Frites X Sergio Herman

Frites Artois is proud to have three-star Michelin chef Sergio Herman join us as our Global Brand Ambassador. 

With over 30 years of culinary experience under his belt, the world-renowned chef and restaurateur knows more than a thing or two about frites. Since 2016, his Frites Atelier restaurants have shared his vision for the perfect artisanal frites across the world. This passion, coupled with our shared Belgian roots, makes our partnership a particularly meaningful one - helping us deliver on our proposition of 'the world's best beer and frites' in an organic way. 

Sergio brings his craft and creativity to our global menu as Executive Chef. This includes worldwide distribution of his signature frites, which he spent over five years sourcing and perfecting. Ours is a partnership that goes beyond profile - whether he's training chefs or helping us launch our restaurants, Sergio's inimitable touch helps shape our perfect pairing.