LG campaigns healthy cooking

Over 33 participants from LG subsidiaries and partners from 18 countries participated in the two-day event in Dubai. A team of special chefs and product specialists were flown in from Korea for the workshop that utilised a range of LG microwave ovens. The master class culminated in a cookout competition where participants, divided into four groups, cooked a five-course meal.

"Food and beverage products that support healthy diets, weight loss and on-the-go lifestyles are among the world's fastest growing," said K H Kim, President, LG Electronics, Middle East and Africa Operations. "Consumers are concerned about diet and health, particularly with all of the media attention on issues such as obesity and diabetes. LG's digital appliance division is increasingly focusing on developing products that promote a healthy lifestyle."

The demand on time has lead to the growth of several packaged food products including frozen meat. LG has maintained its market leading status in 2004 as the leading manufacturer of microwave ovens in the Middle East with a turnover of 52 million US $ last year, a 62.8 percent increase over 2003 results. The company is targeting sales of US $ 57 million from its microwave oven range.

LG boosted brand preference by varying the types of door, uses, appearance, colour and material used for manufacturing microwave ovens dependant on regional design preferences. For instance, LG determined that consumers in Latin American countries prefer circular and voluminous ovens whereas Americans prefer a hard rectangular shape. This multiple-design strategy was one of LG's success drivers in becoming global market leader in microwave ovens.

"We succeeded in gaining the number one slot by relentless attention to regional markets and product innovations like the combination toaster/microwave oven which has proved very popular in this region. Various menus were created following a study of food preferences by region and country," explained Kim.

Microwave cooking is faster than conventional methods of cooking and retains nutrients in the food. Protein foods don't brown when cooked in a microwave; this reduced oxidation means that nutrients like vitamin A and E are less likely to be destroyed. Food heated quickly (in a microwave) holds on to more nutrients than foods kept hot for a long time (such as simmering on a stove). Micro-organisms in food tend to thrive in temperatures between 5°C and 60°C. The microwave allows food to be thawed, cooked and served without spending much time in the dangerous temperature zone.

LG has introduced a 'One-Touch' feature to ensure customers could use a pre-programmed menu on LG microwaves. Recent innovations from LG have been its toaster/microwave combination oven and the SolarDOM light oven that cooks food up to three-times faster than conventional ovens by using a halogen heater.

"We believe in learning in a fun environment. Workshops like these are important to experience microwave cooking first-hand," said Kim.