In­ven­tive cooks bat­tle to mar­ket

The Gold Coast Bulletin - Play Magazine - - TELEVISION -

CHAN­NEL 10’s new cook­ing show Recipe to Riches aims to please and not tease view­ers by mak­ing the win­ning dish avail­able in supermarkets the next day.

Each win­ning home recipe will be on sale at Wool­worths supermarkets across the coun­try the day af­ter the show airs. Mean­while the am­a­teur cook who sells the most prod­uct will win the se­ries plus $100,000.

Recipe to Riches is de­rived from a Cana­dian for­mat, where 12 months af­ter the first se­ries aired, five of seven win­ning dishes are still in pro­duc­tion.

In the Aus­tralian ver­sion, each episode sees three con­tes­tants cho­sen from the 33 in to­tal, to make their home recipe dish in a com­mer­cial quan­tity.

Af­ter the ini­tial chal­lenge, one cook ex­its and the re­main­ing two mar­ket and road-test their prod­ucts be­fore a win­ner is an­nounced.

It’s not so much a cook­ing show but more a one-dish am­a­teur chef cook-off over who has mar­ket­ing and ad­ver­tis­ing nous.

Guid­ing and judg­ing the am­a­teurs are Car­man’s Fine Foods owner Carolyn Cress­well, ad­ver­tis­ing ex­pert David Nobay and chef Dar­ren Robert­son. The trio pro­vide feed­back on the food and of­fer sound sales and mar­ket­ing ad­vice.

The se­ries was taped months ago and about a mil­lion units of each win­ning dish is ready to ship to Wool­worths su­per­mar­ket in ar­eas where the show airs.

Recipe to Riches ex­ec­u­tive pro­ducer Stephen Tate, who ex­ec­u­tive pro­duced Ten’s Ju­nior MasterChef and Aus­tralian Idol, says the show re­ceived about 5000 on­line ap­pli­ca­tions for Recipe To Riches.

That num­ber was cut to about 250 for the fi­nal au­di­tions in Syd­ney.

‘‘We as­sessed for both va­lid­ity of their recipe and them­selves as a brand be­cause they were go­ing to have to be­come the brand ambassador for their recipe,’’ Tate says.

The first 11 episodes are self-con­tained chal­lenges where the win­ner not only has their prod­uct on the su­per­mar­ket shelves the next day, but also win $10,000.

Tate says the ul­ti­mate win­ner, an­nounced in the last episode, will be based on a for­mula, cal­cu­lated by an in­ter­na­tional ac­coun­tancy firm, in­volv­ing cash sales and the num­ber of prod­uct units sold.

A broad num­ber of cat­e­gories have been cre­ated such as Man Foods and Snack At­tack, for the con­tes­tants to com­pete in.

Recipe to Riches: De­buts Tues­day, 8.30pm and con­tin­ues Tues­days, 7.30pm, Ten, Ten SC.

A con­tes­tant with chef Dar­ren Robert­son

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.