Kitchen Cabinets – Beko Europe
Host: Jerry Helmers
Columnist: Maarten Zegstroo
Guests: Don van Etten and Anthony Assi (Beko Europe)
[00:02] Introduction to the episode and guests
Jerry Helmers: Welcome to another new episode of KeukenCast—the podcast for every professional in the kitchen industry, from kitchen designers to kitchen showroom salespeople. My name is Jerry Helmers, and I’m your host.
Jerry Helmers: And I'm here in the studio today with three guests. Of course, I've brought along my columnist and sidekick, Maarten Zegstroo, once again. But Don van Etten and Anthony Assi from Beko are also here.
Jerry Helmers: Before I introduce you in more detail, Don, who should listen to this podcast, and why is it especially important for them to listen to everything we’re going to discuss here today?
Don van Etten: Above all, they need to listen—and those who should be listening are, of course, the owners of kitchen stores. They’re curious about the latest trends. And they want to know how soccer is connected to the industry we’re in.
Jerry Helmers: How soccer is relevant. But then, Anthony, are we also going to talk about the Belgian national team? The Red Devils. If we’re going to talk about soccer in this podcast, too.
Don van Etten: So we're talking about it after all, aren't we?
Anthony Assi: Yes. We are at the World Cup, if I'm not mistaken.
Jerry Helmers: Oh, right, you guys have come a bit further than we Dutch have.
Anthony Assi: Yes, that’s right. No, I mainly think that kitchen specialists should listen. We’re also going to talk a little bit—and this is my take on it—about the Beko and Whirlpool brands. For people who want to get to know these brands better, I’d definitely say: be sure to listen.
Jerry Helmers: Yes, exactly—definitely listen. I think that’s one reason, in your opinion, why people absolutely have to listen. And that’s something that’s going to come up in the middle of this podcast.
Maarten Zegstroo: Yes, that's my minute.
Jerry Helmers: Maarten’s column. Maarten’s Minute. Well, of course we’re all waiting for that. Guys, at least now we know who needs to listen and why everyone needs to listen. I think that’s been made crystal clear to us.
[01:53] Statements as a warm-up
Jerry Helmers: I’d like to present a few statements to you. Just as a warm-up, to see what we think of them. And it would be fun if you two had slightly different opinions on them. Let’s ask our Belgian guest: Anthony, agree or disagree with this statement. Ultimately, Dutch consumers choose their kitchens mainly with their eyes and much less with their minds.
Anthony Assi: I disagree.
Jerry Helmers: I disagree. Don, what do you have to say about this?
Don van Etten: I agree.
Jerry Helmers: I agree. Oh, how nice! Two guys from the same company who already have different opinions on the statement. We couldn't have asked for a better start. What do you think, Maarten?
Maarten Zegstroo: I'll say that too.
Jerry Helmers: You go first. All right. We’ll undoubtedly come back to that later. I get the feeling we’re running out of time. One more statement. The “smart kitchen” has been promised for years. But the average consumer isn’t interested in it at all yet. Don, do you agree or disagree?
Don van Etten: I agree.
Jerry Helmers: And what do you think, Anthony?
Anthony Assi: Well, I agree.
Jerry Helmers: I agree. Maarten?
Maarten Zegstroo: I'll say that too.
Jerry Helmers: Well, at least we’re all on the same page about this. Here it comes again. And I’m going to run it by Maarten first. Consumers have so much information these days before they even walk into a showroom that the role of the kitchen salesperson has fundamentally changed.
Maarten Zegstroo: Fundamental?
Jerry Helmers: Yes, it's all in the words.
Maarten Zegstroo: Well, I still disagree.
Jerry Helmers: So you disagree. Don, what do you think?
Don van Etten: I completely agree with Maarten. I completely disagree.
Jerry Helmers: I completely disagree. Anthony?
Anthony Assi: I disagree.
Jerry Helmers: Well, one more then. I'll start with Anthony again. A kitchen appliance that has ten functions, only three of which the consumer actually uses, is simply poorly designed.
Anthony Assi: I disagree.
Jerry Helmers: Don, what made you laugh?
Don van Etten: I mostly see myself standing in front of that dishwasher, always pressing the same button.
Jerry Helmers: Yeah, what your wife wants you to do.
Don van Etten: Exactly. Yes, exactly that.
Jerry Helmers: Do you agree or disagree, Don?
Don van Etten: I disagree.
Jerry Helmers: I disagree. Maarten?
Maarten Zegstroo: Yes, I disagree, too.
Jerry Helmers: Yeah, okay, all right. Well, we’ll come back to this—either briefly or perhaps as the main topic—later in the podcast. I did hear a few interesting things here, though.
[04:07] Further introduction of the guests
Jerry Helmers: Let me introduce you a little more. Don, who are you?
Don van Etten: Kitchen Retail. Responsible for—as the name implies—the entire kitchen retail channel within Beko Europe. At Beko Europe, we represent three brands: Bauknecht, Whirlpool, and Beko. In today’s podcast, we’ll mainly be talking about Whirlpool and Beko.
Jerry Helmers: That’s perfectly clear. Anthony, I believe this is your podcast debut, too—you came all the way from Belgium to the studio here in Weert. So, tell us a little bit about yourself, because I don’t think you’ve been with the company very long.
Anthony Assi: Within the company. I'm a brand marketer at Beko Europe. What does that mean? Day in and day out, I work on everything related to the brand, communication, marketing, branding, PR, partnerships, and so on.
