FROM SCREEN TO THE SHELF
NEW SHOW PUTS HOME COOKS TO THE TEST, MAKING AND MARKETING THEIR DISHES, REPORTS SEANNA CRONIN
T HE PROOFF IS IN THE PUDDING, AND THE POTATO BAKE IN TEN’S NEW SHOW RECIPE TO RICHES.
THE REALITY SERIES, BASED ON THE ORIGINAL CANADIAN FORMAT, GIVES HOME COOKS THE CHANCE TO TURN THAT BELOVED RECIPE INTO A NATIONALLY DISTRIBUTED PRODUCT. IN EACH EPISODE, THREE DISHES ARE CHOSEN TO PROGRESS INTO A FAST-TRACKED DEVELOPMENT PHASE WHERE THEIR CREATORS MUST PROVE THE RECIPE CAN WORK ON A LARGE SCALE.
THE TWO COOKS WHO SURVIVE THE LARGE-SCALE COOKING PROCESS THEN MOVE ON TO THE MARKETING PHASE WHERE THEY DESIGN PACKAGING, CHOOSE A PRODUCT NAME AND HIT THE STREETS TO CONDUCT MARKETING RESEARCH.
THE WINNING PRODUCT WILL THEN BE STOCKED IN NEARLY 900 WOOLWORTHS STORES ACROSS THE COUNTRY, READY FOR PURCHASE THE DAY AFTER THE SHOW AIRS.
“THIS IS NOT A REALITY COOKING SHOW,” SAID EXECUTIVE PRODUCER STEPHEN tATE.
“TT’S ABOUT INVENTION.
“THE SHOW CENTRES ON MANUFACTURING, MARKETING AND THE DISTRIBUTION OF A PRODUCT.”
THE 11 HEAT WINNERS WILL THEN ALL BE IN THE RUNNING FOR THE GRAND FINAL PRIZE, $100,000 AND A PARTNERSHIP WITH WOOLWORTHS.
“THE SALES OF THE PRODUCTS WILL DETERMINE THE WINNER,” tATE SAID.
“IT’S ABOUT WHO SELLS THE MOST PRODUCT IN THE SHORTEST AMOUNT OF TIME.”
DECIDING WHO GOES THROUGH ARE ¢ARMAN’S FINE FOODS OWNER CAROLYN CRESWELL, ADVERTISING GURU DAVID NOBAY AND CHEF DARREN ROBERTSON, WHO ALSO SUPERVISES THE HOME COOKS.
WOOLWORTHS’ GENERAL MANAGER OF CUSTOMER LOYALTY LIZZY RYLEY WEIGHS IN ON THE FINAL DECISION ON EACH HEAT WINNER.
TUESDAY’S DEBUT EPISODE SEES THREE VERY DIFFERENT “SNACK ATTACK” DISHES – POTATO BAKE, CROQUETTES AND BONELESS CHICKEN WINGS – PUT TO THE TASTE TEST.