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Sharp Thinking

Queensland mechanical engineer Mark Henry had the professional chef in mind when, as a student,  he set about developing a range of knives that were supremely functional and of such quality that they could withstand the rigours of Australia's busiest restaurants. They became so popular with chefs, they are now sought by home cooks as well.

“I developed the knives for working pro chefs,” recalls Mark. “As a young student with no commercial experience, I had no idea about retail. I just wanted to redefine the working chef’s knife and eliminate all those traditional old weaknesses.

“Chefs really liked the Füri knives from the beginning, then they talked about them, wrote about them in their food columns, at their cooking schools. Soon, the department stores were getting so many enquiries from consumers that they wanted Füri too. The demand was such that Füri was an immediate success, and quickly became Australia’s #1 premium knife brand.”

The best metal for the best blade

Most professional knives are produced in Europe, but Mark wanted to design a knife range that totally re-shaped the category. His first idea was to use high carbon Japanese stainless steel, noted for its superior durability and ease of sharpening.  For the best combination of sharpness and toughness, Mark specified the blade be between the thick, strong European style and the sharp, light Japanese style.

“I was determined to use a type of high carbon stainless steel alloy that was more like the old carbon steel knives than the modern European knives,” says Mark. “Without the complex metallurgy, that means Füri knives have the ideal combination for working chefs of a blade material that holds its edge a long time, but is also easier to sharpen than the more common CrMoV alloys used in German knives, and most Japanese knives today. I would love to use full carbon steel, like the famous old French chef knives that take such a sharp edge so easily, but the corrosion would drive everyone mad these days, so it had to be also stain-resistant! Not an easy combination of features, but we achieved it.”

Seamless design

The next crucial element was in the seamless construction. The blade and the handle are one, so there is no place for food to get trapped, and no rivets or plastic parts to fail. So not only does it look stylish, it is the ultimate in food hygiene and durability.

“I thought it was a bit silly that after 800 years of chef knife making, in the ‘90s we still had the same riveted handles, sometimes still with the same type of wood ‘scales’, or plastic more recently,” says Mark.

“My chef friends and I all had knives with handles that had split wood, lots of gunk in the gaps, rivets missing, melted plastic, etc. I worked on a way to make the blade and handle into one seamless piece, while still keeping a hollow cavity in the handle for the correct balance.

“Nothing beats this construction for hygiene and durability, particularly when combined with our tough steel and strong blades.

The Iconic handle

What also raises Füri above its competitors is its innovative handle design. The iconic reverse wedge shape means the handle locks into the hand for a safer grip, which helps reduce hand fatigue, and reduces repetitive strain injuries.

“While I was still at university (QUT) studying my mech engineering degree, I put some research into the forces involved during the most repetitive and heavy cutting motions chefs use,” explains Mark.

“It became quickly evident, to me, that the traditional handle shape (basically the same for 800 years) was opposite to what it should be. The traditional taper which becomes narrower toward the handle actually encourages hand slip toward the blade. Then I realized why nobody cut themselves, even with wet/oily hands: the brain automatically compensates for any small slip by making the hand squeeze tighter on the handle to produce more friction and grip.

“That means fatigue for chefs  in the short term, and arthritis, carpal tunnel and other problems in the long term The Füri reverse-wedge handle actively reduces this slip by becoming thicker toward the blade, in the direction that counts, so that less hand squeeze is required for the same cutting work. This means less fatigue and less hand problems for chefs, or anyone with sore hands.”

Füri’s innovative design elements and materials result in knives of the utmost quality and are the reasons Füri is the knife of choice for chefs around the world. TV chef and restaurateur Kylie Kwong is a Füri brand ambassador, while Nigella Lawson is also a big fan.

Füri knives are ranged in all major department stores and independents around the country. For more information visit furiglobal.com

