Australian Tv Shows

LYNHURST, N. J.-Food Network and cookbook author Rachael Ray signed on to endorse a line of Australian-made knives by Furitechnics Pty. Ltd.

Distributed by Fagor America, Füritechnics Pty. Ltd. struck up a deal with Ray to endorse its cutlery line. Fagor America Inc., Lynhurst, N.J., is Füri's U.S. distributor.

Known for its line of pressure cookers, Fagor, with offices here, began distributing the Australian knives in 2003, explained Jennifer Park, special events and communications manager for Fagor. It is the first time the cookware manufacturer has distributed another company's kitchenware product, said Park.

Although the company has experienced some success reaching chefs, the Australian knife company found targeting the mainstream cooks of America more difficult, but the endorsement deal with Ray has buoyed interest, noted Park.

"This endorsement deal has put us on the map," she said. "Getting Rachael Ray on this team helped increase our visibility."

Füritechnics heard Ray was a fan of the Füri Tech Edge sharpening system and Fiiri East/West knives, so Furitechnics approached Ray about creating her own signature knife and sharpener.

The first products to launch were RR Coppertail East/West Knives which were shipped to specialty retailers and department stores May 1.

The RR Coppertail East/ West Knives were sold exclusively at Sur La Table stores and through catalogs for the month of April after being introduced at the International Housewares Show in March.

The Füri Tech Edge sharpening system, introduced to the foodservice trade in 2004, is available now, and Ultragrip Knives will roll out to retailers in August.

The Füri RR Ultragrip knives feature a rubber handle in orange-Ray's favorite color, according to a prepared statement. The Füri RR East/West Coppertail knives are a step above original Furi East/West knives.

On her Food Network shows, Ray has been seen wielding a Wüsthof santoku knife. But in March, Ray began using the Füri East/ West knives and the Tech Edge sharpener in her series, 30 Minute Meals.

Füri knives and sharpeners sell in kitchenware retailers such as Macy's, Sur La Table, and online through Amazon.com. The complete three-stage Tech Edge sharpener sells for a suggested retail of $99.95.

The Füri 7-inch East/ West sells for suggested $69.95, and the 5-inch version for $49.95.

Copyright United Publications, Inc. Jun 2005
Provided by ProQuest Information and Learning Company. All rights Reserved

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