GMCR Canada has signed a series of endorsement agreements for its Van Houtte coffee brand. The company has signed four spokespeople who will be associated with the brand in different parts of the country. The Ontario endorsee is James Chatto, author, food critic and head judge for Gold Medal Plates. In Alberta the company has signed Kelly Doody, a writer and owner of a public relations firm. In British Columbia the company has signed chocolatier and pastry chef Wendy Boys, owner of Vancouver-based dessert and chocolate company Cocolico. The Quebec endorsee is Marc-André Royal, chef and owner of restaurant Le St-Urbain and catering firm La Bête à pain. Each will participate in various branding events as well as social media activities and blogging. "By acting as personalities for the Van Houtte brand, our ambassadors can share their expertise and passion for coffee based on their respective visions and professions," said Isabelle Pasquet-Geairon, marketing vice-president at GMCR Canada. "This will give consumers yet another way to get more out of their coffee culture. This initiative is in keeping with our innovative process that has led to a revamp of our visual identity and the launch of our Coffee Profiles."