Indesit launches hotpoint

ISTANBUL

Indesit Turkey director Ojetti (R), Marketing Director Falaschetti (L) and Sales Director Dağ (2nd L) pose with a refrigerator. DHA photo

Indesit has invested 10 million euros in its new Hotpoint refrigerator series, built exclusively at its Research and Development (R&D) base in the province of Manisa, near the Aegean coast. Built with Turkish engineering, 60 percent of the Hotpoint series will be exported abroad, while the remainder will be channeled to the local market.

The Hotpoint series is known for extending the shelf life of its fruits and vegetables by up to nine days. Indesit Sales Director Turgay Dağ told daily Sabah that the Hotpoint label was developed after a 17-month R&D phase using Active Oxygen technology.

Dağ said they would manufacture 20,000 refrigerators in the first year, and that they had already received a high number of orders.

Company Marketing Director Marco Falaschetti added that the refrigerators were designed with Turkish consumers in mind. He said Turkish consumers were known for buying a lot at one time and that this often led to a waste of fruits and vegetables in the refrigerators. According to Falashcetti, the series also lowers the production of bacteria by as much as 90 percent, as well as reducing the development of bad smells by 70 percent.

Every year 45 million tons of fruits and vegetables go to waste in the United States. This figure is 20 million for England and 8 million for Turkey. Therefore, Indesit believes there will be huge demand for this refrigerator series from abroad, according to the source.