Business
L e s s on
Giada De Laurentiis
c e l e b r i t y c h e f a n d au t h O r
What’s your recipe for brand expansion?
“I don’t say yes to everything. In fact, I say no to
most things. I’m cautious when it comes to
choosing partners because I want to ensure that
our brands align. You have to stay true to who
you are. I learned that from my grandfather
[film producer Dino De Laurentiis]. He trusted
his gut, and I try to do the same when it comes to
my brand. That’s why I write my own recipes.
If I don’t write them, how can I expect to sell
you on the idea of making the food? The
primary message should always be, ‘This is who
I am,’ not ‘This is what I’m trying to sell.’”
De Laurentiis is the host of Giada at Home and Everyday Italian on the Food Network.
In September, she released the chapter-book series Recipe for Adventure, her first foray into children’s literature.
ILLuStratIoN By MeLINDa JoSIe
OctOber 2013 spirit
47
Table of Contents for the Digital Edition of Spirit Magazine - October 2013