Blog: CalMTA launches Chefluencer Strategy Pilot

As part of the research phase for the Induction Cooking market transformation idea development, CalMTA is working on a Strategy Pilot to test interventions and messaging that could be used to change public opinion and build awareness of induction cooking’s benefits. This pilot aims to learn from and build upon the Building Decarbonization Coalition’s (BDC) successful “Chefluencer” program, which uses experienced chefs to lead engaging, multilingual, culturally relevant cooking demonstrations using induction stovetops at live events.  

CalMTA is working with BDC to better understand how effective seeing and hearing about the benefits of induction are at changing ‘hearts and minds’ of prospective consumers through a series of Chefluencer events this fall. Lack of awareness has been identified as a barrier to market adoption of induction cooking.  

From August – October 2024, 10-15 such events will take place at farmer’s markets, community centers, and community learning events throughout California.  

Incentives are offered to participants for completing a post-event survey that will help CalMTA gauge their opinions on induction cooking and their likelihood of purchasing an induction appliance in the future. Survey results will be used to confirm the effectiveness of messaging approaches, with the results being shared publicly through a written report and a public webinar. 

The first joint Chefluencer event with BDC and CalMTA took place on Wednesday, August 21 in Richmond, California. About 70 members of the Alliance of Californians for Community Empowerment Action attended this Spanish/English bilingual event and learned about the benefits of induction cooking, watched the chefs work their culinary magic on a 120V induction range, and sampled the resulting cuisine.  

Above: Chefs Lisa and Kimberly (left to right) prepare food with induction cooking devices during a Chefluencer event.

Dates & Locations

Events are taking place in locations throughout California, with various formats based on the event type. Some events are invite-only. Dates and locations are subject to change.

• Sept. 28: San Francisco
• Sept. 29: Foster City
• Oct. 1: Brentwood (East Bay Area)
• Oct. 1: Morgan Hill
• Oct. 8: Bakersfield
• Oct. 18: Sherman Oaks
• Oct. 21: Little Tokyo
• Oct. 22: Studio City
• Oct. 24. San Diego
• Oct.24: Daly City
• Oct. 26-27: Napa

Follow CalMTA on LinkedIn for details and news about upcoming Chefluencer events.