Let me explain to you how this works:
(a) Big food brand gets together with well-known chef.
(b) Chef creates recipes using said brand of food.
(c) Brand wants to demonstrate general tastiness of the recipes, so they get the chef to make lunch using some of same.
(d) Third parties get invited to said lunch to provide independent verification of the mouth-watering nature of the chef’s creations.
(e) Lunch is eaten, wine is drunk, everybody goes home happy, well-fed and well disposed towards the parties and the food involved.
Simple enough formula, really, and I got to see it in action up close this week, where the brand in question was Philadelphia cream cheese, the chef was Kevin Dundon (yes, he of the Zest! interview experience) and I was one of those well-fed third parties.