Retail Observer

RETAILOBSERVER.COM AUGUST 2021 22 BEKO EXTENDS ITS FRESH PRODUCE PROMISE DUE TO OVERWHELMING DEALER DEMAND Europe's home appliance brand synonymous with health and wellness extends its popular EverFresh+ ® refrigerator guarantee to Sept. 7, and remains one of the few appliance manufacturers to have refrigerator and other product in stock Kitchen appliance dealers and retailers have spoken, and Beko U.S., Inc. is listening. Prompted by overwhelming industry demand, Europe's appliance brand has extended its Fresh Produce Promise, guaranteeing that its EverFresh+-equipped refrigerators will keep fruits and vegetables fresh for 30 days, or it will work with dealers to buy back the units to Sept. 7, 2021. The original offer launched on May 27 and was to expire July 11 but will be extended an additional 10 weeks. Beko's proprietary EverFresh+ technology features a revolutionary new crisper that uses breathable smart materials and other advances to maximize humidity and minimize moisture loss, thus prolonging the life of fresh produce for up to a month. The innovation is paired with Active Fresh Blue Light, which recreates photosynthesis conditions to preserve vitamin C and fruit and vegetable taste, and an energy- saving ProSmart inverter compressor to keep produce fresh for twice as long as conventional refrigerators without these technologies. Under the terms of the extended offer, if the owner of any Beko refrigerator model equipped with EveryFresh+ experiences anything less than a full month of produce freshness or is not completely satisfied, the global home appliance manufacturer will work with the dealer to issue a full refund or store credit. Customers must keep their refrigerators for the full 30-day freshness cycle and fulfill a few other simple requirements detailed on Beko's dealer-specific webpage to qualify. According to Beko, U.S., Inc. President Zach Elkin, the Beko Fresh Produce Promise is valid on any of the 10 Beko refrigerator models that currently include the proprietary technology, including French-door, side-by-side, top-freezer and bottom-freezer models currently in stock. Thanks to its global manufacturing network that operated safely throughout the pandemic, Beko is one of the few appliance manufactures to have significant inventory immediately available to dealers. "The Fresh Produce Promise is proving to dealers that Beko stands by its products and its commitment to offering refrigerators and other kitchen and home appliances that offer tangible health and wellness benefits," he said. "Finally, your health- and nutrition-minded customers can select a new refrigerator with full confidence that it will contribute to their healthy lifestyle by keeping their produce fresh for up to 30 days – or we'll work with you to buy it back." "Since the user impact of EverFresh+ and Active Fresh Blue Light can be dramatic – less food waste, a healthier diet and a reduced carbon footprint thanks to less frequent shopping trips – we wanted an equally memorable way to communicate this technology to dealers and others influencing the purchase decision," said Salih Zeki Bugay, Beko's director of marketing and product management. "For dealers, designers, builders and architects, the result is another reason to choose Beko over the competition." Beko will continue to highlight its Fresh Produce Promise and EverFresh+ through paid advertising, social media, dealer outreach, influencer partnerships and other marketing activities. Later this year, the brand introduces the Beko 36" French 3-Door Refrigerator, featuring EverFresh+ ® with Active Fresh Blue Light technology and a new, environmentally friendly refrigerant that will be extended to Beko's entire cooling lineup to deliver Zero OPD and Very Low GWP. Part of a global alliance with a mission to be one of the world's most sustainable companies, Beko works with a growing network of domestic dealers in the U.S. to offer 29 kitchen and laundry products I N D U S T R Y [ N E W S ]

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