Jerry Helmers: Did you come along to this recording today just to keep Don in check a little?
Anthony Assi: Maybe a bit like a watchdog.
Jerry Helmers: Kind of like a watchdog. Seriously, dear listeners, you can’t see it here, but the tension is really building in the studio. This is going to be a really fun podcast. I’m sure of it.
Don van Etten: A drink for every occasion.
Jerry Helmers: A quick tap under the table for everything. So listen, if you hear some thumping, that just means we’re giving each other light taps here. Maarten, who are you? You’ve had a regular column on this podcast for a very long time. But could you briefly tell us again who you are?.
Maarten Zegstroo: Yes, I’m Maarten Zegstroo. I’ve been an editor specializing in the kitchen industry for about—well, the years just keep adding up, so I always say fifteen years, but by now it must be seventeen—years.
Jerry Helmers: That’s perfectly clear. How did we end up coming to you for this column, anyway? How did that idea come about, anyway? You always have a pretty sharp, unique opinion. I get that you don’t want to reveal just yet what today’s “Maartens Minute” will look like. But can we expect a bit of substance or a strong stance?
Maarten Zegstroo: Yes, well, it’s not exactly a bold statement. But it is a question that I think kitchen professionals might find interesting.
[06:05] Topics covered in this episode
Jerry Helmers: Great. Well, we’ll find out. What are we going to focus on in this podcast? As you heard, it’s now September 2026, and we’re going to go back in time very briefly to EuroCucina, which has been held. Trends, the energy, the atmosphere, the highlights—I’d love to discuss those with you. The concept of smart living: what exactly is that? You’ve conducted or devised research and presented it. We’d like to know more about that. Yes, it’s almost impossible to avoid: sustainability. Later on, we’d like to hear from you what you mean by the term “sustainability.” Because I think it’s sometimes become a bit of an umbrella term. And yes, as I mentioned, it’s now September 2026. As of the day of this recording, we’re about three weeks away from Küchenmeile in Germany. So we’re also going to take a sneak peek with you. And yes, we’ll be talking about Ajax afterward.
Jerry Helmers: Yeah, well, I think it’s a good idea, but I’ll keep my mouth shut. I also hope that the Feyenoord and PSV fans will stick with this podcast. EuroCucina, you guys were there.
Don van Etten: I've been there, that's right.
Jerry Helmers: Yes, of course. Could you summarize it for me? Can you do that briefly, in about a minute? I won’t set a timer. What were your impressions, especially when it comes to trends and the dynamics of the market? The atmosphere—what did you see, what did you sense?
[07:32] Trends at EuroCucina
Don van Etten: Yes, what’s abundantly clear is that a shift is indeed taking place in the world of kitchen enthusiasts globally—or at least across Europe. You see a wide variety of colors. You see pastel colors. There’s a trend toward rounded elements, like round countertops, for example. You can see that appliance manufacturers are responding to this very well by producing colored appliances as well. So, as far as the Netherlands or the Benelux region is concerned, we were trendsetters in this area. We actually introduced a number of colors on our products last year. But you’re also seeing more and more of this from the competition—whether it’s beige or blue.
Jerry Helmers: But where does that come from—that need for color? Or no, at least the need for color can be marketed.
Don van Etten: Well, I think it mainly has to do with a trend. How is a trend determined? That’s always the interesting part, of course. And it’s not just in the kitchen industry, mind you. It’s exactly the same in fashion.
Jerry Helmers: Yes, but what do you think is the reason for that?
Don van Etten: Well, there’s definitely a growing shift away from the traditional style, where people mainly opt for a white kitchen with stainless steel or black appliances. But across Europe, you can definitely see a clear trend toward those different color schemes.
Jerry Helmers: Maarten, what do you think? Where does that need for color come from?
Maarten Zegstroo: Yes, I think that what Don is saying is, in fact, largely determined by the people who have the power to make decisions in the industry, so to speak.
Jerry Helmers: Well, who exactly are you talking about?
Maarten Zegstroo: Well, marketers, but also designers. And they play a very important role in this. And of course, we’ve seen white built-in ovens in the past. They disappeared after a few years. And now you see them making a comeback in pastel colors. And of course, we’ve also seen dark brown in the industry from time to time. It certainly offers a few more design possibilities.
Jerry Helmers: True.
Maarten Zegstroo: That's why I do welcome it. But whether it will last—that's always a bit of a question.
Jerry Helmers: Yeah, exactly. What do you think, Anthony? You're a brand marketer, after all.
Anthony Assi: I think one of the trends we’re really seeing is that, in the past, the kitchen was perhaps occasionally a secluded spot in the house. But now those walls have been knocked down, and we’re seeing that the kitchen has truly become the beating heart of the home.
Jerry Helmers: But hasn't that been going on for about fifteen or twenty years now?
Anthony Assi: Yes, fortunately. But in addition to those trends, we’re indeed seeing that people—precisely because the kitchen has been opened up so much, because it’s the beating heart of the home—feel that the kitchen naturally needs to stand out a bit. That it really… It’s something you can show off, so to speak. And I think those colors can help with that, too. It’s also becoming a part of your identity within the home. So I think that really does play a role.
Jerry Helmers: That is indeed a factor.
Maarten Zegstroo: Jerry, I also think consumers are asking questions about that. So consumers want to have a choice. The choice is, let’s say: in the past, you could choose between stainless steel or black. And then you’ll still have people who say, “Yeah, can’t I choose a different color?” The more often that happens, the sooner a supplier or manufacturer will say, “Well, we’re going to start offering other colors, too.”.
