By Taylor Owens CONTENT MARKETING DIRECTOR
Sponsored article
Before Big Sky PBR weekend is officially underway, New West KnifeWorks is inviting locals and visitors alike to gather around the cutting board for an evening that celebrates craftsmanship, great food and the lifestyle that connects them.
On Wednesday, July 15, from 5–7 p.m., New West KnifeWorks will host acclaimed chef, restaurateur, cookbook author, and two-time ”Top Chef” fan favorite Sheldon Simeon for an intimate poke-making demonstration. While guests will learn techniques behind one of Hawaiʻi’s most iconic dishes, the evening is about much more than knife skills. It’s a celebration of slowing down, cooking with intention, and bringing people together around food.
New West KnifeWorks partners with chefs whose approach to cooking reflects the company’s philosophy—one centered on craftsmanship, family, hospitality, and living intentionally. Rather than simply showcasing knives, the company hopes to inspire the moments those tools help create.
“When I first stepped foot into New West KnifeWorks, it didn’t feel like a knife shop, it felt more like an art museum,” Chef Sheldon said. “I get the most compliments on my slotted fish spatula every time I use it. I love how it feels in my hand, and it’s beautiful to look at.”
“Chef Sheldon embodies so much of what New West KnifeWorks stands for,” said Mike Milligan, VP of marketing for New West KnifeWorks. “He’s an extraordinary chef, but he’s also someone who brings people together through food, storytelling, and hospitality. His approach to cooking reflects the same values we build into every knife: craftsmanship, authenticity and creating memorable experiences around the table.”
The evening’s focus on poke is especially fitting. The Hawaiian word poke means “to slice” or “cut into pieces,” making the dish an ideal canvas for demonstrating the performance of these handcrafted knives. As Chef Sheldon prepares poke live, guests will have the opportunity to see firsthand how the right tools elevate both the cooking process and the final result.
“New West KnifeWorks knives are crafted to deliver exceptional sharpness, balance and control, allowing chefs to make clean, effortless cuts,” Milligan said. “Watching Chef Sheldon prepare poke will demonstrate how the right knife becomes an extension of the cook’s hand, making technique feel natural while elevating the finished meal.”
Guests will also have the opportunity to sample Chef Sheldon’s creations, meet the chef, have copies of his cookbook Ohana Style signed, and explore New West KnifeWorks’ collection of American-made knives. Throughout the evening, visitors are encouraged to handle the knives themselves and experience the craftsmanship behind each blade.
“When guests can watch an accomplished chef use our knives and then hold them themselves, they quickly understand that these aren’t simply beautiful objects, they’re tools designed to be used, enjoyed, and trusted for years to come,” Milligan said.
Slice Into PBR Weekend with Chef Sheldon Simeon and New West KnifeWorks tickets are available online.
