Network Ten has announced former advertising executive Russel Howcroft (pictured far right) will join the second season of the network’s Recipe to Riches.

Howcroft becomes the third expert on the show, alongside Carman’s Fine Foods owner Carolyn Creswell and chef Darren Robertson.

The trio will judge the recipes and present their recommendations to supermarket giant, Woolworths.

The Woolworths representative will make the final decision on which products have the best chance on Woolies’ shelves.

“Recipe to Riches is a great format,” Howcroft said.

“It celebrates ideas, entrepreneurship, passion and the power of marketing. I am looking forward to meeting this year’s contestants and seeing if I can give them a hand with their success.”

The second season of the show where contestants present their much-loved recipes to the experts in the hope of turning them into riches is set to hit screens later this year.

A fourth representative from Woolworths will be the fourth expert, however it is yet to be finalised.