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United States<br />
A famous chef<br />
Emeril Lagasse is a well-known chef who owns eleven<br />
restaurants in <strong>the</strong> United States. This partnership is a strong<br />
endorsement for <strong>the</strong> Group and guarantees <strong>the</strong> success<br />
of seven high-quality kitchen electrics products with a<br />
professional look: slow cooker, blender, fryer, pressure<br />
cooker, grill, breadmaker, pie & cake maker. Sales increased<br />
tenfold in 2011 through teleshopping. This partnership<br />
of choice also covers cookware and represented 8% of our<br />
sales under licence.<br />
United States<br />
Actifry, a Stateside star<br />
Following on from its success in<br />
Canada, Actifry is now gaining<br />
ground in <strong>the</strong> United States.<br />
Chosen by 40,000 families thanks<br />
to its nutritional benefits and its<br />
ease of use, it is featured in Oprah Magazine, which<br />
sponsors <strong>the</strong> Oprah Winfrey O You event, with<br />
demonstrations, competitions and online advertising on<br />
its Facebook and Twitter pages. All of this publicity, along<br />
with a TV ad campaign, gave sales a massive boost<br />
(+255% in 2011). More than 200 in-store<br />
demonstrations and a segmentation of <strong>the</strong> range by<br />
distribution channel completed <strong>the</strong> operation. The<br />
deployment of Actifry in all English-speaking markets,<br />
including Great Britain and Australia, has been<br />
enormously successful with sales increasing 4-fold<br />
between 2009 and 2011.<br />
* Oprah Winfrey's beauty and food magazine, 2 million copies<br />
in circulation. The presenter has her own show on American TV<br />
(The Oprah Winfrey Show).<br />
United States<br />
40 candles for All-Clad<br />
Following <strong>the</strong> grand finale of <strong>the</strong> Bocuse d'Or at SIRHA* in<br />
Lyon (France) in January, All-Clad celebrated its 40th<br />
anniversary at <strong>the</strong> Chicago Show**, in front of a panel of<br />
chefs and major retailers. It unveiled its new range of<br />
semi-professional electrical products, including slow cookers,<br />
waffle makers and toasters.<br />
* Salon International de la Restauration, de l’Hôtellerie et de l’Alimentation<br />
(International trade fair for <strong>the</strong> catering, hotel and food industry)<br />
**International Home and Housewares Show<br />
44 Business and Sustainable Development Report 2011
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