CAA hopes its new division has the recipe for success. The agency announced today the launch of CAA Culinary, a full-service culinary marketing and hospitality branch. The unit’s top chef will be veteran talent manager Andrew Chason, who joins CAA from Vector Eats, a talent management agency he co-founded and that specializes in representing high-profile culinary personalities.

The CAA Culinary team will work to create new business opportunities for clients and the agency in such areas as TV, marketing, publishing, digital media, corporate consulting and sponsorship, licensing and merchandising, corporate hospitality and events.

“From the surge in popularity of high-profile chefs and food-based television to the explosion of culinary festivals around the world, food culture is as prominent in the zeitgeist as entertainment, fashion or sports,” Chasen said. “As food and chefs increasingly become a fundamental part of pop culture and consumers place a higher value on experiences, rather than material goods, we see tremendous growth opportunities in this area of business.”

CAA reps such renowned chefs and food personalities as Gordon Ramsay, Roy Choi, Duff Goldman, Christina Tosi, Tyler Florence, Curtis Stone, Ted Allen, Carla Hall, Richard Blais, Katie Lee, Graham Elliott, Nancy Silverton, and Michael Mina. All of Chason’s culinary clients will be joining him at CAA including Aarón Sánchez, John Besh, Amanda Freitag, Andrew Carmellini, Alon Shaya, Alex Thomopoulos, and Jonathan Waxman.