Aussie chefs seek boost from Joost

Stephen Withers
Wednesday, 30 May 2007 07:05

Your IT - Home IT

Bush seasoning supplier Vic Cherikoff and chef Benjamin Christie have set up the Australian Food TV channel on Joost.

"By broadcasting on a global platform like Joost, not only will our channel promote the wonderful tastes of authentic Australian herbs and spices as well as some non-indigenous Australian foods, it will also help small exporters through content inclusions and advertising featuring Australian - and New Zealand - products," said Cherikoff.

"There are predictions Joost will conservatively attract 25 million viewers by the end of the year and rise to over 100 million in short order, making it bigger than the Food Network in the USA," he added.

More than ten shows from the duo's 'Dining Downunder' TV series are already on the channel, featuring visits to various restaurants around New South Wales and Queensland, plus a seafood special filmed on Sydney Harbour on Australia Day.

Austrade's chief economist Tim Harcourt welcomed the Joost channel, saying it will put the spotlight on Australia. (Austrade is the Australian government's trade commission.)

"Vic and Benjamin's move into promoting authentic Australian ingredients and their contribution to a national cuisine through an entertaining, food-focused television show will provide tremendous opportunity for others," he said. 

"Australia's reputation for the quality and freshness of our food - the whole 'clean and green' reputation - has been an important reason why our national brand has been so strong in major surveys of international trade and tourism. Our food and our chefs are major ambassadors for the Australian brand which benefits all Australians."

Indigenous ingredients such as Kakadu plum, lemon myrtle and bush tomato have export potential. "We can educate the world about Australia using indigenous foods and differentiate our products on the world stage. This can be done by encouraging chefs, manufacturers and consumers generally to use uniquely Australian products. And there are huge opportunities for Aboriginal communities in the supply, processing and marketing of these traditional flavours as they move into the wider food, beverage, cosmetic, nutriceutical and infotainment industries," said Cherikoff.