Haas Newsroom

October 6, 2011


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Creative Chef Ferran Adriá whets the appetite of Berkeley MBA students with a taste for gastronomic innovation


The San Francisco Bay Area is well known for its wealth of innovation from new technologies to cutting-edge cuisine. As a result, the Haas School of Business at the University of California, Berkeley has been selected as the only West Coast business school to participate in the "Ideas for Transformation" global MBA challenge competition sponsored by the elBulliFoundation and Telefónica, Spain.


The elBulliFoundation is the brainchild of Ferran Adriá, the former head chef of the famed elBulli restaurant in Roses, Spain. The New York Times described Adriá as "the dean of molecular gastronomy, the Catalonian chef who uses his kitchen laboratory for creations like liquid ravioli; caviar made from olive oil; an elliptical olive that is pure liquid; pine cone mousse; ravioli of cuttlefish wrapped around coconut milk; and Parmesan snow." After elBulli closed in August, Adriá decided to create a "pioneering centre for gastronomic creativity and innovation."


"The competition is not just about food and innovation but also about utilizing new media and technology in realizing Mr. Adriás vision. I think Haas students will deliver in all of these areas," says Julia Min Hwang, executive director, the full-time Berkeley MBA Program. During the competition, three-member teams will work to develop strategies and models to guide the elBullifoundation launch in 2014. All finalists will travel to the elBullifoundation in Costa Brava, Spain. The winning team will win 10,000 €. Berkeley Haas is among five world-class business schools participating in the competition including Harvard, Columbia, ESADE, and London Business School.


Mr. Adriá will introduce MBA students to the competition and conduct a "master class" in cooking innovation on Tuesday, October 11, 6:30-8 pm, Andersen Auditorium, Haas School of Business.


Reporters are welcome; please make prior arrangements to attend the event or to interview Mr. Adriá.



Pamela Tom

(510) 642 - 2734