Chef Tony
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Anthony "Chef Tony" Notaro is a successful infomercial pitchman. Since his beginnings in the 1970s he has risen to become one of the most successful infomercial hosts in history.
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[edit] Career
Anthony (Tony) Notaro began his career in 1971 as a professional demonstrator on the streets of New York. In 1982, Tony wrote and appeared in the “Mouli Slicer” commercial, one of the early short-form direct-response spots. He subsequently pioneered marketing and demonstration techniques for many more short form products. In 1994, One of the industry’s first infomercials, “The Kitchen Wizard,” was scripted and demonstrated by Tony. Brown and Crisp Microwave bags, won him a nomination for Best Infomercial in the Houseware category from the Electronic Retailers Association. In 1996, Tony was voted one of the top ten male presenters in the world by Electronic Retailers Association members (the industry trade association). In 2002, Tony was awarded his industry’s highest honor, the E.R.A. “TV Host of the Year Award” for his Miracle Blade 3 Infomercial. [1]
[edit] Products
He is most noted for selling the patented Miracle Blades. "Over 12 million Miracle Blade knives have been sold since 1989" claims the website, but relevant statistical evidence is not given that supports this claim as versions of the Miracle Blade have been around since the 1970s. These are stamped-blade knives with curved handles designed to allow greater clearance for the fingers beneath the handle. They are sold in sets only, with the main culinary blades being the Rock and Chop (resembles a santoku with a highly curved edge) and the Chop and Scoop (resembles a Chinese cleaver). Reports vary on the quality of the knives; common complaints are that they rust easily and dull quickly, though reviewers have praised the Rock and Chop in particular.
Tony also endorses the Ultimate Chopper (in an infomercial co-hosted by Jenilee Harrison) with 750 watts of "mega-power" that, on TV, has the power to powderize concrete. He also endorses Smartware bakeware, which is made of non-stick "Temperflex" silicone.
Tony has sold the following products, with sales in excess of $450 million dollars worldwide:
- Short Form
- Mouli Slicer
- Multi Disc
- Speed Bits
- Easy Iron
- Du Amici Pasta Light
- Pasta Express
- MicroSmart
- Rotato Express
- Long Form
- Kitchen Wizard Slicer
- Brown & Crisp
- Mighty Pro Grill
- Miracle Blade 3
- Ultimate Chopper
- Smartware
- My Rotisserie
[edit] Controversy
The company has allegedly scammed many unsuspecting Americans who were unfortunate enough to have bought into "Chef" Tony's informational. For reviews: http://www.urateit.com/writtenreviews.asp?id=83.
Callers ordering products such as the Miracle Blade have reported that the order-taker aggressively tries to sell other, completely unrelated products as well.
[edit] Ultimate Chopper Recall
In 2005, a recall was announced for the Ultimate Chopper due to a malfunction in the interlocking lid assembly, which would allow the machine to run without having the lid properly in place, putting users of the product at risk of lacerations and/or fingertip amputation if consumers insert their hands into the food processor. Apparently 17 consumers issued safety complaints with the U.S. Consumer Product Safety Commission. Five of the complainants required stitches or surgery, and the other 12 received cuts or scratches. [2]
[edit] Competition
There seems to be a competition between Tony and the competing Ronco blades that target the same audience but are slightly less expensive.
The Jack Lalanne miracle juicer also butts heads with the Ultimate Chopper but the price gap between the two is considerable enough to target different market segments so the competition stays relatively friendly.
In addition, the Ultimate Chopper is in competition with The Original Magic Bullet, which is pitched by fellow infomercial pitchman Mick Hastie.
