Global and regional digital leader LG Electronics has announced that Bateel, the Saudi Arabia-based company that produces gourmet dates and date products, has endorsed the new LG Primian refrigerator that guarantees date preservation.
The Primian refrigerator is designed to keep dates fresh and tasty, and to preserve the taste of other foods at optimal levels. The product, worth US$ 5 million in R&D, is the first convenient home appliance that can store dates for up to six months at minus 25 degrees Centigrade. The fridge uses state-of-the-art soft freezing technology that can store food at minus seven degrees Centigrade, preserving meat and fish items for up to 20 days.
“We are focused on presenting dates, a very Arabian product in a way that appeals to the gourmet lovers of the world,” said Bateel’s General Manager Ata Atmar. “Our philosophy is to make dates to Arabia what chocolates are to Switzerland and cheese is to France. Quality is paramount in our operation, we need to ensure the freshness and taste of our products. We have tested LG’s Primian refrigerator using our products and can guarantee the fridge preserves dates immaculately.”
The Bateel farm produces 22 types of dates, which go through a rigorous ripening and sterilisation process before being displayed in temperature controlled boutiques. As part of the co-promotion with LG, Primian leaflets and literature are available at Bateel retail outlets in the Middle East.
“There has been a demand for this kind of special refrigerator in the Middle East as conventional refrigerator models do not cater to the particular features of date preservation,” said Kevin Cha, Director, Digital Appliances Company Overseas Marketing Strategy Team, LG Electronics.
LG’s Primian refrigerator comes in 320-litre and 210-litre models and can retain a temperature of minus 25 degrees Centigrade.
© 2004 Mena Report (www.menareport.com)
