Kenmore Teams Up With the World Food Championships


The World Food Championships (WFC) announced today Sear’s iconic appliance private brand Kenmore as the Official Kitchen Appliance of the 2015 competition. For the third year in a row, Kenmore will provide appliances and equipment that is trusted to perform at the highest level to empower more than 500 champions as they compete at the World Food Championships, which will take place in Kissimmee, Fla., Nov. 3-10.

wfc-main-logo“Last year, hundreds of competitors were able to display their culinary magic thanks to the appliances and support provided by Kenmore appliances,” said Mike McCloud, president of the World Food Championships. “This is an incredible relationship with a world-class brand that performs extremely well under pressure, just like our event competitors.”

Kenmore first teamed with the WFC in 2013 as part of the Kenmore’s yearlong 100th anniversary celebration. Since then, Kenmore appliances have performed at the highest level of competition at WFC events under extreme conditions without malfunction. Home cooks and pro chefs using Kenmore appliances have created more than 1,000 championship recipes. This year, in addition to providing appliances for the competition, the Kenmore brand will expand its presence by providing:

  • A “Kenmore Kitchen” area open to WFC public attendees. It will host live cooking demonstrations using the latest Kenmore products and allow attendees to register to win great prizes during the event.
  • A competition arena for competitors;
  • A talent search for cooks of all types who could potentially represent Kenmore throughout 2016.

“Over the years, we’ve seen cooking and baking transform to become a competitive sport,” said Ryan Ostrom, Chief Marketing Officer, Kenmore, Craftsman, and DieHard. “The use of Kenmore appliances in the World Food Championships is a testament to the quality of our appliances and demonstrates our brand’s commitment to and reputation for ‘Trusted Performance.’

To stay in the World Food Championships chatter, visit, or Twitter (@WorldFoodChamp).

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.