This year was especially exciting because the winner was invited to complete against the best pizza chefs fromFrance, Italy and America in PMQ’s inaugural America’s Plate pizza competition at the New York Pizza Show (www.newyorkpizzashow.com).

Not only does the Best of the Best competition give pizza show owners a chance to show their skills, it opens the doors to some great publicity and sales increases. Some of those that have entered Caboolture’s Best of the Best have seen up to a 25 percent sales increase in their own business after winning. The publicity and the public awareness that comes with winning the competition is the amount you usually only see with the big boys. Who wouldn’t like a 25 percent increase in business? Andy Parisi, owner of La Trattoria and Parisi Cafe/Pizza in Adelaide can tell you exactly what it did for him.

Andy was the first to earn the right to represent Australia in the America’s Plate competition after winning the national title this year in the 2004 Dairy Farmers Caboolture Best of the Best Pizza Challenge. Andy competed against the best pizza makers Australia has to offer. His story is inspiring.

When the state finals came to Adelaide, Andy shunned the idea of entering. He thought of himself as a true pizza maker, not a celebrity chef in front of thousands of onlookers. His daughter, Chantal, secretly entered him in the state finals and, to his surprise, he won. Working humbly in front of the crowd in Melbourne, Andy crafted his pizzas and waited for the results. The guy who didn’t even want to enter the competition was staggered when his name was called as the 2004 Best of the Best winner.

INTERVIEW WITH ANDY PARISI

PMQ: How did you get involved with Best of the Best competition?

AP: My daughter, Chantal, who thinks very highly of my product, had such faith in me that she put an entry in on my behalf. I was nominated for the state final first, held in South Australia. I won that and received a trip to Melbourne’s FineFood show in September.

PMQ: Did you present the same pizzas in all the competitions?

AP: Yes, Vegetarian, Marinara and the Potato pizzas. New York was a little different.

PMQ: In what way was it different?

AP: Well, over the years Australians have developed a taste for fresh ingredients, technique and good quality products. That has evolved in the last 10 years. In New York we only cooked one pizza instead of the regular three pizzas we cooked where we won the “Dairy Farmers Caboolture’s Best of the Best.” But, we did a lot of demonstrations of different pizzas for the crowd between the competitions. We hunted ALL over New York to get fresh food. It was very expensive when we did find some.

PMQ: What did Dairy Farmers do for you when you won the competition?

AP: Well, Dairy Farmers was very supportive of me and I have to say “thank you” for everything that they did for me. They sent Mr. Glen Austin to Adelaide to help us prepare for the New York challenge. They were really good, and I learned a lot.

PMQ: What would you say to those that would like to enter the “Best of the Best”competition?

AP: I would say go for it. I’ve been on a merry-go-round since winning. My restaurants’ sales are up by 25 percent—everyone wants a bite of the world’s best pizza. Our pizzas are in demand, especially the one that I won with the Marinara. The desert pizza is popular too. It’s Cherry Ripe smothering a pizza base with strawberries placed across the base and topped off with Grand Mainer and Icing Sugar. B-e-a-u-t-i-f-u-l.

PMQ: In closing what would you like to say about the whole life-changing experience?

AP: I would say if you really want success, just do it. It is full on, but a very enjoyable experience. Your pizzeria will just go to the next level when you win the Dairy Farmers Caboolture Best of the Best or PMQ’s New York Pizza Show America’s Plate Challenge. I would like to thank everyone involved in the event, and I have loved wearing the crown of the Best in the World.

THE AMERICA ’S PLATE COMPETITION

Andy arrived in New York City with Team Oz, which consisted of: last year's Best of the Best winner, Theo Kalogeracos from Western Australia; Glen Austin, Team Oz coach and the Dairy Farmers consultant to Andy; Livia McRobert, Dairy Farmers co-coordinator and business manager of the team; and Chantal, Andy’s daughter who was responsible for his being there from the start.

