Luxe tools for your kitchen

By Winchelle C. Nacague

If you?re foodie, you must have dabbled in cooking, too, coming up with your own scrumptious dishes. While you have the instinct for what makes a great meal, chances are you still had a long shot before whipping the masterpieces you?ve eaten with gusto in top restaurants. One of the factors affecting the outcome are the tools in your kitchen. You will be pleased to know, Scandinavian brand Electrolux will fire up your passion for cooking and food with its kitchen range for Asian home.

Incorporating advanced technologies and cutting-edge design, the kitchen range combines seamlessly for a customized kitchen solution. From food storage to preparation and cleaning up, Electrolux the global household appliance innovator, has launched its most extensive range of kitchen products in Southeast Asia. The complete kitchen solution includes hoods that are quiet yet powerful; versatile hobs that deliver superior results for Asian cooking styles; and easy-to-clean multi-function ovens that are safe to touch, even when they are turned on.

Prior to the launch, Electrolux embarked on a pan-Asian survey in 2007 to gain insights into the cooking and kitchen preferences of Asians from nine markets. The Asian Food Survey was the most comprehensive market survey of its kind.

Some of the interesting findings from the Asian Food Survey were

? Stir-frying and boiling are the most popular cooking method in Asia

? Cleaning up is ranked as the biggest hassle with the whole cooking process, more than shopping for ingredients, preparing the ingredients, the cooking process and equipment safety

? Generally, Asians are hospitable and love hosting guests and relatives at home.

With the aim of equipping households in Asia with the best appliances to whip up the perfect meal, the findings formed the basis of product development for Electrolux which incorporated a host of practical features such as better temperature control for cooking, appliances that require minimal cleaning and cooking solutions for every type of meal.

The event was a launch of the company?s new communication directive ?Electrolux Shares your Passion for Food? which was further elaborated by marketing manager Dexter Ngo. ?Through our consumer findings, people across Asia told us they?re passionate about food. With ours company?s deep knowledge of food storage, preparation and cleaning up, we?re striving to turn your consumer?s passion for food into a satisfying lifelong love affair.?

Filipinos are best known for their zeal for food. This can be seen in the immense growth of restaurants within the metro and array of culinary schools. Electrolux, the thoughtful design innovator, wanted to reflect the real and true love Filipinos have toward food. By holding a themed press event to promote Electrolux as a brand that does more than just aid you in the kitchen; they are a brand that shares its consumer?s passion for food.

Co-sponsored by Magsaysay Institute of Hospitality and Culinary Arts (MICHA), an event highlight was the cook-off of five cities (Manila, Hanoi, Bangkok, Paris, Madrid)?five cuisines (Filipino, Vietnamese, Thai, French and Spanish). Five promising young students from MICHA where assigned a cuisine and pit against each other to win the grand prize of P10,000 cash and an Electrolux appliance.

Judges of the event where media foodies, who subjectively ranked each dish according to taste, appearance, originality of dish and relevance to assigned cuisine. Another high note during the event was the media cook?out, where by media guests and friends joined in a quick cooking session to show off their passion for food and cooking.

?Our company philosophy of ?Thinking of You? is more than just words but a real commitment to listening, understanding and designing appliances to bring ease to our consumers? lives. Thus, listening to their passions is our key for delivering relevant and innovative products?, says Thomas Hong, general manager, Electrolux Philippines.

Electrolux?s new campaign reflects the values they share with its consumers, understanding how central good food is?especially home prepared food?to consumers. With Electrolux, one is sure to get the most pleasure from their time in the kitchen, and the maximum enjoyment in meals.

Electrolux Philippines Inc. has launched its innovative products to the local market including refrigerators, washing machines, cooking appliances and vacuum cleaners. Electrolux products sold in the Philippine market are under the brands Electrolux, White-Westinghouse/Electrolux and Frigidaire. These products are distributed in over 300 stores nationwide.

For more information about Electrolux?s lifestyle and environmentally friendly appliances, call its customer care trunk line at 875-ELUX or domestic toll-free number 1-800-1-888-0801. Or visit their Web site at www.electrolux.com.ph.