Frying pans flying out of Shrewsbury store after celebrity chef puts it to the test.

Specialist pans have been flying out of a Shropshire store since a celebrity chef turned to its cook shop stand at Shrewsbury Flower Show to borrow one at the 11th hour.

And due to the success of their first flower show exhibition staff at Alan Ward’s cook shop in Shrewsbury are already preparing for next year’s event.

Chef Tom Kerridge arrived at Alan Ward's stand to borrow the Cerama pan shortly before he was due to demonstrate his fine cooking skills in front of hundreds of people at the prestigious flower show.

Staff at the stand later saw more than 1,000 items bought from their cook shop stand which saw Alan Ward’s cookshop exhibit at the prestigious event for the first time, with the majority being Cerama pans and frying pans.

Kathy Lesser, marketing manager at the flagship store in Ennerdale Road in Harlescott said the majority of customers who had come in to visit the cook shop since the flower show had specifically wanted "a pan the same as the chef used".

"The Cerama pan is obviously ceramic with a honeycomb pattern base and offers a healthy way of cooking as no oil is needed. A full breakfast can be cooked without any oil and it is very much a one stop pan for cooking everything.

"It was wonderful to hand over a product to a celebrity chef for him to use in front of so many people - we didn’t expect that at our first show!

"We have had so many people visit the in-store cook shop since and we recorded a 15 per cent increase in sales of that particular brand in the week following the show," she said.

“I think people would presume a celebrity chef would only use pans costing hundreds of pounds but the Cerama costs from £15 to £25.

"Sales on the day included people from as far away as Devon and we have seen a spike in website enquiries and purchases since.

"We also had a large number of sales of the Joseph Joseph range which is popular with bakers and now with the start of the Great British Bake Off we are expecting an increasing number of customers to the cook shop too.

"The stand at Shrewsbury Flower Show was certainly a perfect way to mark the first anniversary of the new cookshop department and we will definitely be returning next year.”

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Pete White Pete White

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