Rīgas Dzirnavnieks invites everyone to restore the culture of beautiful food preparation and joins artist Elita Patmalniece in creating a line of designer aprons
A survey conducted by AS Rīgas Dzirnavnieks and Mindshare showed that of all inhabitants of Latvia only 8% put on their aprons when preparing food. Moreover, 60% do not use any apron at all, and 33% put it on occasionally. It ought to be mentioned that not even as long as a few decades ago, the apron was an integral part of food preparation culture in every kitchen. This only assures us that our hectic and busy society pays less and less attention to the very process of meal preparation and serving.
Therefore Rīgas Dzirnavnieks is declaring a Month of Beautiful Food Preparation and teaming up with Elita Patmalniece to create a line of designer aprons, inviting society to remember the beautiful culture of food preparation and establish it in their everyday lives.
The apron collection by Elita Patmalniece was presented in a special workshop
Rīgas Dzirnavnieks and fashion designer Elita Patmalniece have started this project together and for the first time created an apron collection with distinct designs for men and women.
Elita Patmalniece: Everyone who eats at home knows that while preparing food it is necessary to have a good mood and nice thoughts. Thus, what could be more suitable for cheering yourself up than a fashionable apron which makes cooking more fun, and can probably create some extra inspiration to prepare something special.
Aprons of this distinct design are created in a limited amount, and you may get them if you participate in a lottery that is a part of the promotion activities of Hercogs flour mixes. Advertising will be launched on May 15, 2012.
The aprons were first presented to the public during the Hercogs food preparation workshop on the premises of Rīgas Dzirnavnieks. In preparation for Mother’s Day, Edgars Grāvītis, master baker for AS Rīgas Dzirnavnieks, together with such public figures as Gundega Skudriņa, Evelīna Kovaļevska, Marta Selecka and designer Elita Patmalniece, organized a food preparation workshop in order to promote home-made meal traditions, give practical advice and encourage people to surprise their mothers with delicious, home-baked products on Mother's Day. This time, the workshop did not only include preparing meals, but also promoting and making people think about the culture of beautiful food preparation.
Rīgas Dzirnavnieks declares the Month of Beautiful Food Preparation
Edgars Grāvītis, master baker for Rīgas Dzirnavnieks: “In baking, not only the result is important, but also the very process of preparation. Unfortunately, because of the great haste and pace of life we tend to forget this pleasing process and concentrate only on the result. Still, beautiful food preparation culture has its deep roots in tradition, and the apron is its symbol. Therefore we declare May to be The Month of Beautiful Food Preparation, during which we will invite the society to remember these beautiful traditions of food preparation and serving.”
AS Rīgas Dzirnavnieks is one of the largest grain processing companies in the Baltic States. The company produces and sells grain products – all types of wheat and rye flour, flour mixes, flakes, rolled grain and groats for industrial consumers, as well as products in small packages for individual consumers under the labels Hercogs, Herkuless and AXA. The company is a part of the Lantmännen group.