In a move that may harm fresh growers, Simplot Food Group has just announced the launching of a new website called ToHellWithPrep.com. The website and advertising campaign revolve around Simplot`s RoastWorks brand, to drive home the idea that a lot of prep work unnecessary.
The main feature at ToHellWithPrep.com is the cost-savings calculator in the "Wages of Sin" section, which lets foodservice operators compare the cost of using RoastWorks products to preparing comparable ingredients or sides from scratch. The site also provides a continually growing to-die-for recipe collection called "Divine Inspiration" created by Simplot executive chefs Mark Hill and Dianna Fricke.