‘Tu arrocero’, a name that means “your rice cooker,” is a relatively new but very popular paella restaurant and delivery and pickup service, for shareable plates. The company organized “Arroz de Verano” to announce the launch of an exciting new live cooking private event service for groups of more than 20 diners that will start in August.  Paella, of course, is an important dish to Valencians, and rice is at the centre of it. And Tu arrocero takes its paella and rice very seriously, focusing on proper, traditional preparation.

The paella competition brought together around 40 influencers from a variety of backgrounds – gastronomy, entertainment, or lifestyle to a luxury villa on the outskirts of Valencia to test their teamwork and paella skills. Tu arrocero provided all the ingredients to the contestants to make the traditional Valencian dish.

But they weren’t just competing to see who could make the best paella; they were also being assessed on their cooking skills throughout the process, such as the famous “paella flip” in the air, which, if executed boldly, would earn them more points.

The paellas were assessed by a jury of rice lovers: Álvaro Portolés, CEO of Tu arrocero; Jorge and Alexis from Jajajers; and journalist Iris Montoya. The winning team was led by @gioconda_ros and included Jaime Williams, @martapalmero10, @cartosgaitan10, @planesvalencia_, and @juristamoderna. Second prize went to the paella led by @mcamilopzv, while third place went to the team headed by @elcuadernodenyhil.

The event was hosted by the Jajajers, a group of comedians, content creators, and DJs, who played the music both during the contest and the subsequent afternoon social gathering. The event was sponsored by Mahou and Dacsa, with collaboration from Keik and their cheesecakes.

The celebration of Arroz de Verano coincided with Tu arrocero’s announcement of their new line of private cooking events. For groups of more than 20 diners, a professional rice chef will cook paella on-site. The proposal was led by Tu arrocero’s master rice chef and is designed for birthdays, Fallas presentations, family or friend gatherings, or corporate events. A private, convenient service delivered by a local favorite brand that is changing the rice market. The service is aimed at putting paella in the centre of important gatherings without the worry about preparing it, Tu arrocero brings paella to you.

“One of our missions is to make the consumption of traditional rice easier by offering maximum convenience and the freedom to choose where to enjoy the experience,” explains Álvaro Portolés, CEO of Tu arrocero.

About Tu arrocero (“Your rice cooker”)

Tu arrocero also plans to promote a line of business that follows the exciting rice-based competition model of Arroz de Verano, combining gastronomy, entertainment, and tradition. The event was a test pilot for a future expansion into rice cooking events. The business intends to expand the accessibility of paella for gatherings- but without compromising on the ingredients, preparation, taste, or tradition. Currently, the company operates two active stores (C/ Juan Llorens, 25 and C/ República Argentina, 13). With a third opening soon in Valencia in the coming months. Behind the brand are Álvaro Portolés, the current CEO of the company, and Fran Ceacero, co-founder of Tu arrocero, who joined forces in 2023 to make a difference in the current rice market.

The company has a diverse variety of paella options for all diners, including vegan dishes, meat, and fish in every traditional variety. The brand offers accessible, affordable, and delicious rice products cooked with excellence for your enjoyment. Their shops allow you to casually try delicious paella for lunch at an affordable rate, and their delivery and pickup service offers a real, convenient, and traditional paella experience without the hassle of collecting all the ingredients and preparing it. It’s a win-win!

Report by Bridget Callahan

Article copyright 24/7 Valencia

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