Mario Batali’s empire seems like it’s always on the rise. From numerous restaurants, TV and online shows, kitchen equipment, and his charitable foundation, this culinary master seemed to have covered all of his bases. Now, he’s taken a further step to showcase the culinary arts with the launch of a new production company called ccMF Productions, which will look to create food and lifestyle content for millennials.
Batali is starting up ccMF productions via partnership with OgilvyEntertainment, the branded content division of ad agency Ogilvy & Mather. Batali’s other production company, Via Alta Productions, which was responsible for Batali’s latest series, “The High Road,” is also involved in the effort.
As far as ccMF’s programming is concerned, Batali described it to Adweek as “relatively progressive, but…not preachy.” Batali continued, “We’re interested in all the details, whether it’s climate change, overfishing…How the world affects what we do, how we do it, how we enjoy it, and how healthy, delicious and nutritious things can be.” ccMF’s programming promises to focus on food production and what humans bring into this cycle.
The millennial demographic will be targeted by featuring young talent in ccMF-produced programming, including YouTube celebs, newer chefs, and bloggers — Batali will largely remain outside the camera’s view. Furthermore, many of the shows will be made to fit on smartphones and will be available to watch online.