The Apprentice contestants find the only way is fake tan when it comes to selling to the people of Essex.
Lord Sugar sends the two teams to the south east county to test their nose for business in Wednesday night’s show, giving them 150 pounds each to buy whatever they think will sell best to the Essex market.
They must use their profits to replenish their stock and the winning team is the one with the most assets left at the end of the day.
Technology entrepreneur Nick Holzherr is elected project manager of Team Sterling and takes the advice of team mates Jenna Whittingham and Ricky Martin that “Essex do love tan!”
And they prove right when they completely sell out and are left with nothing to sell, as team members are despatched to try and stock up as quickly as possible.
Lord Sugar’s adviser Nick Hewer observes “the fake tan is shifting very rapidly… soon everybody in Essex will have one.”
Meanwhile, after being told by Lord Sugar to put herself forward as project manager of Team Phoenix, Jade Nash loses the support of her team when she keeps changing the types of product they are trying to sell.
Jade and catering company manager Azhar Siddique end up clashing.
He complains: “Jade’s not too concerned about strategy, but strategy is the most important part of any business. Without strategy you’re running blind into the dark.”
And a frustrated Jade moans: “Azhar is doing my head in. He just goes on about strategy.”
The Apprentice airs tonight on BBC One at 9pm.