Dubai: Instant cooking is getting an image makeover and if it can be added with liberal sprinklings of the latest health trends, it is all the better. This is what a local franchisee dealing in specialist cookware is betting on to grow the business.
Essential Health ME is the sole distributor of the Pro-Health Ultra line of cookware, which allows users to fry a chicken without using oil or steam fish without water getting into the mix.
"The engineered moisture seals in flavour, nutrients and aroma; the vacuum cookware also allows you to cook faster, using less heat, which helps prevent dry and tasteless food," said Reeves Sagario, a partner in Essential Health ME.
But saying so can only convince potential buyers so much. The proof needs to be in the pudding, so to speak. This is exactly what Sagario set out to do.
Rather than rely on flashy advertising or expensive locations in a popular mall, he went live with the products. "We knew we didn't need a spot in a busy mall because our business would most likely come from referrals," he said.
Instead the company went for cooking demonstrations and had people signing up for demo dinners, including members of the Sharjah Heart society. "Indeed, people who were aware of the health benefits started coming to us," Sagario said.
"The cookware is already popular in Canada, so it is just a matter of introducing it here and educating people about the health benefits."
Costly set
But isn't it still a hard sell to actually get shoppers to buy a cookware set costing more than Dh8,000?
"You can't put a price on quality cookware for quality healthcare," Sagario responded. "You can save money because of the lower energy consumption and reduced cooking time."
The product is also backed up by a double lifetime warranty which allows the owner to pass it on to someone else.
"We wanted to bring people in the Middle East a healthier cooking alternative; the lifestyle here is unhealthy," Sagario added. "Locals and expats alike have no time to exercise and many turn to fast food, which is why there is a prevalence of diet-related sickness."
Why is this cookware carrying such a high price tag? It is made using high-grade, surgical stainless steel with titanium used in it, as well as the vacuum-sealed cover that can withstand up to 390 degrees of heat to allow waterless cooking. Various layers ensure heat is spread evenly over the cookware, so there is no burnt residue.
Sagario said: "Our message is: "Why not start on a healthier lifestyle earlier?" We're not taking the fun out of your eating habits but we are showing you how to cook your food in a healthier way."
Marketing tips
- If ample benefits can be shown, consumers can be pursuaded to look at new product lines.
- Don't just go with the tried and tested methods in getting the message across. Even if that means live demonstrations — so be it.
- Be consistent with the message.
