★★★★★ 0/5

Russel Howcroft joins Recipe to Riches

TEN Executive General Manager Russel Howcroft will now take a regular on-air role.

13
Leave a comment

Screen Shot 2014-04-24 at 10.19.28 amAs rumoured, TEN Executive General Manager Russel Howcroft will now take a regular on-air role joining the second season of  Recipe To Riches.

The Gruen Planet panelist will join Carman’s Fine Foods owner Carolyn Creswell and talented chef Darren Robertson on the show that puts home recipes on supermarket shelves.

He replaces judge David Nobay who appeared last year.

The trio will present their recommendations to a representative of Woolworths who will make the final decision about which product will win.

The day after each episode goes to air, the winning product will be available on shelf in Woolworths stores for consumers.

“Recipe To Riches is a great format. It celebrates ideas, entrepreneurship, passion and the power of marketing. I am looking forward to meeting this year’s contestants and seeing if I can give them a hand with their success,” Howcroft said.

Recipe To Riches is a FremantleMedia Australia production and will return later this year.

13 Responses

  2. Sure Russel Howcroft was on Gruen exposing things in advertising, however even before he joined TEN, he thought partnerships with companies was great (think Coles My Kitchen Rules and MasterChef).

    Most times on Gruen, Russel would act like for things like that that he wished his company was behind setting it up, much to the mockery of the other panellists. This to me sits right up his alley and true to his character from Gruen and I think it will be a good fit.

  4. It’s not an engaging format at all.
    If you watch the first ten minutes of the show and then the last five minutes, you’ve got the show down pat. The middle of the show is basically the same, week after week.

  5. David – Do you know the contract terms of the winner, for example, how long Woolworths has exclusivity of the products?

    I wonder if they would be able to sell into Coles, IGA, and other places after a certain time…also curious to see what percentage of sales goes to Woolworths as apposed to the creator.

  6. In my opinion, the winner was chosen incorrectly.

    This shouldn’t have been about the number of unit sold but rather what the people who purchased the product thought…and whether they would buy that product again.

    I suggest the following change to the way the winner is decided: When you purchase the product you receive a unique code when you need to enter on a website, to try and avoid cheaters. You’re then asked a series of questions, such as Did you like the product?, Was it value for money? and the most important question Would you buy it again?

    It’s all fine and well people buying the product once but if they won’t buy it a second or third time then we won’t see that product (or company lasting on the shelves)

  9. I saw the Chocorn today in WW, and it was not in the chocolate isle. It was next to the discount rack and random variety products rack. You could easily have walked past and missed it. It’s still $7.99.

  11. “Recipe to Riches is a great format”…umm, not really Rus. It’s a glorified ad and marketing tactic to assist Woolworths move product, increase exposure and make money…you know, all those things you tried to expose and explain during your time on Gruen. And sorry, your interest isn’t in helping the contestants, it’s in helping both Ch10 and Woolworths make money.

    This kind of telly is dangerous in that it blurs the line between advertorial and programme whilst subtly treating it’s viewers like suckers…unlike the block and whatever rules which overtly promote brands whilst overtly treating it’s viewers like idiots.

    Both only support the fact that Australian primetime commercial TV is shamefully bad.

  12. I think this show needs a big name.
    Hopefully it finds more of a groove for season 2 – season 1 wasn’t bad it had potential but it felt maybe a little awkward and unpolished.

Leave a Reply