Once Team Oz arrived in New York City, Andy's marinara pizza creation, with fresh chopped tomatoes, cheese and a mixture of seafood, including a garnish of freshly cooked mussels in their shells, was declared best in the world and he, along with Team Oz was presented the coveted America’s Plate.

Andy has 39 years of experience cooking pizzas and learning his craft from his father. His restaurant, La Trattoria, is located at 346 King William Road in Adelaide (Telephone (08) 8212 3327). His pizza shop holds around 120 patrons. His second restaurant is called Parisi’s Caffee and is at 613 Magill Rd Magill in Adelaide (Telephone (08) 8331 8844).

"The Americans refer to New York as the pizza capital of the world, so it was great to be able to compete in the inaugural New York Pizza Show, even better to win it!" said Andy after he returned home. "I want to thank Dairy Farmers for the opportunity to represent Australia, it really has been an honour."

For Andy, bringing home the America ’s Plate is a great accomplishment, made more so by a cohesive team effort in organization and support of Andy. Capitalizing on the popularity of the Aussie team in New York, both Andy and Theo Kalogeracos took great delight and showed off their pizza making skills in a number of demonstration sessions for attendees at the show.

"It was a lot of fun introducing everyone to the delights of the best of Australian pizzas," said Theo. "They definitely hadn't tried a sweet dessert pizza like Andy’s, with strawberries flambéed in Grand Marnier over a base of chopped Cherry Ripes. They loved it." Dessert pizzas are something that we can claim as Australian.

Even before Andy, Theo and Team Oz returned home, their celebrity status was gaining momentum. Upon winning, they were ushered to Times Square where they were photographed for several front-page news articles. They have now appeared in West Australia, Who Magazine and on The Today Show, This Day Tonight.

"This win is a testament to the quality of the food we all enjoy here in Australia,” Livia McRobert of Dairy Farmer says. “I would encourage all pizza makers to enter next year's challenge for your chance to represent Australia in the 2005 America’s Plate competition at PMQ’s New York Pizza Show."

THE HISTORY OF THE BEST OF THE BEST

The Dairy Farmers Caboolture Best of the Best Pizza Competition started back in 1998. In the first six years of the event, all five states (Sydney, Melbourne, Adelaide, Perth and Brisbane) met at the FineFood Show to compete for the award of the Best of the Best (BOTB) pizza maker in Australia.

In 2002, competition winners of the past five years were brought back to compete for the Caboolture Grand Master Series where the winner was Sidney Roberts of Picasso’s Restaurant, Carlton Crest Hotel in Brisbane. At this stage, the Best of the Best was starting to grow in momentum as an event in which pizzerias across Australia wanted to compete.

In 2004 there were state competitions where the winners went on to represent their state in the final held at the Fine Food Show in September. This expansion of the contest saw a 70 percent increase in state entries. Individuals entering this competition saw it as a way to drive their pizzeria sales with increased exposure of their business. The added advantage in 2004 was the invitation to go to New York to compete in the New York Pizza Show’s America’s Plate competition.

The 2005 Dairy Farmers Caboolture Best of the Best Pizza Challenge begins in March next year. Contact Livia McRobert at McRobertL@dairyfarmers.com.au for any questions about entering.

DO YOU LIKE SUCCESS? WE DO!

Would you like to be part of what has been a successful year for PMQ Australia and its current sponsors? Show your colours towards supporting our magazine and become a sponsor to the next “Best of the Best” champion to the States (USA). Why not start planning your advertising if you’re not already in what Australians and New Zealanders consider the number one pizza industry magazine. You can look towards sponsoring Team Oz for the Americas Plate in 2005. Better still; make it there, (Network opportunities a plenty can be found at shows like these). Phone us, and we will assist you with affordable marketing opportunities that hit your target. Call Linda at 1 800 008 487 ext 121 or e-mail linda@pmq.com for a rate card. If you have Bartercard, we do too.

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