Minister's mission in Big Apple
New Yorkers are being urged to swap bagels for wheaten, soda or potato bread.
Enterprise Minister Jonathan Bell joined leading Northern Ireland chefs Stephen Toman of OX in Belfast and Ian Orr of Brown's Restaurant in Londonderry to launch the Northern Ireland Year of Food and Drink in the city.
"We know that by their very nature, our fresh ingredients make Northern Ireland food more than a bit special," said Mr Bell. "Now is the time to let the world know just how good it really is and launching the Year of Food and Drink in the Big Apple is an important part of raising our international profile.
"We want to win the hearts of tourists.
"We want them to fall in love with Northern Ireland and we know that our food and drink can play a key role in making that happen."