[11:03] Color Choices and the Influence of Trends
Jerry Helmers: But how do you guys view… Maybe I’m making an assumption here. Colors—I get it. Apparently, we all have a greater need for them these days. You say you’re seeing it more often, or that you noticed it more at EuroCucina, at the trade show. But the question is, of course: you have a nice home—a nice apartment, for example. Is it wise to choose something in color? Because ultimately, in ten or fifteen years, you’ll want to sell your home again, and then it’s always still the question of whether those colors will still work. I think this is always a bit of a balancing act for the consumer. How do you view that?
Don van Etten: Good question. Let me think about my own experience for a moment. Many years ago, I bought a house—an old one. I didn’t buy it because of that kitchen. No, that wasn’t why. And you’re talking about ten years. In ten years, that kitchen might need to be replaced again. Of course, you can see that coming. People who buy a new home want to shape it entirely to their own taste. And if they don’t like the color, these days you also have the option to wrap the cabinet doors. So no, I absolutely don’t see that as a problem.
Jerry Helmers: No, what do you think about that? What color is your kitchen at home?
Anthony Assi: Beige. Yeah, I don't really like the flashy colors either.
Don van Etten: Yes, but I’d like to add something—something you’re obviously seeing more and more of—which is the influence that influencers have on that. We touched on this briefly earlier in our preliminary discussion—the timeline that scrolls by on your social media. Once you’re on there, you see all kinds of things scroll by. And you can see that those influencers—driven, of course, by the manufacturers—are really capitalizing on that.
Jerry Helmers: Who do you think are the most important or most notable influencers in the culinary world? Are we really talking about… What’s his name? Bas Smit and Kim Kötter, who are all landing great deals all over the country.
Don van Etten: Yes, [inaudible].
Jerry Helmers: Okay, those are the first two that come to mind right now.
Don van Etten: Yeah, don’t ask me for names—that doesn’t mean anything to me. But you do see it happening more and more. And you also see more and more that everyone thinks they can be an influencer, and manufacturers are capitalizing on that. And so on, and so on. And that does play a very important role in the choice that ultimately determines what the consumer buys.
[13:25] Dynamics in the Dutch Kitchen Market
Jerry Helmers: Let’s go back to EuroCucina for a moment. We’ve been talking a bit about the trends. What kind of momentum did you sense in the market?
Don van Etten: You’re asking: What was the atmosphere actually like at EuroCucina? I find that a tough question to answer, because, of course, you get a European perspective there. And there are European customers from all over the continent. I’d like to keep it a little closer to home. How do business owners in the Netherlands experience it? This is a Dutch podcast we’re producing. You actually see two sides to it. You see the entrepreneur who complains and lets his mood dictate his outlook depending on the time of day. And then immediately says: “Things are going so badly in the industry.” But you also have the entrepreneur—and I deliberately emphasize “entrepreneur”—who is enterprising. And who, in fact, sees opportunities for growth in every period, whether it’s busy or not. Just look at the number of homes that need to be built. The government has simply issued a quota. So I still see the near future as very bright.
Jerry Helmers: But was that the vibe you felt, too? You want to bring that to the Netherlands, but is that a vibe you feel in the Netherlands?
Don van Etten: Yes, absolutely.
Jerry Helmers: Of course, there's no point in sitting at your desk feeling depressed.
Don van Etten: No, and there will undoubtedly be some—and there are—who do that. But you're not going to win that way. I don't believe it.
Jerry Helmers: Marketer, how do you convey your own message in a market where there is also uncertainty?
Anthony Assi: I think that, in any case… Yes, we do have two brands, of course—Beko and Whirlpool. And based on those brands, we can naturally appeal to a different customer base, which is obviously an advantage for us. But it’s not as if we’re going to capitalize heavily on the fact that these are perhaps a bit of a downer of times right now, so to speak. What is true, however, is that we’re also going to focus on certain technologies. For example, we’re seeing that Dutch consumers are very concerned—especially when buying a new appliance—that it should be sustainable. That it should be an appliance that effectively gives them an idea of how much it costs to run and so on. So those are issues we might be able to highlight more.
[15:47] What does sustainability mean?
Jerry Helmers: All right, let me make a quick transition to the third topic: sustainability. Well, as I mentioned earlier in the intro to this podcast, I’d like to hear what might be—well, perhaps—the ultimate definition of the concept of sustainability. Because these days, you can’t open a magazine, newspaper, or any other media outlet, turn on a TV show or YouTube channel, or even listen to a podcast, without hearing the word “sustainability.” I’m going to ask Maarten first. What is it? What is sustainability?
Maarten Zegstroo: Yes, as far as I’m concerned, sustainability works both ways. That includes energy consumption, but also the recycling process once the oven is returned. Of course, that can also be a form of sustainability. And suppliers are taking this into account more and more. That’s what sustainability means to me.
Jerry Helmers: Don, what does sustainability mean to you or to Beko?
Don van Etten: For me, sustainability is a process that has to make sense from start to finish. We often talk about a product being sustainable. Yes, but what does “sustainable” actually mean? Exactly. But a product also has to be produced sustainably. What does the factory look like? It’s not enough to just have solar panels on the roof. How carbon-neutral are those factories? And that’s something—when I look at our own company—that we take very seriously. And I don’t mean to step on Anthony’s toes, but that’s what matters most to me. So “sustainable” is a process that’s sound and sustainable from start to finish—not just a product made from recycled plastic bottles.
