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THE WELLINGTONIAN, MARCH 8, 2012
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I feel like chicken tonight
Grice, left, and
have created New
Photo: EMMA BEER
By EMMA BEER
The average New Zealander cooks between
five and seven regular dishes. Two food-
loving Wellington women have decided to
try to expand that repertoire.
Fast, Fresh and Tasty is New Zealand s
first iPhone and iPad recipe application.
Karin Grice came up with the idea of a
recipe station a few years ago.
I had two small children, so with jug-
gling work and kids it was pretty busy, she
said. I d go to the supermarket every day,
and I wanted some nice, new ideas for din-
Mrs Grice attended an Activate course
run by Grow Wellington in 2009 and
started putting the idea into action.
Her concept was to install recipe kiosks
in supermarkets, but the rollout and things
such as maintenance meant the idea never
Then she met Click Suite creative direc-
tor Emily Loughnan, who became excited
about the idea and suggested an app.
It wasn t something I d considered until
Emily mentioned it, but it made sense,
Mrs Grice said. Ms Loughnan said it was
part of her job to decide what a good
medium for a product would be.
[Apps] are so much more convenient.
The women conducted market research to
identify how people went about preparing
their evening meals, Ms Loughnan said.
Typically they either go I feel like
chicken tonight or they decide by style and
go Tonight I feel like a salad .
To accommodate that, the recipes are
accessible through both options.
For each recipe there is advice about how
long it will take to cook and how many it
will serve. There s also information about
how many people have tagged it as a
You re able to see what dishes might go
with it, and what wine might go with it,
Ms Loughnan said.
When viewing the list of ingredients,
users are able to touch the shopping cart
icon to add the item to a shopping list.
The shopping list feature is one of Mrs
Grice s favourite parts of the app.
I can be sitting on the bus on the way
home and can start planning dinner and
adding things to my list.
The shopping list was then able to be
sent, via text message or email, to others.
I said to my husband [early on], Oh, I
can text you my shopping list . He just
Mrs Grice said she also loved being able
to share recipes online, to show her friends
on social networking sites what she was
preparing for dinner.
For Ms Loughnan, the fact the app was
all about seasonal products was fantastic.
You can go a bit stale on a cookbook. The
seasonal stuff gives you a really fresh view.
Recipes were updated every season, and
the In Season section provided a quick look
at what ingredients would be best at certain
times of year.
It s a seasonal carousel; it s a really
popular feature. Summer is about barbe-
cues and salads and eating outside. For
winter, we ll be adding a curries section.
Although there were many good cooking
apps available, they were overseas-based
and done by professionals, Mrs Grice said.
We re not professional chefs, but we
enjoy making good food for our families.
During the first few months, the women
cooked from a different recipe every night.
It was challenging, Ms Loughnan said.
Most New Zealanders have five to seven
regular dishes. You can go into robot mode
but as we were doing it we had to read and
follow a new recipe every night.
After a couple of months you go, Actu-
ally, I d really like takeaways .
Ms Loughnan said the response since
they released the app late last year had
A huge number of people had bought the
app, and used it regularly. Many even
emailed the women to say how wonderful it
was, she said.
I download lots of apps. I have every
cooking app available, some that I love, but
I have never, ever emailed the maker to say
thank you. For people to actually do that,
it s wonderful.
The next step for Fast, Fresh and Tasty
was the Australian market. They would
take the same structure and localise the
recipes for Sydney and Melbourne, hope-
fully this year, Ms Loughnan said.
The app costs $6.49 which she said was
good when you took into account it was an
entire cookbook with seasonal updates.
Mrs Grice said she never imagined her
idea could have come so far so quickly.
It was almost a year to the day from
when the two women started working
together to when it was in the iTunes store.
I knew my partnership with Emily was
going to get me where I needed to be, but I
don t think I ever imagined this.
The most magic moment was the day the
app was actually in the iTunes store. I
could look at the screen and go, We did it .
And, it s from Wellington!
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