MasterChef show cooks up sales

Kitchenware shops all around the country are having a boom time, thanks to the MasterChef effect.
In Tauranga, kitchenware businesses are seeing an increase in customers who are buying and it is as a direct result of popular television food show MasterChef New Zealand.
Table Pride team member Penny Lee said customers come in the day after MasterChef looking for utensils and equipment used in the show.
The popular food programmes were encouraging New Zealanders to be more adventurous in their kitchens, and as a result, they seek out specialist cooking equipment.
"We have more guys, all age groups even retired gentlemen, coming in. They usually come in for a particular item," said Penny.
The Table Pride team always watches MasterChef, the food channel and Good Morning on TV3, which always has a cooking segment. They note what equipment is used in preparation for customers.
Katharyn said people were quite particular, wanting good equipment, a choice of brands and to know how the equipment works. They were looking for specialised items such as pasta makers, tart tins and pizza lifters which sold out after a recent MasterChef MasterClass. "If we had a crystal ball or we knew what MasterChef was going to get its contestants to make, what kitchen equipment they would be using, it would be helpful but watching each week is just as exciting for us as it is for all viewers."
Penny said Kitchen Pride also supplies restaurants and catering companies and if they don't have the item in the shop they can usually get it in.
Culinary Council manager Andrea Todd reports the same. "Whatever cooking items are used on the MasterChef show, are the items people will come in and ask for the next day.
"Most times we have them but sometimes it is after the Australian show and the item is just not available here. But we try to get those items in for people.
"Sometimes it is an ingredient they're after. Our food store - Gourmet Trader [located next to Culinary Council] has a wide range of unusual and hard to find ingredients and we have noticed an increase in customers and purchasing as a result of the popular food show."
When pasta was featured on MasterChef they had inquiries about pasta makers and also about the 00 flour needed to make the pasta (Doppio zero is highly-refined flour, talcum-powder soft and higher in protein). Gourmet Trader had 00 flour in stock.
Andrea said she believed television food shows had increased awareness, shown viewers how to make different dishes and broadened their repertoire.
"It's not just the young people learning but older folk who have had meat and three vege for ages who are now expanding their skills all as a result of food television," she said.
"Last year preserving was the thing to do, now it's baking along with cake decorating.
"Customer numbers have increased, and they are purchasing more expensive items even though there is a recession.
"I think it is a combination of the television shows plus people now want good quality items which last rather than cheap throwaways.
"There are more men cooking, more people making meals from scratch - wanting to always know what is going in to a meal. There is certainly more entertaining at home. We are continually asked for tableware and for bigger cooking items - like roasting dishes."
Free-to-air television screens about 150 hours of cooking shows a week. MasterChef New Zealand is the most watched, with about 400,000 viewers.