Srg Sharpens Cutting-Edge Innovation Practice With Two New Key Hires

Sterling-Rice Group
Full Service
Boulder, United States
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SRG is deepening its capabilities in culinary strategy and innovation with the addition of chefs Dina Paz and Rosalyn Darling to its team. The new hires build upon and broaden the expertise and experience of the agency’s Culinary practice.


Classically trained chef Dina Paz has joined SRG as a Culinary Director. With more than 20 years of culinary experience, Chef Paz has a proven track record as a product developer and innovation manager, taking CPG and foodservice concepts from prototype through commercialization and launch. Chef Paz had been a key member of the SRG Culinary Council for more than 10 years before officially joining the internal team. She often showcases deep knowledge of food and beverage at world-class culinary trade shows on behalf of high-profile food and beverage companies. “Chef Paz has worked with us as a consultant for several years and has proven to be a vital team member, making her a natural fit for SRG when we decided to expand the depth of our culinary practice” said Mindy Jaouen, Managing Director of Innovation at SRG.


Also joining SRG is chef Rosalyn Darling as an Associate Culinary Director. Chef Darling, a practiced culinary research and development manager, started in culinary R&D at Pepsico’s Quaker Oats division. With a unique set of strategic marketing skills and a culinary degree, she brings a unique operationally minded perspective to SRG. Chef Darling is skilled at providing clients with solutions informed by the real challenges, guardrails and development hurdles facing big food businesses today.


“Through our innovation work with clients, SRG has delivered over $10 billion in incremental value to our clients’ businesses over the past five years,” explained Cindy Judge, CEO of SRG. “We continue to invest in building our culinary and innovation offering to help our clients stay ahead of trends and to apply new thinking to the innovation and commercialization process. Chef Paz and Chef Darling are crucial, key additions to our team.”


SRG’s expanding culinary team is an elite group of uniquely qualified chefs, culinarians and strategic culinary marketers with both advanced marketing and culinary skill sets. The agency’s culinary group works across the foodscape with CPG food, retail, foodservice and ingredient companies. The group runs extensive product innovation workshops for clients, introducing and educating them on the rapidly evolving food and beverage landscape. It conducts experiential culinary immersions to showcase street-level trends as they happen for fast-growth restaurants and food establishments around the world. The team helps create groundbreaking new products, including Starbucks’ Refreshers and Mac n’ Cheetos for Burger King. And through work with Avocados From Mexico, SRG is the agency responsible for putting the avocado in avocado toast.


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