Mr. Mattos calls for tossing the chicken pieces with pungent garlic, hot chili flakes and sweet fennel seeds.

WSJ: Ignacio Mattos's Fennel, Chili and Yogurt Roast Chicken with Parsley Salad | Slow Food Fast

Heinz is waging a new ad blitz urging people to add it to meatloaf and is encouraging its food-service partners, like Chili's, to use it in recipes for fish and chicken.

FORBES: Magazine Article