Maarten Zegstroo: An energy label is useless if the energy isn't produced and transported sustainably.
Don van Etten: Yes, the account manager who drives to a client in the right car, and so on.
Jerry Helmers: And so on. Anthony, do you have anything to add here? I think these two gentlemen have already covered it pretty well.
Anthony Assi: They’ve actually already explained very well that sustainability is in the company’s DNA. It’s not a buzzword—definitely not. And Don pretty much said it: you really have to think of it as… I always focus on the three pillars. On the one hand, there’s the production of the devices; on the other, the products themselves. We haven’t really talked about that in great detail yet. But sure, you can also start developing certain technologies. And, by the way, we actually have R&D facilities for that, spread across Europe, that work on this every day. Once the product has been used, how do you handle it? And that’s actually recycling.
Jerry Helmers: Recycling or processing.
Anthony Assi: Recycling, indeed. Yes, that's right. And Beko is actually very closely involved in both aspects.
[18:35] Making Sustainability Easy to Understand for Consumers
Jerry Helmers: But the question is—and always will be—how can you market this in a way that’s even a little bit appealing to consumers?
Anthony Assi: I do think so; it’s often discussed in a very lighthearted way. And people actually want it to be useful to them. We’ve also conducted a study ourselves. And I just mentioned it briefly a moment ago. The study showed that 86 percent of Dutch consumers said that when they buy a new appliance, they actually want it to be energy-efficient and so on. But at the same time, they also say that right now they’re not quite sure how to go about it, or that it’s still too difficult to actually know how much energy their appliance consumes. And I think that’s what consumers are really looking for. They don’t so much want an energy-efficient appliance or anything like that; they mainly want to have those tools.
Jerry Helmers: You know what I find interesting? What I do wonder is whether consumers who want an energy-efficient appliance do so because they care so much about the environment or because they want to spend as few euros as possible on it. Well, you tell me.
Anthony Assi: Well, at least a bit of a mix of the two. You're going to have both sides.
Jerry Helmers: But I'm in the Netherlands right now. Let's see what our Belgian guest thinks of our Dutch frugality. But it is a serious question.
Anthony Assi: I think you’re actually going to see both sides. There’s no getting around it. The planet isn’t doing well. We all have to do everything we can to take good care of it.
Jerry Helmers: Of course, opinions are divided on whether or not the planet is doing well. We’re already split into two camps worldwide. But isn’t it quite complicated for you as a company to market the whole concept of sustainability in a way that’s appealing, without coming across as some kind of climate alarmist?
Don van Etten: That’s who we are as a company, as a manufacturer. But here, for example, the government itself also plays a very significant role.
Jerry Helmers: Explain that to me.
Don van Etten: I think it’s very easy to explain. If you go back to the era when hybrid and electric cars first came onto the market, they were mainly financed by the government. Everyone is switching to electric vehicles, and all the subsidies are being phased out. Think of solar panels: at first, you could buy them with a subsidy. And now, having solar panels installed will soon cost you money. People are being taken for a ride by the government. And that might make it harder to believe what that salesperson on the shop floor says about sustainability. Because on the one hand, they’re being lied to by the government, and on the other hand, that salesperson says: you have to buy this product or this kitchen, because it’s sustainable.
[21:11] A Call to the Government
Jerry Helmers: Yes, before we go to the break, I want to say… But that wouldn’t do Maarten’s “minute” justice. But before we move on to his column in the middle of this podcast: one last question for you, Don. The government. Yes, I’m going to ask you a political question now.
Don van Etten: Just act normal. Well, what advice can I give? Be consistent and stick with it. But then again, that’s easy for me to say as a layperson, as a consumer.
Jerry Helmers: Well, maybe Rob Jetten is still listening—if he’s still prime minister by the time this podcast goes online. That remains to be seen. Yeah, so the government needs to be a little more consistent. That might make it all a bit more credible in the end.
Don van Etten: Yes, I think so too.
Jerry Helmers: Audio column. Maarten, are you ready?
Maarten Zegstroo: Sure, sure. Bring it on.
[21:59] Maarten's Quick Take on Acquisitions
Maarten Zegstroo: The word “takeover” rarely elicits immediate cheers in the workplace. After all, what’s going to change? Will my job still exist? Will I have a new boss? And will the company I’ve sometimes worked for—sometimes for years—actually still be the same company? Still, a takeover doesn’t have to turn out badly at all. On the contrary, companies can strengthen each other, reach new markets, and benefit from each other’s expertise, brands, and scale. I’ve seen firsthand how quickly the playing field can change. First, Whirlpool and Indesit merged. Years later, another major change followed with the creation of Beko Europe, which brought together the European operations of Whirlpool and Arçelik. And now, another step has been taken in that direction. Brand names remain the same, organizations change, and behind the scenes, people have to find their place each time. And that’s precisely why I’m curious about the experience of someone who has witnessed all of this firsthand. How did you personally experience those changes and acquisitions? And can you give us a glimpse into the next step? Because that’s important for specialty kitchen retailers. How is Beko Europe organized now? And what, specifically, will we notice here in the Netherlands?
Jerry Helmers: “Kaboom,” I say. That was a real “Maarten moment” we can add to the annals. Don, were you taking notes? Because this wasn’t just one question at the end—it was actually four or five questions hidden in there—so I’ll hand it over to you.
