Beko Extends Its Fresh Produce Promise Due to Overwhelming Consumer Demand; Zach Elkin and Salih Zeki Bugay Discuss
BOLINGBROOK, IL - As not only a trade writer, but a consumer myself, I know that one of the saddest days in my kitchen is when I’ve let my beloved fresh produce sit for too long, letting it go bad. Well, those days are behind us, as Beko U.S., a Europe-based appliance brand, has announced it will be extending its Fresh Produce Promise, guaranteeing that its EverFresh+®-equipped refrigerators will keep fruits and veggies fresh for 30 days or it will buy back its units.
“The Fresh Produce Promise is proving to the public 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,” said Zach Elkin, President. “Finally, 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 buy it back.
This recent extension comes in the wake of overwhelming consumer demand for the Fresh Produce Promise. According to a press release, the original offer launched May 27 and was set to expire July 11; however, it has now been pushed back eight weeks, now ending September 7, 2021.
Beko’s proprietary EverFresh+ technology features a new crisper that utilizes breathable smart materials and other innovations to maximize humidity while minimizing moisture loss, improving the life of fresh produce up to a month. The technology is accompanied by 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.
“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 revolutionary technology to buyers,” explained Salih Zeki Bugay, Director of Marketing and Product Management. “For dietitians, chefs, foodies, and anyone else committed to building healthy households, the result is another reason to choose Beko over the competition.”
As part of its Fresh Produce Promise, if the owner of any Beko refrigerator model equipped with EverFresh+ experiences anything less than a full month of produce freshness or is unsatisfied, the company will work with the dealer to use a full refund or store credit.
Further promoting its Fresh Produce Promise and EverFresh+ technology, Beko will use paid advertising, social media, dealer outreach, influencer partnership, and other marketing techniques. Later this year, the brand will also introduce its Beko 36” French 3-Door Refrigerator featuring these innovations and a new, environmentally friendly refrigerant that will extend the company's lineup to deliver Zero OPD and Very Low GWP.
Through all of this, Beko is part of a global alliance with a mission to become one of the world’s most sustainable companies. The brand is committed to exceeding ENERGY STAR®, EPA, and DOE requirements while setting new standards for carbon-neutral manufacturing, training, energy communications, and sustainability across its operations.
Extending the life of fresh produce, cutting food waste, and promoting sustainability, how will Beko further expand its strategy? Stick with AndNowUKnow for the answers to that and more.