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Wine
Marketing Wines to Millennials
In the Jul/Aug issue of  Selector  we ran an interesting feature on labelling wine bottles aimed at the millennial market. Millennials are people born after 1980 and who are so termed because they hit maturity at the turn of the millennium and beyond. Not only is this generation cashed up, brand savvy and wine knowledgeable, they are about to overtake baby boomers (those aged 55+) as the biggest consumers and buyers of wine. Therefore, they are vital to the future of the wine industry.  Marketing to this generation is a world away from traditional marketing.  In the feature, we referenced a California State University study that found millennials prefer wine labels that are brightly coloured, less traditional and more graphically focused. Hence, you may have noticed a swag of wine labels that are more expressive, artistic and almost graffiti-like in nature.  Of course, all that is fine for new and emerging wine brands on the market. But how can established producers whose labels speak of consistency, reliability and trustworthiness also appeal to the millennial market?    Hunter Valley  wine producer  Tyrrell’s Wines  seems to have found an answer.
One of the  Australia’s First Families of Wine , Tyrrell’s are true pioneers of the Australian Wine Industry with 160 years of experience across five generations of winemaking. Their classic white label with a curved font and distinctive gold and black badging has become iconic as the wines they produce. This label allows them to convey a sense of trust and quality assurance to drinkers who recognise it i.e the traditional market of baby boomers. With their recent ‘True Taste of the Hunter’ marketing campaign on their Hunter Valley range, they’ve tapped into the millennial market and what appeals to this hard to capture demographic. What Tyrrell’s has done so cleverly is create an artistic, colourful brand story that is both eye-catching and informative. With Instagram worthy info-graphic details of fruits in each bottle that deliver the characteristics of each wine: lemon, lime and rockmelon for Semillon ; apricot, guava and grapefruit for Chardonnay ; plum, raspberry and mulberry for Shiraz . The bottles are laid out artistically on a black background with minimal but direct text and a firm but understated call to action. A snapshot of the flavours inside each bottle. This fits the brief perfectly for capturing the attention of millennials – those who love splashes of colour and delineating lots of information in a short amount of time as is delivered via an infographic. The label and badging remain the same both reassuring their traditional market and at the same time, creating an opportunity to imprint on a new generation of Tyrrell’s   drinkers. Fifth generation winemaker Chris Tyrrell explains the marketing campaign. “As a 160-year-old wine company, we have built a loyal base of consumers over the years but in order to grow our brand long-term, we need to be relevant to new segments of the market, hence the development of a communications campaign that would drive awareness of our three key varieties; Semillon, Chardonnay and Shiraz, what we call our quintessential Hunter Valley range. “We specifically chose to shoot the creative with a high-end fashion photographer, and to position the advertising in luxury magazines and online platforms to ensure we communicate with the female market and millennials and drive a more premium positioning of Tyrrell’s within the marketplace”.
Wine
What's in a label?
Words by Mark Hughes on 19 Aug 2017
I recently had the privilege of watching the legendary Liverpool FC towel up Sydney FC in a soccer friendly in a private suite at ANZ Stadium courtesy of Claymore Wines . The Clare Valley winery is owned by Adelaide doctor Anura Nitchingham, who became a lifelong Liverpool fan while attending university in the northern England city back in the 80s. Since founding his own winery, he’s been able take his fandom to the next level with the Claymore Wines Liverpool FC range , hence the invite to the match. During the half-time break, with the Reds comfortably leading 3-0, I observed a young couple at the bar looking through the range of Claymore Wines on offer. “Can I try the Purple Rain Sauvignon Blanc …I just love Prince,” the young lass asked of the barmaid. “I’ll have the London Calling,” said he, seemingly unaware of the varietal. It’s a Cabernet Malbec blend, by the way, and a good one, having recently won Platinum  at the Decanter World Wine Awards. Besides football, Anura’s other great love is music. So instead of having wines like a ‘single vineyard Shiraz’, Claymore’s labels bear the name of some of Anura’s favourite songs and albums, such as the Dark Side of the Moon Shiraz, Joshua Tree Riesling and Voodoo Child Chardonnay. “I just wanted to have some fun,” Anura tells me when I ask him the reasoning behind the labels. “After all, wine is meant to be fun, right?” Marketing Wine to Millennials
