Thursday, March 18, 2010

Michael Flores Named As Spokesperson For GO TEXAN Watermelon Campaign

The Texas Watermelon Association will feature Michael Flores in their Texas television campaign.

SAN ANTONIO, TX. March 17 -- Renowned chef, author, and television personality Michael Flores was recently tapped by the Texas Watermelon Association to be the new face of the GO TEXAN Watermelon television campaign. The bilingual television spots will air May through September during the watermelon season and will be followed by a national campaign.

The Texas Watermelon Association is partnering with the Texas Department of Agriculture’s GO TEXAN marketing program to broadcast advertisements promoting Texas watermelons, with Chef Michael Flores as a spokesperson. After graduating with honors from the Culinary Institute of America, Michael Flores found success as a chef, author, culinary instructor, food consultant, and the owner of a specialty foods company. Michael has been a partner with the Texas Department of Agriculture’s GO TEXAN program, as well as a spokesperson for the National Dairy Association, Best Maid Pickles, MASECA, the Mexican Avocado Council, and Nature Sweet Tomatoes.

"I love the Lone Star State and truly believe and understand why ‘buying Texas’ is so important. I will create new recipes using Texas crops while showcasing them through various media outlets,” said Michael. “I've been developing new recipes, market buying, planning a watermelon media tour across the state, tying in the sweet summer fruit to various Texas festivals and taping commercials. I can't wait for my fellow Texans to see how Texas watermelons shine."

"Broadcasting Texas pride just makes sense," Agriculture Commissioner Todd Staples said. "This partnership between the Texas Watermelon Association, the Texas Department of Agriculture and Chef Michael Flores promotes local products in innovative ways and is an excellent example of how three groups with a common goal can unite to spread the same message: GO TEXAN when you want fresh watermelons."

Watermelon production in Texas ranks 3rd in the US and is a major source of income for the Texas economy, pulling in about $160 million. The GO TEXAN Watermelon television campaign is a first for the Texas Watermelon Association. The cities targeted make up 90% of the television viewers in Texas. The campaign will hit San Antonio, Dallas, Houston, Austin, the Rio Grande Valley, El Paso and Waco.

About Michael Flores
Michael Flores has taken a childhood passion for cooking and turned it into an evolving lifelong profession in the culinary arts. Despite his formal training at the Culinary Institute of America, Michael focuses on providing simple solutions for encouraging families to get back to the table. For more info on Michael Flores, visit or contact Richie Matthews, DiálogoPR at (858) 456-5552 or

For more information about the Texas Department of Agriculture’s GO TEXAN program, visit

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