pssst . . . MasterChef, USA, and Thermomix

Timing is everything. And when a marketing machine like MasterChef revs its engines to enter an expansive new country full of possibilities, maybe… just maybe… you’d want to be putting your product on that bandwagon.

Nobody asked, but I’m just sayin’ — if I had my finger on the button that could put Thermomix into the MasterChef USA kitchen, I’d do it in a flash.

We already know that MasterChef Australia is a powerful marketing tool, not just for endorsing products but also for supporting the art of, and the fun of, and the many rewards of — cooking. Yesterday, a Thermomix fan drew my attention to an article in The Australian which compares the MasterChef phenomenon in Australia to — of all things — the Harry Potter craze.

It goes further, to mention the direct link between rampant Thermomix sales in Australia and the MasterChef series, in this quote:

Grace Mazur, managing director of Thermomix in Australia, said sales of the little-known appliance that “does everything” were up 120 per cent year-on-year after MasterChef host George Calombaris used it.

“Easily 30 to 40 per cent of sales this year would be due to MasterChef,” Ms Mazur said.

Exposure to products through television goes a long way toward generating curiosity but a genuine interest in Thermomix occurs almost instantly when cooks of all levels are witness to its unprecedented functionality. You can see this occur on the MasterClass video (5:02 mark) when Chef Darren Purchese reveals Thermomix-powered candy to a group of impressed students.

Thermomix fans around the world will rejoice if Vorwerk, the German manufacturer of Thermomix  heeds the insights provided by this article. If Thermomix is introduced to US soil at this time, using MasterChef USA as a vehicle, the company will secure a solid foot-hold in an expansive new market. This would increase Thermomix’s chances of becoming a household name throughout North America, an area which is underdeveloped for the company.

Nobody’s asked me, but that’s how I see it.

Want more?
click for:
The Australian: MasterChef sparks Coles sales surge
click for: Will We See Thermomix on Masterchef USA?

See 20 comments from people who cook with Thermomix:

  1. Mara June 23, 2010 at 12:42 pm #

    Totally agree, Helene. Here’s one question I was hoping you might be able to answer to me. Do you know how long Thermomix has been present in Australia and/or Canada? We’re selling it pretty well in here but so far “pretty good” means 30 or so in 20 days. We expect that once the happy owners show it to their friends it will start going faster, but still I’m curious about how it went in those two countries which, I believe, are the two most recent to have the Thermx because the spanish experience isn’t really something I can apply here.

  2. ThermomixBlogger Helene June 23, 2010 at 10:53 pm #

    How exciting to be starting a distributorship in a new country like Chile! Consultants and distributors from other countries tell me that selling Thermomix is always such a fun experience. Thermomix is also selling more these days in Malaysia, New Zealand, Ireland, Poland, Russia. And of course, there are new visitors from Chile coming to this blog each day ;)

  3. A Canadian Foodie June 25, 2010 at 6:26 am #

    I totally agree with you, too…. hmmm… would somebody give their set a machine?

  4. ThermomixBlogger Helene June 25, 2010 at 1:04 pm #

    Hi Valerie; Yes — if Vorwerk wants to open up new markets, that would have certainly been a good idea! But as taping for MasterChef USA season 1 is now complete, we’ll just have to wait and see what appears on our screens ;)

  5. Belen June 30, 2010 at 10:13 pm #

    hola mara yo soy monitora de thermomix en españa espero que os valla todo muy bien es España la verdad thermomix es un exito creo que hemos ganado a todos los paises en ventas pero si que es verdad que se esta notando la dichosa crisis , y como bien tu decias lo mas importante y como consego personal te digo que cuides mucho a tus clientes que los mimes que ellos son los mas te van a ayudar a vender haz.les seguimientos pideles referencias de amigos que seguro que todo ello te ayudara muchisimo un besito una compi española

  6. ThermomixBlogger Helene June 30, 2010 at 10:32 pm #

    Hola Belen: Gracias por dejar un mensaje a Mara en español, espero que ver esto! beso a usted!

  7. Mara July 1, 2010 at 10:43 am #

    Un millón de gracias Belén. Veo que también te pasas por este blog, para mi gusto es de los mejores de Thermomix que hay en TODO el mundo. A nuestros clientes los tenemos super “regalones” como dicen aquí porque son poquitos (ya unos 40). Espero que podamos seguir cuidándolos.

