‘Proefessioneel’ provides a taste of celebrity chef fame

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A Samsung brand partnership, transforming the ‘Heart of Your Home’
into a marriage of quick cooking and good taste

Gourmet home cooks can now put their culinary skills to the test and win fantastic prizes. SABC 2’s lifestyle programme, ‘Proefessioneel’ – proudly sponsored by Samsung – will channel your inner chef alongside the inimitable, award winning, Samsung brand ambassador Reuben Riffel.


During the competition, 20 students compete for the ultimate grand prize – a dream job in the food industry. Every week, Reuben and a guest chef evaluate the students according to presentation, taste, passion, attitude, skill, creativity, completion of the challenge, wine selection, work ethic and culinary knowledge. In each of these categories, they score a point out of 10. The students with the highest score out of 100 will compete in the finals. As headline sponsor of this competition, Samsung SA has confirmed its commitment to promoting and supporting local talent.


Viewer are also given the chance to participate in the competition. Every Wednesday at 19:00, Reuben provides contestants and viewers with a list of seemingly incompatible ingredients to whip up their own unique version of a scrumptious dish. Viewers are then asked to take a selfie with their creation, post it to Twitter and tag the show using #IsditProefessioneel and the handle @SamsungSA. Each week the winning viewer will receive the all new Samsung Galaxy S8 handset.


To cook like Reuben, viewers are urged to use cutting-edge appliances from headline sponsor Samsung SA, which blend effortlessly with everyday life. The Samsung HotBlastTM microwave that is featured on the show, is an exceptional technological advancement which introduces South Africans to a new level of cooking and convenience. It produces food that is crispy on the outside and juicy on the inside, within minutes. It also grills, roasts, reheats pizza perfectly and prepares crispy, slim-fried dishes with virtually no oil, and all of this within record time. The new, wider grill allows for even browning, while the oven’s large turntable accommodates bigger plates.


The Samsung DeX, another product featured, is the ideal cooking partner. Dock your Samsung smartphone in the sleek desktop device and using a separate keyboard and screen, search for superb recipes and garnishing ideas that are sure to impress your guests. Ingredients for these recipes can be kept perfectly fresh in the elegant Samsung FlexzoneTM refrigerator which sports easy access French doors. After cleaning up spills and splashes in the kitchen, Samsung’s AddWashTM washing machine with Eco Bubble technology quickly activates the detergent to permeate your apron and dishcloths for a deeper clean.


“A kitchen is really only as good as its appliances. Therefore, a partnership between Samsung and ‘Proefessioneel’ made perfect sense to us. Through this show, we engage with consumers by highlighting how Samsung home appliances blend into your life, allowing you the time to focus on what really matters,” says Justin Hume, Chief Marketing Officer, Samsung SA.


“Thought-through functionality and premium design, based on a mix of analogue and digital technology in home appliances, make family life more convenient. By sponsoring ‘Proefessioneel’, Samsung showcases how our versatile product range transforms even the most mundane meal into international chef de cuisine standards,” concludes Hume.

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