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Celebrity chef Chris Cosentino has been named the Shun brand ambassador and spokesperson for the Kai USA division of Shun cutlery. Cosentino will educate consumers about Shun cutlery and cooking in both traditional and social media campaigns as well as on blogs and in articles and special appearances. He also will collaborate with Shun designers on product development.

Cosentino is the executive chef and owner of Incanto Restaurant and Wine Bar in San Francisco, and of the critically acclaimed Boccalone. He is known for his role as a Food Network personality and as one of the world’s most sustainable and eco-friendly chefs. Cosentino is featured in the top-selling book “Coco,” in which 10 legendary chefs from around the world were asked to hand-pick chefs they thought to be the most influential, innovative and significant. Cosentino was chosen by Fergus Henderson.

The Shun brand partnership has been in the works for months.

“Chris is a perfect fit for us because of his love of food, passion for innovation and his drive to create the best food anyone could ever eat,” says Kurt Zanner, director of sales and marketing, housewares division, Kai USA, based in Tualatin, Ore. “He is not just a celebrity chef, but an authority on food and is highly regarded in the culinary world as an authentic chef with high standards. He believes strongly in the need for people to have quality equipment choices in the kitchen and has been a big fan of Shun cutlery for years.”

The KAI Corp., a family-owned company located in Seki City, Japan, celebrated its 100th anniversary in 2008. It is privately held and is run by Mr. Koji Endo, the third generation to run the company.