Masterchef Australia – Hugely Influential Here And Abroad
Masterchef Australia judges Gary Mehigan and George Calombaris will be travelling to India as Tourism Ambassadors later this year to promote Australia as a holiday destination.
It just shows just how popular the show is in India and the impact it has on the increasingly important tourist market for Australia. Season Four started there mid-year.
The Herald Sun reports:
MasterChef Australia is surprisingly popular in India, so the Federal Government asked Mehigan and Calombaris to perform a series of cooking shows there.
Travelling in Italy yesterday, Mehigan told news.com.au: “It’s just quietly pretty cool that MasterChef Australia has made the original franchise a worldwide phenomena.
“We have a huge number of people tweeting us from India, and a number of Indian tourists visiting Fenix, [his award-winning restaurant in Melbourne] all because of the show.”
India is an important trading partner to Australia, said Mehigan.
MasterChef Australia was broadcast in India from the second season on the Star World network.
This also shows why Victoria was so keen to get the filming of the show to their State. It is a definite loss for Sydney and no more will there be those iconic shots of the Harbour Bridge or Opera House to tantalise the overseas viewers.
Masterchef’s influence does not stop there in a recent Power List of Food Masterchef Australia Executive Producer, Margie Bashfield was named number four.
The Power List highlights who is influential in the food industry in Australia. They write:
Nearly every chef, restaurant critic and member of the food industry The Power Index interviewed noted the impact of MasterChef on the way the Australians talk about and view food. When asked why our bookstores are over-saturated with cookbooks, iconic Penguin cookbook publisher Julie Gibbs replies: “We can happily blameMasterChef”.
Parents and teachers talk of children playing MasterChef at lunchtime and practising ‘plating up’. “The most positive thing that has come out of MasterChef is the influence the show has had on children,” says chef Kylie Kwong. Or, as Bashfield likes to call her, a member of “theMasterChef family”.
At least you know the catering would be good at that family reunion, with Bashfield reeling off Maggie Beer, Peter Gilmore, Neil Perry, Christine Manfield, Jacques Reymond, Shannon Bennett, Justin North, Guillaume Brahimi and Adriano Zumbo as other Australian chefs who have an ongoing relationship with the show.
But if Bashfield isn’t a foodie, who’s the one prompting increased sales of Kewpie Japanese mayonnaise and croquembouches?
It’s a collaborative effort. The food team and producers sit around the very same table The Power Index is perched at, brainstorming ideas on a white board: “Some that are dogs, some that are good”, laughs Bashfield.
Personally I would have put her higher than number three Neil Perry, apart from having better hair than him, she has reached into just about every Australian home. We have bought products related to the show, cooked recipes, bought magazines, gone to events and visited eating establishments of the contestants and chefs. This is not even counting the jobs created within the local economy.
Margie Bashfield and co have created stars, new businesses and media identities. Also the judges and guest chefs have had their profiles increased exponentially because of exposure they have received. You cannot buy advertising like this.
It should be noted that George Calombaris and Matt Preston were in the top 25 of this list due to their involvement on the show.
If there was a Hall Of Fame for television programs this one deserves to be one of the first to be inducted in it.