UPDATED: FremantleMedia and FremantleMedia Enterprises have picked up the format and licensing rights for Recipe to Riches, a cooking competition series from Toronto-based Temple Street Productions.
International rights to the show were negotiated with Temple Street Productions as part of its partnership with Capital C, a Canadian communications agency that is part of the multinational holding company MDC Partners. According to Temple Street, the Canadian rights remain with the prodco, its broadcast partner Shaw Media and sponsor, Loblaw.
John Young, managing director at Temple Street Productions, says that Fremantle emerged as the right partner because of its understanding of the branded content format, and adds that Gerry McKean, VP of factual at Temple Street Productions will be working closely with the global producer/distributor whenever needed.
“We are always there to fly in and help them with the show in other markets,” he says. “There will be an ongoing involvement with Temple Street.”
FremantleMedia will roll out the format worldwide through its network of production companies, while FremantleMedia Enterprises (FME) will represent the world licensing rights to the brand outside of Canada, working with the various production teams to integrate retailers and sponsors into the show, create and launch products with retail partners and develop brand extensions through social media and live events.
“For the viewer, it’s the first truly interactive food show; in Idols, you can buy and enjoy the music, in Recipe to Riches, the viewer can eat the winning recipe,” said Rob Clark, director of global entertainment development for FremantleMedia. “What could be more satisfying?”
David Ellender, global CEO for FremantleMedia Enterprises, remarked that the show had “huge commercial potential, particularly across sponsorship, consumer products, interactive and live events.”
The New York Times’ Stuart Elliott reports that James Ngo, director of brand acquisition and development at FremantleMedia Enterprises in Los Angeles, first saw a 30-second promo for the series during the Realscreen Branded Entertainment Forum in New York City last October.
In the original version of the series, which airs on Food Network Canada and Global Television, everyday Canadians are given the chance to have a family recipe sold in Loblaws stores nationwide as part of the grocery chain’s President’s Choice food line. Its second season is slated for this fall.
(With files from Val Maloney)