27/03/2013 - 09:25

Mixing it in the kitchen

27/03/2013 - 09:25

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Mixing it in the kitchen
HOT PROPERTY: Grace Mazur says celebrity chef endorsement of the Thermomix confirms the quality of the product. Photo: Bohdan Warchomij

A GROWING interest in healthy food, mixed perhaps with the time-poor nature of modern families, has helped Thermomix celebrate its 100,000th sale in Australia.

The kitchen device has developed a cult following in just more than a decade on the market, becoming one of the country’s most sought-after appliances for its ability to chop, weigh, mix, blend, steam, bake and sauté anything from cherry crumbled cheesecake to mushroom risotto, and everything in-between.

Last year, Australians bought 38,000 of the appliances, giving the company $60 million in turnover, up 40 per cent on the previous year.

That’s impressive growth for a product you can’t find on the shelves of your local Good Guys or Harvey Norman store.

Grace Mazur, who brought the German-manufactured Thermomix to Australia in 1991, said the growth was driven not only by the quality of the device, but also through the company’s direct-selling method. 

Ms Mazur said an in-house cooking demonstration by a fully trained consultant was the first step to properly understanding Thermomix,.

“Customers need to see the product, feel the product and you need to see it to believe that it actually can do all those things and it is not a gimmick,” Ms Mazur told WA Business News.

Following the sale of the $1,939 appliance, customers are encouraged to interact with other Thermomix owners via the company’s website, which provides a forum dedicated to sharing recipes and cooking techniques.

Thermomix also holds regular cooking classes for owners seeking to brush up on their skills or find new ways of utilising their device.

That direct-selling method with a special focus on after-sales service has helped consultant numbers grow to more than 1,600, with a goal of signing up 500 more over 2013.

Ms Mazur said the momentum of recent years had also been bolstered by the endorsement of celebrity chefs, such as Gordon Ramsey and Adriano Zumbo, as well as the appliance’s regular appearance in the kitchens of cooking shows such as Channel TEN’s Masterchef.

“It is reinforcement of the brand and it happened naturally because a lot of chefs are using it in the kitchen,” she said.

“We didn’t even know it was going to be on Masterchef, it is just a standard part of the kitchen for them.

“Top chefs around the world are using it in the kitchen because it saves them time and it produces quality meals.”

 

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