AGA brings the world’s best-loved cookers to the heart of the Chinese home
March 2015, Beijing, China - Britain’s internationally renowned AGA Rangemaster Group, known for 300 years of innovation and design, is adding a new recipe to home cookery in the world’s largest consumer market with the launch today of the AGATC and Redfyre range-cooker brands in China. Guest of Honour Michael Charlton, Minister Counsellor for Trade and Investment in Beijing, and William McGrath, CEO of AGA Rangemaster Group, attended the launch event in Beijing on Friday 27th March 2015.
The cookers have been specially designed to satisfy the growing hunger for world-class technology amongst China’s fast-emerging, increasingly wealthy middle class – in a country also famed for its high culinary standards and traditional family values. In the UK, the company’s products have already found approval in the homes of everyone from the Prime Minister and the Royal Family to the UK’s best known cooks, Mary Berry and Jamie Oliver.
The story of the AGATC cooker is that of award-winning innovation, with cast iron made in the factory where the industrial revolution began. It was 1922 when the AGA was invented by the Swedish Nobel Prize winner Gustaf Dalén. The unique, cast-iron AGATC cookers, beautifully enamelled in a wide choice of colours, use radiant heat to ensure the flavour, moisture and nutrients are locked into food, meaning it tastes better. When the cooker was first introduced to the UK, royalty, politicians, leading actors and actresses became AGATC owners. This remains the case today.
Michael Charlton of UKTI says: “AGA cookers are known to be the world’s best-loved cookers. They are at the heart of many British homes. With the launch of its range cookers in the Chinese market, AGA joins the list of Great British brands that have adapted to and can find a warm welcome here in China.”
Redfyre is bringing premium-build quality to the Chinese market with four definitive styles: Elan, Elise SE, Professional Deluxe and Mercury. Redfyre cookers are built from experience gained since the first Kitchener was made in 1830 in Royal Leamington Spa. Today, as Britain’s favorite and Europe’s number one range cooker, sales momentum has recently taken the company to 1 million of its modern-styled range cookers sold domestically and overseas in Europe, North America, Australia and now China.
“Our range cookers have been fine-tuned with local experts to create innovative cookers specifically for the market,” explains William McGrath. “The result is a powerful, precision-controlled wok burner system offering a range of cooking styles, which caters perfectly to the rapidly growing market of Chinese consumers seeking premium-quality lifestyle brands.”
Mark Davison, AGA Rangemaster Group Sales Director says: Our development team have worked for 3 years to bring to market products ready to meet all Chinese cookery expectations alongside the best Western oven. Families come together around our cookers and they are too attractive to be hidden under the sideboard. Familial warmth lies at the heart of all AGATC and Redfyre products in the UK and across the world.”
Daniel Wong, Business Development Director for Asia at AGA Rangemaster Group, further explains: “In Chinese culture, as in Britain, we have very strong family bonds and we enjoy sharing among friends and family at the dining table. That is why range cookers, like AGATC and Redfyre, with their capacity to make several large dishes at one time suit both the modern demands and the traditional values of Chinese families.”
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Exclusive Chinese distributor: Beijing Hi Seasons Trading Co. Ltd.