This month, vegan company Field Roast Grain Co. announced a multi-year partnership with acclaimed chef Roi Choi—founder of the world-famous Kogi Truck and co-host of The Chef Show. Choi will be part of Field Roast’s “Make Taste Happen” campaign to inspire the culinary community to experiment with new flavors and encourage the use of plant-based foods. In addition to the new partnership, Field Roast is refreshing its branding for the first time since it was founded in 1997 with a new hand-drawn logo and packaging. Choi will help introduce Field Roast’s new brand identity and tell the brand’s story through a national advertising campaign in 2021 and develop new plant-based recipe ideas featuring its plant-based products, which include vegan roasts, meat slices, and Chao cheeses

“Field Roast has led the plant-based industry for more than 20 years, and this redesign represents the differentiated position we continue to pioneer in our category. We’re thrilled to bring consumers unexpected, indulgent flavors and to now inspire their culinary adventures with a trailblazing chef partner,” Dan Curtin, President of Field Roast’s parent company Greenleaf Foods, said. “Field Roast is proud to welcome chef Choi to our team as a friend and collaborator. His leadership in the ever-evolving food scene and his unique talent for blending culture, community, and culinary perfectly complements Field Roast. Together, we’ll help food-lovers explore more flavor adventures.”

Choi has been involved in a number of plant-based endeavors in recent years, including participating in the Eat Drink Vegan annual festival last year where he served vegan tofu tacos and burritos. The chef also serves a variety of vegan options at his newest restaurant, Best Friend, in Las Vegas. 

“Through my journey to eat more plant-based foods, I found Field Roast and really connected with their food and their philosophies. I enjoy how their food tastes, how it cooks, and its versatility. It’s rare when you can be a fan of a company and align with them professionally,” Choi said. “I am proud to partner with Field Roast. As plant-based pioneers, they’re committed to reimagination and putting good things out into the world. As a chef, it’s important for me to connect with people who genuinely care about what they do. As I’ve gotten to know the team at Field Roast better, I see what they are truly about—together, we’ll help people eat better and more sustainably.”