The new face is that of celebrity chef and radio personality, Jenny Morris. Known as the Giggling Gourmet, Morris is one of South Africa's best-loved food personalities and joins the panel of Fairlady Test House judges, who have to try, taste and select the finalists in the Food & Wine categories.
In addition to Morris and independent tester Liz Webb, the panel includes editor Suzy Brokensha and speciality editors Robyn MacLarty (wine), Justine Kiggen (food), Sally Kramer (Test House editor), dieticians Lila Bruk and Kim Hofmann (health) and Tasneem Larney (consumer).
In addition to at least two to four speciality judges, chaired by the relevant Fairlady editor, Jenny Collins, editor of Your Baby & Your Pregnancy and Helen Schoer, editor of Baba & Kleuter, will judge the Baby and Children's category.
Another food-related enhancement this year is a new award for Best Food Blogger, voted for online by readers. "The internet and bloggers in particular have become so influential in our decision-making about food, from what to cook for dinner to which brand of dark chocolate to buy," says Kiggen. "It makes sense for us to give our seal of approval to bloggers who are of great service to consumers as a source of inspiration and through their fastidious approach to their work."
According to Brokensha, the number of entries last year increased by 164% from the previous year, and the number of categories more than doubled. "The dramatic growth in the number of entries is the most important endorsement we can get from readers and producers alike. After 48 years in this market, the magazine's stamp of approval is seen by our readers as a real statement of quality in a complex and heavily traded marketplace."
This year, the majority of new categories are health and wellness related, says Kramer. "The nine new categories represent our readers' growing interest in healthy and organic products. These areas are particularly fraught with confusion and, at times, misleading information, so our involvement of dieticians as additional judges as well as the care we take in product evaluation really means a lot to our audience."
Kramer adds that its readers are also expressing a greater interest in appliances, which speak to a healthy lifestyle. "It is likely that health grills, juicers and bread-makers will feature in this year's Awards. Related to this focus on health and being kind to the environment is an increased interest in white goods such as fridges and washing machines that are of good value, but use less water and electricity."
The awards are open to all FMCG products and entries will be processed through the online hub which provides users with consumer reviews, tips, information and trusted ratings on all things consumer.
"We also have a Readers' Favourites Survey - a reader competition attached to the voting process," says Brokensha. "The awards wouldn't be the same without input from our readers, who are actively using and experiencing the products every day. The competition acknowledges the critical value of word-of-mouth, which plays a major role in consumer decision-making."
The 2013 winners will be announced in the November issue of the magazine.
Log on to 2013 Fairlady Consumer Awards to enter.
