Meir Adoni – within just several months.

 

Next year, the James Beard Foundation culinary organization will launch a cookbook with dozens of vegetarian and healthy recipes from the 20 top chefs in the United States. The application, called The Best of the Best, will be available for iPad, iPhone and Android devices.

 

The chefs taking part in the project include Thomas Keller (whose restaurants have seven Michelin stars together), Mario Batali (a leading celebrity chef in the US who starred in "Iron Chef"), Dan Barber (the chef and owner of New York's Blue Hill restaurant, Rick Bayless, Alice Waters and others.

 

The foundation, named after legendary chef James Beard (1903-1985), is known for the prestigious James Beard Foundation Awards, often called "The Oscars of Food," which honor the finest chefs, restaurants, cookbook authors and other food professionals in the US.

 

The big names involved in the organization's initiatives include American cooking and lifestyle guru Martha Stewart.

 

According to Mitchell Davis, executive vice president at the James Beard Foundation, "Kinetic Art developed the most spectacular and functional platform in the market for digital cookbooks."

 

The cooperation agreement between Kinetic Art and the James Beard Foundation was signed recently, marking a major achievement and first breakthrough into the international market for the young startup.

 

"This project opens many doors for us," says co-CEO Oran Huberman. "It's the dream of every startup company which engages in content and targets the American market. We are proud of the fact that they chose us as partners in such an exciting and ambitious project."

 

Huberman clarifies that as part of the agreement, a significant part of the content development and photographing of recipes will be done in Israel.

 

Kinetic Art was founded by former journalist Oran Huberman, Dudu Mimran and designer Ronen Mizrachi. The company's first application, Look&Cook, was chosen in February 2013 to star in Apple's billboard campaign around the world. The company currently has more than 250,000 active users.

 

 

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