[23:41] Merger of Organizations and Brands
Don van Etten: Yes, no—that’s an interesting question, Maarten. Thank you for asking. I’ve indeed been through quite a few changes, acquisitions, and the like. The two I’ve experienced, however, are quite different. First, Indesit was acquired by Whirlpool, which went a bit more smoothly. Now, we’re dealing with a collaboration, initially. The companies Beko Netherlands and Whirlpool Netherlands have been acquired, so to speak. This means you also have two completely different cultures that you have to merge. The challenge we’re still facing is that, officially, we’re still two separate companies. Fortunately, we have moved into a single office building. Previously, our colleagues from Beko were based in Zoetermeer and we were in Breda. Now we’re all in one office in Breda, which makes things easier. The complexity lies in the brands. At Whirlpool, we carried the Bauknecht and Whirlpool brands, while Beko carried the Beko brand—and you could see that Whirlpool and Beko, in particular, had a lot in common. So that means you’re selling two brands that operate in the same market. And yes, how do you differentiate them? That’s often tricky. By now, we’ve reached a point where both brands have a very clear position. We say: Beko operates more at the lower end of the market. They compete with ETNA and Inventum. Those are Beko’s direct competitors. If you look at Whirlpool, it operates more in the same market segment as Electrolux and Pelgrim. And a bit at the lower end of AEG’s range. So both have taken a very clear position. Yes, and then we also have a brand like Bauknecht, which positions itself above Whirlpool. Well, maybe some news for the podcast: the Benelux…
Maarten Zegstroo: Well, I can tell you're really shocked.
Maarten Zegstroo: I did have a bit of a… I’m not saying I saw that coming, because I was still thinking to myself: well, Bauknecht might be an interesting brand for certain things, so to speak. But I agree with you. I remember when Beko started with built-in appliances. I talked to Gerrit van Tijl about it back then. And they did say: yeah, it’s a bit like Whirlpool.
Jerry Helmers: True.
Maarten Zegstroo: And then you merged, and my first reaction was: “Oh, but they’re actually quite similar, so which one is going to adapt to the other?” So yeah, and you can see that shift, which is why Whirlpool had actually grown a bit more in the direction of Bauknecht.
Jerry Helmers: Was your sense of the market—or of what was going on in general, that gut feeling—accurate? It turned out to be accurate.
Maarten Zegstroo: Yes, that was true.
Don van Etten: We’re straying just a little bit from the question you asked. I’m embarrassed. So I’ll give the listeners a little teaser. If this airs before the Küchenmeile, come visit us at Gut Böckel in Germany. And I’ll personally explain why we’re discontinuing Bauknecht.
Jerry Helmers: Yes, but why don't we want to hear that here?
Don van Etten: Yes, but I was just getting into my story.
Jerry Helmers: No, but could you just explain it very briefly right now? Otherwise, it'll stick in our minds. We might forget it again.
Don van Etten: No, so we’ll be discontinuing the Bauknecht brand as of January 1. In other words: removing it from our product lineup. At Whirlpool, we’re going to add a product line that’s exclusive to specialty retailers. That’s how you should think of it. So that doesn’t mean it’ll be widely available on the market. Fixed pricing, high margins, different warranty terms, and so on, and so on. And that’s quite a teaser. I can’t explain it here with visuals—I can only describe it in words. But we’ll be showcasing those products at the Küchenmeile. What will be the differences compared to Bauknecht, and what’s the main benefit of this for you, as a business owner?
[27:53] Cultural Differences After the Merger
Jerry Helmers: I’m actually wondering, Maarten. Because, thankfully, you’ve just clarified this a bit. So we did go into a bit more detail and explain the breaking news a little further. I don’t get the sense yet, Maarten, that you’ve received a complete answer to the questions you asked. Because you also mentioned cultural differences, of course. Yes, Don, you brought that up. But what’s still on my mind is: where do you actually see those cultural differences, and how do you prevent the market from potentially being affected if those cultural differences between two companies do exist? Which makes sense. Two people, two companies come together; two groups with different backgrounds come together. There has to be some give and take.
Maarten Zegstroo: We’ll provide some context. Sometimes you see acquisitions where, let’s say, nothing remains of the smaller company. And that’s not the case at all here. So I’m definitely curious.
Anthony Assi: Yeah, how do you guys do that?
Jerry Helmers: Maybe the brand marketer can say something about that?
Anthony Assi: They’re both in the same category—that’s a fact. But they are different. They really do have a unique identity. Whirlpool, for example, is going to focus much more on the premium segment, as Don mentioned. It’s also very much about well-being at home. Beko, on the other hand, will target that submarket. It will focus more on trust, performance, and similar factors. It’s up to us marketers to really highlight those differences and, of course, present them accurately by country and by region. That way, we can make those differences clearer to consumers.
Jerry Helmers: Yes, but the kitchen showroom salesperson needs to understand it, too.
Don van Etten: Well, that's pretty much it. And above all: what's in it for that kitchen showroom salesperson?
Jerry Helmers: Yes.
Don van Etten: And there’s actually one very clear answer to that. We just talked about this at the beginning of the podcast—sorry, during our prep meeting—about how the Whirlpool brand was largely unknown across the market, particularly at those specialty stores. Well, that wasn’t always a positive thing. It also had to do with our investments in branding. I’ve been with Whirlpool for a very long time. I’ve been saying for a long time: let’s go on TV, let’s invest money in branding, let’s make our brands big. And we’ve always chosen to invest specifically in… What you can see right away is that Beko’s philosophy is just a bit different. They do invest in branding, with the result that we were on TV with the Whirlpool brand in May—the entire month of May.
