| James Kon |
INTRACORP (B) Sdn Bhd, the sole distributor of the Beko brand in Brunei, held the soft launch of the Beko ‘Eat Like A Pro’ (ELAP) Brunei Campaign at a roadshow at The Mall Gadong yesterday.
The campaign has been launched in over 100 countries since last year, successfully instilling healthy eating habits among children.
In Brunei, the ELAP campaign will run for six months and will include the launch of a series of events to educate the public on healthy eating by means of healthy cooking styles, and talks at schools to educate children.
Beko will also introduce its lose to win competition, details which will be revealed soon.
Akira Corporation Pte Ltd General Manager and Market Development Head (Brunei, Cambodia, East Timor, Fiji, Maldives, PnG and Samoa) Vincent Tan said during a press conference at the roadshow yesterday that, “This is an education campaign not a sales campaign. Beko came up with the initiative after noticing the growing global concerns of obesity, especially in children who are not eating healthily.”
Citing the World Health Organization, he said, “It is estimated that by 2025, 70 million children around the world will suffer from obesity. Brunei Darussalam is no exception.”
“Beko would like to play a part in addressing the issue. However, making kids eat healthy is a tough challenge as children don’t always listen to their parents.
“As children will do anything for their hero, and with Beko being the premium partner of FC Barcelona, by showing that FC Barcelona’s top players in the world eat healthy to stay in their best shape and to perform at their best, children would follow what their heroes do,” he added.
Healthy eating “starts from the kitchen and Beko has a very strong presence in this. The ELAP product range includes the Beko refrigerator, which features its unique cooling system to keep fruits and vegetables fresh for up to 30 days,” he added.
Beko Thai Direct Sales Manager Jean Pierre Blanchet said, “Beko’s refrigerator keep meat, cheese and fish fresh for up to three times longer with its ever fresh feature, while the Neofrost dual cooling offer two times cooling systems with faster cooling, no odour mixing and longer freshness. The active fresh blue light protect Vitamin C, and offers up to 30 per cent better preservation for fruits and vegetables. Good refrigeration would reduce food wastage. As a partner, we bring solutions to your everyday life.”
Other ELAP product ranges include Beko ovens that comes with slow cooking function to fully preserve the juice, aroma and flavour of the food, along with the essential nutrients, as well as many other kitchen appliances.
On its success in other countries, the direct sales manager said, “I don’t want to measure in sales. We did some very good events in Bangkok with international school students on how to use vegetables in the different stages so as to reduce wastage and help instil healthy eating. For myself, if a child wakes up in the morning and wants to eat healthy because of what we did, I will be happy.”
The Intracorp roadshow is held at The Mall Gadong until November 6.