Bateel backs LG Primian fridge

The Primian refrigerator is specially designed to keep dates fresh and tasty, and to preserve the taste of other foods at optimal levels. The product, worth five million US dollars 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.

CNBC Arabiya, the first and only 24-hour Arabic language business information channel produced the testimonial. "Testimonials are a valuable tool that help companies communicate with their customers in a language they understand. At CNBC Arabiya we believe in offering a creative communication medium for our clients," said Rachid Mtaini, Vice President Sales & Marketing, CNBC Arabiya.

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. 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.

"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 K H Kim, President, LG Electronics, Middle East and Africa Operations.