Iconic Edmonds Cookbook Moves Into 21st Century

July 2, 2002

Tonight’s exciting television debut of the Edmonds Cooking School in 2002 signifies a successful straddle across three centuries for the Edmonds’ brand and the iconic Edmonds Cookbook.

A powerful 90-second programmette showcasing Goodman Fielder products and recipes from the Edmonds Cookbook, The Edmonds Cooking School comes 123 years after the Edmonds’ brand was first launched in 1879 and 95 years after the Cookbook was launched in 1907.

The Edmonds Cooking School is a unique, long-term marketing initiative for Goodman Fielder which will modernise the Edmonds’ brand and build on its popularity to ensure continued market growth and a very positive future for the company’s brands.

The name Edmonds Cooking School was chosen because Edmonds is a very well known and trusted brand. Seventy nine percent of New Zealand households have used the Edmonds Cookbook and 72 percent own one – more than the number of Kiwis who own a passport.

The show features well-known Kiwi television personality Jeanette Thomas as the front person and other high profile experts who will demonstrate and cook meals using Edmonds Cookbook recipes and Goodman Fielder products under a variety of themes such as Pasta and Rice, Easy Baking, Ethnic Meals and Barbecues.

Edmonds Cooking School followers will, every two weeks, be treated to a new, quick and easy recipe selected from one of the many Edmonds Cookbooks.

The show, filmed at a studio in Ponsonby, is expected to have at least 700,000 viewers Monday through to Thursday and as well as recipes will feature cooking hints and tips and a live audience.

“Goodman Fielder is very excited by this concept and we are confident New Zealanders will love the show,” says Goodman Fielder New Zealand Limited Managing Director, Ron Vela.

“The Edmonds Cooking School is a fantastic vehicle to show the country how good our brands and products are and how quick and easy the Edmonds Cookbook recipes are. The Edmonds Cooking School will modernise the Edmonds brand and make it more popular than ever. That popularity will carry through to all of our brands ensuring continued market growth and a very positive future for our brands.”

Tonight’s show featured a Penne recipe using Diamond Pasta and Rizzoli oil. The expert chef was Sarah Brown, a food writer and a former restaurant owner. Annabel White will feature during the Easy Baking theme for August.

The show will be supported in-store with monthly themes, displays and demonstrations and special Edmonds Cookbooks featuring recipes used in the show will be produced an distributed.

Released on behalf of Goodman Fielder by Porter Novelli New Zealand.

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