MasterChef Live stands filling up fast

Posted by Josette Dunn on 13th October 2010

Exhibitor and sponsor spaces for the first ever MasterChef Live event in Sydney this December are filling up fast with some of Australia’s top brands already on board including Coles, Jaguar, Tefal and Sunbeam.

The new live event will build on the power of the MasterChef brand with a Festival of Cooking and live theatre show to be held from 10-12 December at the Hordern Pavilion and Royal Hall of Industries at Moore Park, NSW.

The mouth-watering Festival of Cooking will allow visitors to taste some of Australia’s best produce, watch and learn from the best ever Chef line up. In addition to the festival there will be a live theatre show bringing together judges Gary Mehigan, George Calombaris and Matt Preston for sixty minutes of non-stop cooking action and entertainment, complete with celebrity guest chefs and some of the favourite MasterChef contestants.

For all types of producers, exhibitors and brands alike, a number of opportunities have also been made available to create exciting hands-on foodie experiences throughout the show, in various areas such as the Organic Market, the MasterChef Live Farmers Market, Cookery Schools, demonstration areas and retail stands.

Sydney Seafood School manager, Roberta Muir, said: “We’ve never taken the school offsite before as hands-on cooking is a big part of the school experience – so we’re very excited about participating in MasterChef Live where visitors to our onsite school will have the opportunity to not just watch seafood being prepared but to roll up their sleeves and have a go.”

Australian Certified Organic has also come on board as the event sponsor of the Organic Market where visitors can taste some of the finest Australian organic food and drinks from brands including The Veggie Lady, Organic Times, Four Leaf Milling, Pure Food Essentials and Eco Farms.

Holly Vyner, general manager of BFA Group (including ACO), said: “We are looking forward to endorsing the integrity of organic products on display within the MasterChef Live Australian Certified Organic Market, as well as working with leading chefs who support organic to provide an entertaining program at this exciting show.”

Makers of top quality sauces, dressings and mayonnaise, Birch & Waite, is one of the many exhibitors taking part in the festival. “Visitors to our stand will be able to unleash their culinary creativity with our Birch & Waite Master Dip Challenge,” says Jeff Schultheiss, general manager for Birch & Waite.

“Our premium award-winning aioli and whole egg mayonnaise are perfect dip bases. Visitors will have the opportunity to choose from a range of gourmet ingredients to mix with their Birch & Waite base and create their own dip to enjoy at one of the many eating areas” he added.

MasterChef Live is taking applications from companies and brands that wish to take stands or sponsor areas of the show. For further information about taking a stand or becoming a sponsor, email or visit

Stand prices start from $2,970 and there are a number of interesting integrated partnerships and sponsor opportunities.