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Denevan created Outstanding in the Field in 2004, hosting 13 dinners around North America at which regional chefs cooked local ingredients. "Many people considered it an adventurous thing to do, but they didn't see it as an opportunity," he explains. "I saw the interest in food culture emerging. I knew it had potential as a business."

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LAST UPDATE: Sep 02 2009 | 9:09 AM ET
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