Jerry Helmers: But any kitchen showroom salesperson or business owner with a specialty kitchen store would be happy that you’re also handling that promotion for them. For example, through that event—as you mentioned—in May. You’ve been in the spotlight everywhere all month long.
Maarten Zegstroo: Yes, ultimately I also think brand awareness among consumers is incredibly important. As a retailer, you really do have the ability to influence which brand you promote. But a brand that’s completely unknown makes that a lot harder.
[31:02] Who decides which equipment to choose?
Don van Etten: But this is an interesting discussion. Because is it really the consumer who decides, or is it the seller after all?
Maarten Zegstroo: No, I always think the seller is the one who decides.
Jerry Helmers: Or directs. Does he decide or does he direct?
Maarten Zegstroo: I can give you one brief example. Someone in my network was going to buy a kitchen. He asked me what he should… What kind of appliances he should get within his price range. So I gave him some advice. But he came home with a different brand. That’s because the salesperson was very knowledgeable about the brand he ended up selling. But the brand I had recommended could do all of those things too. It was just that, because the profit margin was higher on that other brand, the salesperson sold him that one, so to speak.
Jerry Helmers: Yes, how would you go about that? Because it’s certainly very interesting. Kitchen showroom salespeople also have their own tastes and preferences. And especially when it comes to profit margins, those preferences can be easily influenced.
Don van Etten: I don’t blame them either. When an account manager walks in full of enthusiasm, a salesperson is happy to sell your brand, because that person is so enthusiastic. Deliver on your promises. I always say: do what you promise, and promise what you do. For me, that’s actually the most important pillar. And margin—I think that’s a very important one, too. And that’s what we focus on most of all. I hear you saying that, too, Maarten. Margin is a very important factor. The consumer buying a kitchen isn’t thinking, “I’m going to buy appliances.” Instead, they envision a kitchen in a specific color scheme. And often, you see that the appliances are treated as a sort of afterthought.
Jerry Helmers: Yeah, so then you get to use them to the fullest, every day.
Don van Etten: One hundred percent—I completely agree with that.
Jerry Helmers: But consumers also realize that it’s precisely because of the open kitchen that it has become part of their home. So they see much more than just the concept of a few appliances put together.
Don van Etten: From the kitchen. And he’s got the kitchen all to himself. And to put it very simply: if the kitchen is absolutely top-notch and you’re going to put black appliances in it anyway, is there really that much of a difference in the black finish between brands A, B, C, and D? I don’t really think so.
Jerry Helmers: Exactly. Unless your salesperson—and that’s an interesting one in itself—is actually more into gadgets and wants to explain that it’s better to buy this one because it can do this, this, and this more than that one.
[33:51] Personal Experience with Acquisitions
Jerry Helmers: We did take a few detours, but they were relevant. Did you get a somewhat satisfactory answer to the questions you asked?
Maarten Zegstroo: I have one more quick question. How did you feel about all those acquisitions?
Jerry Helmers: I think that one was still open, too.
Don van Etten: It sounds really stupid, but in a positive way.
Maarten Zegstroo: Yes, of course that's always possible.
Jerry Helmers: Why would that sound stupid?
Maarten Zegstroo: I didn't ask the question because I expected a negative answer.
Don van Etten: No, not at all. People are often uncertain, after all. What will happen to my job? What will happen to my position? Will I still be part of the team? Do I have to leave? And I’ve certainly seen that uncertainty in other colleagues as well. I always try to look at it from a different angle: every change also brings an opportunity. Personally.
Jerry Helmers: But you don't find that out until a year later.
Don van Etten: Well, why? No, that’s not necessarily the case. I mean, like I said. Sometimes, back when we were still competitors, there were definitely things happening at Beko that I was jealous of. As soon as it became clear that we were joining forces, I immediately thought: Hey, that’s great, because I’ll be able to do that too soon, or I’ll have that too soon.
Jerry Helmers: Sure. I’d like to move on to the next segment. I can still see Maarten looking somewhat serious, with a furrowed brow…
Maarten Zegstroo: No, I completely agree.
Jerry Helmers: No, that’s perfectly fine. Because we’re still going to talk about smart living, a preview of the Küchenmeile, and—PSV and Feyenoord fans, take note—AFC Ajax. But first, smart living. I look at Anthony.
[35:22] What is smart living?
Jerry Helmers: “Smart Living”—what was that research about?
Anthony Assi: Smart living—whether you go by Beko’s definition or what we believe it stands for—can be explained quite simply as products that make life at home just that little bit easier, and technologies that also allow you to use resources like water or energy very efficiently.
Jerry Helmers: But was life really that complicated before this?
Anthony Assi: I think we now have a much better understanding of everything we spend, what we consume, and so on. So I definitely see a lot of positive aspects in the technologies that are currently emerging.
Jerry Helmers: Yeah, but was life complicated before this? We always managed to get by back then, didn't we?
Anthony Assi: That's certainly true.
Jerry Helmers: Well, I'm going to pass it on to Don for a moment.
Don van Etten: Of course, you can interpret this very broadly.
Jerry Helmers: Yes, definitely. And I love that. No, wait—smart living. I think Anthony explained it really well. But it’s a concept I think we’re going to be talking about more and more in the market.
