New LG Primian fridge showcased at dealer convention

LG dealers and distributors attended the dinner held on the sidelines of the launch of the global and regional digital leader's latest technological breakthrough, the Primian refrigerator. 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. The 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.

The two-hour convention included detailed product briefs and presentations delivered by Kevin Cha, Director, Digital Appliances Company Overseas Marketing Strategy Team, LG Electronics, and other digital appliance product specialists.

"We believe our dealers are an integral part of our marketing and sales operations and a major contributor to our success. The dealer convention is part of our comprehensive channel strategy to empower the partner community and support their business operations," said P C Choi, President, LG Electronics Gulf FZE.

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. 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.

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. The fridge has been endorsed by Bateel, the Saudi Arabia-based company that produces gourmet dates and date products.

"LG works to meet the increasing demands of the Middle East market; the unveiling of the Primian fridge is part of our strategy to deliver tangible value to customers. We have built very strong relationships with our dealers over the past few years and will continue to work hard to meet and exceed their expectations," said Choi.
"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," said Ahmed Yousuf Habib Al Yousuf, Deputy Chairman of Al Yousef Electronics.