LG Electronics pioneers dates fridge for GCC market

The LG Primian refrigerator is specially designed to keep dates fresh and tasty, and to preserve the taste of other foods at optimal levels. Leading Saudi dates producer Bateel has already endorsed the novel fridge product.

LG is the first consumer electronics company to offer a convenient home appliance to store dates for up to six months at minus 25 degrees Centigrade. LG's Primian fridge also 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.

"Living in a climate where cooling is an essential part of everyday life, we are delighted to provide consumers in the Middle East with an intelligent alternative to ordinary refrigerators. Using the Primian's food management programme, you can store foodstuffs including dates, fruits and vegetables for longer and be assured of maintaining quality," said Kevin Cha, Director, Digital Appliances Company Overseas Marketing Strategy Team, LG Electronics.

"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," he added.

LG's Primian refrigerator comes in 320-litre and 210-litre models and can retain a temperature of minus 25 degrees Centigrade, the ideal environment to preserve dates and enhance their flavour. The three-compartment fridge is equipped with a JOG dial and wide Light Emitting Diode (LED) control, allowing users to set different temperatures for each compartment.

Attending today's launch, Ahmed Yousuf Habib Al Yousuf, Deputy Chairman of Al Yousef Electronics, LG's distributor in the UAE, said: "Innovation based on customer feedback is the key to growth and that is something both LG and Al Yousuf Electronics focus on. We believe in offering our valued customers the latest in cutting-edge technology, and Al Yousef's association with LG Electronics ensures we provide our customers with the latest and most striking products."

Each compartment of the LG Primian fridge operates independently and its Lock & Lock system prevents smell dispersion and leakage. Food can be stored at temperatures ranging from minus 25 degrees Centigrade to 3.5 degrees Centigrade, and the soft freezing technology keeps meat and fish fresh at minus seven degrees Centigrade.

"The Primian has a built-in fermentation programme that will ensure that food stays fresh for longer. The Lock & Lock function ensures that food is stored under optimal humidity. According to research information provided by Sydney Postharvest Laboratory in Australia, the optimal temperature to preserve fruits is 3.9 degrees Centigrade while vegetables stay fresh at 3.1 degrees Centigrade," said Kevin Cha.

The Primian fridge has been endorsed by Bateel, the Saudi Arabia-based company that produces gourmet dates and date products. The Bateel farm produces 22 types of dates, which go through a rigorous ripening and sterilisation process before being elegantly displayed in temperature-controlled boutiques.

"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."

With three slide-out split compartments, utility bins and adjustable gallon size shelves in each door, the LG Primian refrigerator is sure to become the most organised space in the kitchen. The drawer-style freezer opens to reveal three convenient pull out drawers.

Both Primian models feature LG's exclusive even cooling system in which all refrigerator shelves are fitted with venting ducts for optimal cavity cooling and food freshness. They also have an express freezing function that helps lock in freshness, and digital temperature controls that allow different temperature settings for each refrigerator compartment.

"As with all our products, the Primian offers great functionality, value for money, and exciting features, and will further expand our already successful refrigerator range. At LG, we have set new standards for refrigeration, and we hope the Primian series will allow customers in the region to invest in what it is arguably the most essential home appliance with greater confidence and peace of mind," said Cha.