Don van Etten: That’s right. You saw that at EuroCucina, too, by the way. You see that every manufacturer is adding AI to its appliances. But so many years ago, you actually saw exactly the same thing at IFA. Everything had to be connected, and that was supposed to be the future. So the common theme back then was connectivity—Wi-Fi, et cetera, et cetera. But what you do see now—and this is definitely a huge advantage, especially for consumers—is that, unfortunately, appliances do break down. No matter how you look at it. Today’s technology does ensure that the device itself can detect the malfunction, report it to the manufacturer, so that the technician who comes out, for example, can bring the right part with them right away.
Jerry Helmers: Well, but that’s one of those ways in which life is easier now than it used to be. Yes, that’s a good explanation. But what was that study about, then?
[37:10] Smart Living Index
Anthony Assi: Well, we conducted a study—the Smart Living Index—in which we surveyed 12,000 respondents from all over the world. That’s a total of twelve countries. We asked them questions about water consumption, energy, sustainability, and smart technologies. And that revealed a number of interesting findings. I mentioned this briefly just now. If you really zoom in on the Dutch market, for example, we see that a lot of respondents say they think it’s important to have devices in their homes that give them an idea of how much water or electricity they’re using. At the same time, those same respondents also say they don’t really know how to do it yet—they still find it too complicated. And yes, we can learn from this that we at Beko still have a lot of work to do… Yes, we definitely need to take it up a notch to make it easier for those consumers to actually put this into practice.
Jerry Helmers: That also means that the kitchen showroom salesperson has to understand it all, because ultimately, he or she is the one who has to explain it to the consumer in a way that makes sense.
Don van Etten: I completely agree with that.
Jerry Helmers: Is that happening?
Don van Etten: Well, yes, but of course that presents another challenge for us—our account managers. They need to make sure they explain it correctly to the salespeople, and the salespeople, in turn, need to explain it correctly to the consumers. But that brings us back to the question: how is that kitchen sold? Because if the appliances really are just a minor detail, then there won’t be much talk about them. Then it’s mainly about designing the kitchen and getting the consumer excited about it. And then: “Would you like to add these appliances?” Period. Yes. And I actually think that a salesperson can get more out of that kitchen sale by thoroughly familiarizing themselves with all the specifications—not to sell that 1,200-euro appliance, but the 2,000-euro one, because it does indeed offer added value to the consumer.
[39:13] The Development of Smart Devices
Jerry Helmers: Maarten, smart living—what’s your take on that? If we were to talk about smart living again in two years, would we be at a higher level than we are now?
Maarten Zegstroo: Oh, I think so. It’s actually been a while since devices started becoming “smart”—even though some of them didn’t really need to be. I don’t need a push notification telling me my dishwasher is done. I often hear that final beep, or I see the number, or the dot on the floor turns green—so that’s already pretty helpful. That’s how I felt in the early years. In recent years, though, you can see that it’s becoming easier for consumers to have the hassle taken out of cooking—in the best and easiest way possible. When I’m talking about the oven in this case, I mean that the meal you want to prepare is cooked as well as possible by the oven itself. Actually, to put it briefly. And I do see some really positive developments in that area. Playing “restaurant” at home is becoming easier and easier, and I’m a huge fan of that.
Jerry Helmers: But is cooking still fun if it can all be programmed in such a “smart living” kind of way?
Don van Etten: That’s up to each person to decide for themselves. But if you were to ask me personally, for me it’s a form of relaxation. Absolutely.
Jerry Helmers: But is it really relaxation if everything is completely controlled by AI or smart living—or whatever concept you subscribe to?
Don van Etten: Well, AI doesn't cut your vegetables for you. AI doesn't...
Jerry Helmers: Maybe in a few years.
Don van Etten: Yes, maybe. Yes, that could be. Then you’ll have to ask me that question again. I completely agree with Maarten that when you look at today’s technology, it takes you through the process step by step. When should you put this in the oven? When should you put that in the oven?
Jerry Helmers: Yes, but that’s exactly the point I’m trying to make. It seems as if nothing is allowed to go wrong anymore. We’re creating a society where, at some point, we really won’t be able to tolerate mistakes or failed apple turnovers anymore. How do you see that from Beko’s perspective, and how do you see it in Belgium, Anthony?
Anthony Assi: I tend to see it in a positive light. I see it more as an advantage. I think these technologies can ultimately help us improve our cooking skills, which may not have been as much the case in the past. But let’s also come back to that study. What we see there is that… We also asked about AI and similar topics, as well as smart technologies. And there we see that consumers also say something like: okay, we think it’s important to have smart products, but technology just for the sake of technology isn’t useful to consumers.
Jerry Helmers: No, exactly.
Anthony Assi: What they're really looking for is technology that enables them to actually improve—for example, in the kitchen.
Jerry Helmers: Clear.
Anthony Assi: And they think that's very important.
Jerry Helmers: Clear.
Maarten Zegstroo: I do understand what you're saying, Jerry. Because you're basically asking: is it still fun? Because if you're good at a certain dish, soon everyone will be good at that dish.
Jerry Helmers: Yeah, because you've got to be able to laugh at a sunken apple pie, right?
Maarten Zegstroo: Yes.
Jerry Helmers: Yes.
Maarten Zegstroo: Yes, I don't think that would apply to everyone. There will be people crying in the kitchen, too. But I think that if people just want to enjoy a good meal, they can do that now without necessarily having to be really good at it.
