Welch's "Alton Brown"

What’s a chalkboard doing out in the vineyards in this spot (by The Via Group) for Welch’s Grape Juice? Helping to illustrate a mini-lecture by Alton Brown, who some viewers will recognize as a food scientist/celebrity chef/TV personality/author/etc. (Among other things, he’s host of a Food Network show called Good Eats.) Apparently he’s known for his chalkboard-assisted disquisitions on the science of food, and this makes him a highly suitable spokesperson for Welch’s as the brand positions its product as an aid to health.