Inventive cooks battle to market
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