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El Bulli chef and Telefónica spokesman doesn't use Facebook

March 23, 2011: 3:36 PM ET

Chef Ferran Adrià loves the Internet but is too busy to tweet.

Ferran Adrià is the head chef of El Bulli.

Image via Wikipedia

Spanish chef Ferran Adrià, the foodie favorite who raised the profile of molecular gastronomy at his El Bulli restaurant in Catalonia, stopped by Fortune Wednesday afternoon to discuss his new role as brand ambassador for telecommunications giant Telefónica SA. (TEF)

At first blush the Adrià-Telefónica alliance may seem incongruous--like a delicate fish paired with a hearty Zinfandel--but Adrià insisted that partnership makes sense: "When you wake up in the morning, you check the time on your mobile phone, you have breakfast, then you check the Internet to see if the world is still there," he said through an interpreter. "The first 40 minutes of the day are taken up by food and telecommunications."

As part of the multiyear relationship Telefónica will provide technology and R&D support to Adrià as he transforms  El Bulli, which is closing in July, into a new space called elBulliFoundation. As described by Adrià and Telefónica the foundation is part archive, part culinary academy--and all its projects will be made available for viewing via the Internet. More

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