Shropshire-based HEART of ENGLAND fine foods (HEFF) is to launch the school near Birmingham, after signing a deal with premium German appliance brand Miele, and leading kitchen specialists Princess Design.
The move will see HEFF’s experienced team leading courses in a specially-designed kitchen on the second floor of Princess Design’s showrooms in Sutton Coldfield, equipped with top quality Miele appliances, including its top of the range steam ovens.
Karen Davies MBE, chief executive of HEFF, said: “This is another exciting step in the development of our businesses, which sees us working in partnership with two fantastic companies for the benefit of our members, which are all food and drink businesses, in eight counties across the heart of England.
“Using the best local food and drink on offer, amateur cooks will be working in one of the finest show kitchens in the UK, using the latest in kitchen technology and appliance design.”
The deal develops a long-established relationship between Princess Designs and Miele, which has previously run some of its Creative Living cookery courses from the Sutton Coldfield showroom.
The new cookery school will be called ‘The TASTE Kitchen in association with Miele’.
Dominic Worsley, marketing director at Miele, said: “This partnership will see up to 16 cooking enthusiasts at a time participating in courses at the new cookery school. We want to support local food and drink producers and this is just one way we can do this. And of course, those taking part are developing dishes in the beautiful Princess Design’s kitchen with its Miele steam ovens, which offer cooks a fantastic cooking result.”
David Sharp, director at Princess Designs, said: “We are known for our quality brands, innovative design and our levels of impeccable service, which is why we are delighted to develop this partnership with HEFF and Miele.
“Our second floor is home to our beautiful ALNO showroom showcasing the latest in German design, and featuring the latest Miele appliances, so we’re looking forward to it being the home for the new cookery school.”
Mrs Davies added: “This is the second major development for HEFF in recent weeks, with our move to Shrewsbury College confirmed for January. The relocation as well as the opening of the cookery school marks a new era of growth for HEFF, which is good news not only for the food and drink businesses which we represent but for the food and drink sector as a whole across the Midlands.”
A launch event is being held on December 12 from 4pm to 8pm, where visitors can enjoy canapés and drinks while watching an informal cookery demonstration. Gift vouchers and local food and drink produce will be on sale. Details of the courses and demonstrations, launching in January 2014, will also be available.
Anyone who would like to attend the event can register by visiting www.heff.co.uk or calling 01743 452818.
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