Droga5 boss David Nobay joins Ten’s Recipe to Riches

Recipe to Riches mentors: Robertson, Creswell, Nobay

Droga5 boss David “Nobby” Nobay has signed on to be a mentor in Ten’s new cooking series Recipe to Riches.

The show takes contestants’ recipes and turns them into products to sell through Woolworths supermarkets.

Droga5 is Woolworth’s creative agency, winning the work in a competitive pitch from incumbents M&C Saatchi in March.

Joining Nobay in the mentoring team will be Carman’s Fine Foods owner Carolyn Creswell and chef Darren Robertson, of restaurant Three Blue Ducks.

The three mentors will then present their recommendations each week to Lizzy Ryley, GM of Woolworths supermarkets, with Ryley making the final decision. The day after each episode goes to air, the winning product will be on the shelves, with viewers voting at the checkout.

The involvement of Woolworths will see the supermarket giant bolster its marketing as it competes with Coles’ lucrative deal with Masterchef, also on Ten.


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