  8. ThermomixBlogger Helene July 1, 2010 at 12:50 pm #

    Thank you for your kind words — I’m so pleased that you come from far away to enjoy this blog! Hello to all our Thermomix friends in Chile AND Spain too!

  9. Alice July 23, 2010 at 8:21 am #

    Hi Mara. I am the distributor for South Africa and we are also “babies” in this buisness and selling the thermomix. Your figures sound good if its still early days. We are also doing similar sales to you, and hope to double them next yera, through Belens advice-look after your existing customers and they will grow your buisness! Back to basics!!!
    It is great fun doing this and building this brilliant product into all SA homes! (and Chile homes of course!)

  10. ThermomixBlogger Helene July 23, 2010 at 8:43 am #

    Hi Alice – I’m so happy to hear a Thermomix voice from South Africa! It might interest you to know that yesterday we had visitors to this blog from Cape Town, Johannesburg and Botswana but also from Kenya, Zimbabwe, and Ghana ;) (The word about Thermomix is spreading for sure…)

  11. Mara July 23, 2010 at 1:32 pm #

    Hello Alice, it’s great to learn about other people who are selling Thermomix and it’s even better (for me) to see that you’re pretty much in my situation. Our costumers are really pampered, I think. Sometimes this business goes really slow and then suddenly you don’t have enough hours in a day to show your baby to everyone who’s requesting it. Still, these days it’s winter holidays in Chile (2 weeks off school) so I have both my kids home and being 7 months pregnant I can’t really go out that much so I’m more focused on recipe developement which, by the way, is a blast with a bimby, I just love it.

  12. Therese Strydom May 22, 2011 at 2:28 am #

    Hi , I am from Johannesburg, South Africa, and have just bought the most fantastic machine ‘Thermomix’ I absolutely love it, I would like to see more tipical South African recipes, anybody who can help me on this request, as soon as I have tried and tested one of my own favorits , I will post it here.

  13. ThermomixBlogger Helene May 22, 2011 at 6:35 pm #

    Congratulations Therese, on buying, using, and having fun with Thermomix in South Africa! (Even though a few people from South Africa do read this blog, yours is the first comment from there and I’m excited.) I look forward to seeing what recipes we will discover from your part of the world, yipee!

  14. Alice July 5, 2011 at 6:51 am #

    Hi Therese and Helene

    The great news is that we are busy with the SA basic book and its jam packed with South African yum recipes! It should be completed and printed by year end!!!!!

  15. ThermomixBlogger Helene July 5, 2011 at 5:28 pm #

    Thanks for this good news Alice. I’m thrilled to know there is a new cookbook in the works with your regional recipes in it. I’m sure I’m not alone in wanting to learn more about how Thermomix is used to create South African cuisine. I love my Thermomix cookbooks as each one has taught me something special.

  16. Lisa September 22, 2011 at 6:52 am #

    Hi, I’m from Pretoria South Africa and would like to know from my compatriots where to obtain a Thermomix??????

  17. ThermomixBlogger Helene September 22, 2011 at 3:11 pm #

    Oh Lisa, so many people come here to find out about how to buy Thermomix, and because I don’t sell the machine, I’m not authorized to help in that regard. Just as I tell all the others who ask, you will get help by going to the manufacturer’s website and searching for the distributor who is closest to you. You’ll soon have a Thermomix!

  18. Jenny April 8, 2012 at 4:08 am #

    I have a thermomix which I bought in Australia and love it. Recently I wanted to get friends and family to buy one in South Africa when I was there on holiday but just could not find out the price there. Why is it such a secret? It can’t be more than I paid for it in Oz which was $2000. Can someone please tell me the price in Rands. Thanks.

  19. Lynne October 14, 2012 at 2:45 am #

    I have just returned to South Africa from a visit to Australia where my daughter-in-law has a Thermomix. I too am trying to find out the price – I hope it is not a case of “if you have to ask you can’t afford it!”

  20. ThermomixBlogger Helene October 14, 2012 at 10:13 pm #

    Hi Lynne — this page might help shed some light, though there is nothing about SA listed there yet, it still gives a good indication. Happy Thermo-hunting ;-)

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