Fewer than 12 people from the South Island have signed up to audition for MasterChef NZ, leaving organisers asking why.
One of the hit show's three judges, Ray McVinnie, said South Islanders "need to wake up".
He said he was "really surprised" so few people wanted to be part of the show.
"Cooks always love to test themselves ... even if you don't win you get lots of great culinary opportunities. Do something interesting and really adventurous," he said.
MasterChef NZ production manager Vanessa Ropati said "less than a dozen" people had signed up for next month's auditions compared with the hundreds from previous years.