New Company Seeks to Shake Up the Economy with the Launch of Gourmet Salt Concept

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) September 7, 2009 --

CHICAGO, Illinois - September 6, 2009 – Undeterred by negative economic news, Beyond the Shaker, a Chicago-based company, recently launched an innovative gourmet food website and premium product line centered around unrefined salt. The company worked for over two years developing its product line and educational content. The company’s unique aim is to introduce home cooks to an extensive array of natural sea salts from around the world. In addition to educating consumers with blog articles and recipe ideas centered on the use of salt, Beyond the Shaker’s website -- http://www.beyondtheshaker.com/ -- offers an original line of chef-crafted gourmet blends that pair unrefined sea salts with premium organic, sustainable and locally-produced ingredients.

Christopher McVety, a self-proclaimed “foodie” and one of the company’s founders, first became interested in unrefined salts when he observed their debut in the dishes of several top restaurants in Chicago. Inspired by this gourmet salt movement, along with a trend toward the use of organic ingredients, Chris began to develop the Beyond the Shaker business model in conjunction with dozens of other Midwest business partners in food consulting, graphic design, product development and photography.

Part of the Beyond the Shaker strategy to differentiate itself from competitors was to formulate its premium line of salt blends in consultation with Executive Chef Eric Nittolo of the highly acclaimed Boathouse Restaurant in Traverse City. Michigan. Chef Nittolo is well known for his use of local and organic ingredients in the seasonal menus he prepares for his restaurant.

Each Beyond the Shaker blend is hand made by Chef Nittolo from premium ingredients. Nittolo remarks, “I approach the Beyond the Shaker salt blends like any other five-star dish I would proudly serve at my restaurant. No other gourmet salt company that I know of is approaching blended salt in the same way, and the quality and flavor distinction is striking.”

Beyond the Shaker’s Internet site, which went public in July, serves not only as a portal for purchasing unrefined salts and blends, but is also a comprehensive guide to the world of gourmet salt. Visitors will find detailed descriptions of different types of salt including cooking suggestions and recipes, as well as a lively blog entitled “The SaltScribe,” which is devoted to salt-related topics. Since its launch, Beyond the Shaker products have been purchased by several retail locations in the Midwest, and the company plans to continue expansion into niche gourmet food markets across the country.

ABOUT THE COMPANY: Beyond the Shaker LLC is a Chicago-based gourmet food company specializing in unrefined sea salts and salt blends that use premium organic and sustainable ingredients. The Beyond the Shaker retail website www.beyondtheshaker.com makes available for purchase over twenty different varieties of salt, including eleven original salt blends.

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