Beko: Keeping veg fresh with light

Grocery shopping today can be fraught — one risks catching COVID-19 when going to the supermarket while online shopping can be a headache, what with glitchy apps and unavailable products. So a refrigerator that keeps the food fresh longer helps to keep those trips (or app-induced headaches) infrequent.

A new line of fridges called HarvestFresh by Turkish appliances brand Beko was launched last week via an online conference. The HarvestFresh fridges — which come in two sizes, 13.1 and 14.4 cubic feet — come with a promise to keep fruits and vegetables fresh for longer through refrigerator technology that preserves vitamins A and C for up to five additional days, as verified and approved by leading Total Quality Assurance provider Intertek Laboratories.

The fridge works by mimicking daylight. During the first four hours of the HarvestFresh cycle, the crisper lights will shine blue, mimicking dawn and the first light of the day. This is followed by two hours of green light replicating midday, and a further six hours of red light imitating the more muted tones of dusk. The drawers then turn dark for 12 hours to represent nighttime.

To help households another way, the fridge also works on an inverter motor, cutting energy costs. Gurhan Gunal, Country Manager of Beko Pilipinas Corporation said during the press conference that separate refrigerator and freezer cooling levels also help reduce its energy consumption.

According to Mr. Gunal, the technology was patented two years ago, but only hit the market last year. “In terms of patents, Beko is one of the world-leading companies with its own unique features,” he said. Beko is the global home appliances brand of the Arcelik Group and belongs to Koc Holding. The company’s stop to the Philippines is due to its expansion: between 2015-2016 they opened subsidiaries in Vietnam, Malaysia, India, and Australia; they also have factories in India, China, Thailand, and Bangladesh. “The Philippines is the latest stop to invest in the market.”

The brand is currently available in select SM Appliance Centers, Robinsons, All Home, Anson’s, Savers, Great World, and Manila Imperial Appliances Stores, and Asian Home Appliance Center in Cebu, and in e-commerce partners: Lazada, Household Appliances Trading hat.com.ph. — JLG