While it does seem fun, Claymore’s labels seem to fly in the face of traditional wine marketing, where the producer’s logo is consistent across all their wines and information such as varietal, origin and vintage is first and foremost. “It was a struggle early on because the inconsistent branding was deemed anti-marketing,” admits Claymore’s general manager, Carissa Major. “But once we explained the story, we had a more personal conversation with the customer. Now, people come to our cellar door, pick up a Bittersweet Symphony (Cab Sav) and say, ‘this is from my generation, I get it’. The labels were never meant to be a gimmick, they are the sound track to Anura’s life. But marketing-wise today, they present exciting opportunities rather than barriers.” Recent studies from California State University help explain the marketing swing. Researchers looked at the fastest growing buyer market in wine – millennials – people born after 1980, so termed because they hit maturity at the turn of the millennium. This generation is cashed up, brand savvy and, most importantly, they are on the verge of overtaking baby boomers as the biggest buyers of wine. The university study found that millennials prefer wine labels that are brightly coloured, less traditional, more graphically focused and feature creative brand names. If you’re a wine producer listening to a baby boomer marketer, maybe it’s time to think outside the box. The story of Fowles Wine’s Ladies Who Shoot Their Lunch is a great example. The label shows an art deco-style image of a lady in her finery out for a hunt. “My wife designs the labels and we actually took advice from a leading marketer about whether this was a good idea. Their response? No!,” explains Fowles Wines owner, Matt Fowles. “We ultimately disagreed and released the wines, but it was useful advice in the sense that it was liberating. We thought, if there is no place in the market for this, then we should just do the designs we really love, so we did. It was all a bit of fun and, surprise, surprise, they sell well.” Art for art’s sake
Riverland producer Delinquente Wine Co. has taken label art in an even more contemporary direction channelling a punk ethos on their wines such as The Bullet Dodger Montepulciano and the Screaming Betty Vermentino. “The starting point with the artwork for Delinquente was to do something very different to traditional wine labels, but also to represent things we have a passion for, like street art and alternative culture,’ says winemaker/owner Con-Greg Grigoriou. “The art represents our ideas and allows us to connect with people in an interesting way. We all know a ‘Screaming Betty’, or would at least like to party with her. So they have taken on a life of their own.” Not everyone is a fan. Seventy-nine-year-old wine critic James Halliday described Delinquente Wines as setting “the new low water-mark” for labels in Australia. But he likes their wines. And that’s the thing, the wine has to be good to get the buyer to keep coming back. These days, wine is fashion and bottle shop aisles are the catwalks. Marketing a label is just as important as the wine inside the bottle. Get both right and you could just make it. Traditionalists will most likely continue to stock their cellars with family crested bottles. The millennials crave new and exciting. As for me, I’ll see you on the dark side of the moon.
Wine
Meet Flying Fish Cove’s senior winemaker, Simon Ding
The  Flying Fish Chardonnay 2014  is our Wine of the Month for March. What makes this such a special wine? Chardonnay   is a  Margaret River  star, famous for being rich and powerful. This plush drop fits the bill and with its layers of peachy fruit supported by oak and zesty acidity, it's a classic example of why the variety is a natural match to rich seafood. When you work in a stunning seaside location like Margaret River, nobody can blame Simon Ding for slipping out of the winery for the occasional quick swim. Your Gold medal-winning Flying Fish Chardonnay 2014 is our Wine of the Month for March. What makes this such a special wine? Over time we have seen the Margaret River region produce many high-quality Chardonnay wines. The dedication of the people involved from the grower to the winemaking team at  Flying Fish Cove  has allowed us to craft a pure and fine expression of excellent modern Chardonnay. I think there is a little bit of love in each and every bottle of Flying Fish Cove Chardonnay, that we hope you can taste. In recent years, there’s been a switch from traditional big, buttery, oaky Chardonnay to the crisper, modern styles. What are the best attributes of both? Big, buttery, oaky Chardonnay is like a blast from the past and a look at where we have come from. Sometimes, it is good to look at where you have been to know that you don’t want to go back. Fine, delicate and crisp Chardonnay styles are favourable now. The nature of these styles seems to appeal to a broader range of maturing palates amongst the drinking public. I think it is the lightly oaked and delicately balanced nature and more often than not, the lighter alcohol content of these styles that is appealing to the modern wine drinker. We’ve matched your 2014 Chardonnay with barbequed WA marron withgarlic and herb butter – what’s your suggestion for a great food match? It’s also absolutely delicious paired with a butterflied and barbequed free range chicken, with a garlic, lemon rind and thyme rub, served with a side of seasonal roasted vegetables. How is vintage 2017 going for Flying Fish Cove and Margaret River? So far, the vintage is looking great, which we hope will continue given the late start and cool ripening conditions we have had this season. When did you fall in love with wine? I fell in love with wine whilst travelling throughout Europe, South America, the Middle East and Asia in the 1990s. It’s a tough question, but do you have a favourite wine or varietal? I can’t seem to go past Chardonnay and  Cabernet Sauvignon , however  Riesling   and some of the new Spanish varietals are interesting as well. What is your favourite wine memory? I don’t have any one specific wine memory that stands out. I’d have to say that the industry people I have met along my wine journey have been a great memory to me and a few memorable bottles have been shared with them along the way. How do you spend your time when you’re not making wine? There’s always plenty do around the winery, but the best way to spend time out is with my family exploring Margaret River and its beautiful surrounds.
Two Blues Sauvignon Blanc 2014
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