ios cell filling design pattern

I have a collection cell which used in multiple screens and setting lots of data in it. Which approach is better, setting data in UIViewController or in UICollectionviewCell? I didn't see second much but i don't know how to find right design pattern for this. As example:

First:

@implementation ProductViewController:UIviewController
{
  -(UICollectionviewCell*)CellForIndexpath:(UIcollectionview*) collectionview..{
      myCell *cell=[collectionview dequecellwithcellidentifier:@"cell"];
      Product *pr=[datasource objectAtIndex:indexpath.row];
      cell.lblName.text=pr.name;
      cell.lblSize.text=pr.size;
      [cell.imgCover setimage:pr.image];
      ..
      return cell;
  }
}

second:

@implementation ProductViewController:UIviewController
{
  -(UICollectionviewCell*)CellForIndexpath:(UIcollectionview*) collectionview..{
      myCell *cell=[collectionview dequecellwithcellidentifier:@"cell"];
      Product *pr=[datasource objectAtIndex:indexpath.row];
      [cell initProduct:pr];
      return cell;
  }
}
@implemeantation myCell:UICollectionviewCell{
  -(void)initProduct:(Product*)pr{
     self.lblName.text=pr.name;
     self.lblSize.text=pr.size;
     [self.imgCover setimage:pr.image];
     ..
  }
}