FSR March 2023

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ON THE GO

The Chef and the Fridge

VIVIAN HOWARD RECENTLY LAUNCHED “SMART REFRIGERATOR EXTENSIONS” OF HER FLAGSHIP CONCEPT.

VivianHoward’s new venture expands her market reach and offers betterwork-life balance. BY NICOLE DUNCAN

Described as “smart refrigerator extensions” of her f lagship concept, Chef & the Farmer, the offerings are a far cry from the coffee and tuna sand wich–slinging automats of yore. The selection rotates based on the season and available ingredients. Over the holidays, options ranged from appe tizers to desserts, breakfast to dinner, with dishes like Party Magnet Cheese ball, Does Not Disappoint Breakfast Casserole, Sweet Potato and Turkey Shepherd’s Pie, and Chocolate Candy Cake Cake. “Part of what is so appealing about the model is its scalability. It made sense to expand to larger cities within driving distance of Chef & the Farmer,

 VIVIAN HOWARD

where we produce the food for the fridges,” Howard says. “After expand ing across Eastern North Carolina, the [Raleigh-Durham] Triangle was the obvious next step. People have been so enthusiastic and supportive. It’s not uncommon for the fridges to sell out several times a day.” Before the Great Recession, most chefs didn’t venture beyond a restau rant’s four walls. But the economic fallout triggered a much-needed shift

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VivianHoward is ready to cool it—lit erally. Last summer, the award-winning chef, restaurateur, cookbook author, and television star launched Viv’s Fridge, essentially a refrigerator vend ing machine, and in less than a year, it’s grown to seven locations across North Carolina, with two more debuting soon.

GAUGE ICON: ADOBE STOCK / EMIL’. BAXTER MILLER (2)

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MARCH 2023

INDUSTRY-WIDE ISSUE