Don van Etten: But that's not all. I mean, whether you're following along on your oven's screen or you're printing out a recipe and following the steps. Yeah, that's it, isn't it?
Maarten Zegstroo: If you use Grandma's recipe, Jerry, Grandma's recipe doesn't say eight minutes—it says seven.
Don van Etten: Exactly.
Maarten Zegstroo: AI.
Jerry Helmers: Okay, well, I guess I'm turning almost sixty.
Maarten Zegstroo: Yes, that's right.
Jerry Helmers: Anyway, regarding that new technology—and the ways AI will help consumers—we’ll undoubtedly be discussing that at the Küchenmeile as well.
Don van Etten: Absolutely.
[43:17] A Preview of Küchenmeile 2026
Jerry Helmers: As I mentioned, this podcast was recorded in early September. Counting from now, in about three weeks, we’ll all be back there in Germany. Don, I’d like you to give us an exciting preview of Küchenmeile 2026.
Don van Etten: Yes, and all I can do is tell you what you'll see here.
Jerry Helmers: Yeah, but that's exciting, isn't it?
Don van Etten: Absolutely, absolutely, absolutely. What will you see at our booth? As I just mentioned, we’ll be showcasing Whirlpool’s new line. Those will be available starting at the end of this year. That will replace Bauknecht. But what we’re showing is even more interesting: at the end of next year, we’ll be launching an entirely new line called Genesis. We already gave a small preview of it at EuroCucina. In a sort of hidden room for special guests, and so on, and so on. We’ll be showing much more of it to a wider audience here in Germany. And that’s definitely worth seeing. It’s truly a high-end line from Whirlpool. If you just look at the kitchen itself: a beautiful matte finish, handle-free, and AI, of course.
Jerry Helmers: In Germany, they say "K.I.," right?
Don van Etten: In Germany, they call it K.I. It’s worth coming to check it out. In addition, we’ve of course moved with the Beko brand, since we’ve naturally become two separate companies. At Küchenmeile, Gut Böckel, we’re now all under one roof, which makes it interesting to stop by and see what’s changed.
Jerry Helmers: So tell me, Anthony, are you at the Küchenmeile yourself? Did you schedule time to go there?
Anthony Assi: Yes, I'll be there.
Jerry Helmers: Yeah, are they serving any tasty snacks? Can we get a glass of champagne at your booth? Help us get in the mood.
Anthony Assi: I think, in any case, it's always a lot of fun there—or so I've heard.
Jerry Helmers: Yes, because it will be your first time.
Anthony Assi: I think this is my first time. I’m really looking forward to it, too. I’m also very curious to see how the two brands are presented side by side. And I’m just looking forward to the atmosphere. It seems like a really fun place to explore everything.
Jerry Helmers: Maarten, are you going to the Küchenmeile?
Maarten Zegstroo: Absolutely. Yes, I was just about to say: if you’re not there… I can also say about Küchenmeile that, in recent years, I’ve found Gut Böckel to be an increasingly enjoyable place to visit.
Don van Etten: That's right.
Maarten Zegstroo: It used to be a bit of a German enclave. Except for Miele. I went there for Miele. Otherwise, it was mostly German companies. And now you do see the Dutch branch represented a bit more. That’s partly because of the MHK that’s there. So no, I’m definitely looking forward to it.
Don van Etten: That’s absolutely right. You can also see the collaboration among Dutch companies. So we’re advertising together, as a group, to indeed get as many Dutch people as possible to come that way.
[46:03] Practical Information About the Küchenmeile
Jerry Helmers: Before we ask the PSV and Feyenoord fans to mute this podcast for a moment—since we’re talking about AFC Ajax and Amsterdam—let’s get a little commercial. Could you quickly tell us the dates of the Küchenmeile? Could you also mention the booth number, address, and location again? Do you have that information handy?
Don van Etten: We don't have a booth number. We just have our own building.
Jerry Helmers: Building, yes, exactly.
Don van Etten: Gut Böckel. Anyone familiar with Küchenmeile Nederland knows where to find it. Off the top of my head, it’s officially until September 24. And we’ll be there every day. That means our entire team will be on site from September 20 through 24. We’re really looking forward to welcoming our Dutch guests and showing them our beautiful new products.
Jerry Helmers: Of course. That’s a nice little stroke of luck that you just have to seize. And all those specialty kitchen stores that want to meet Don in person or get to know Anthony—well, now they know where to go. And they might even spot Maarten wandering around in the hallways.
[47:03] Partnership Between Beko and Ajax
Jerry Helmers: Okay, Ajax. Why are we suddenly talking about that soccer club from Amsterdam on KeukenCast, the podcast for specialty kitchen stores in the Netherlands? It is my soccer club, after all, so I only want to hear positive things. Don, why do we have to talk about Ajax?
Don van Etten: Because we entered into a partnership with Ajax last year. That’s why we’re going to talk about Ajax.
Jerry Helmers: Tell me, what does that partnership look like? That’s my first question. And my second question is: do you have VIP tickets for Maarten and me for the Ajax-Feyenoord game?
Don van Etten: I'll come back to that. But I think Anthony could give a really great talk about our collaboration with Ajax.
Anthony Assi: Yes, I think first and foremost because there was a naturally great fit between the two companies, Beko and Ajax. Ajax places a strong emphasis on performance; they’re very active in sustainability and in training the next generation. And those are values that Beko also embodies. Trust is a very important one. As mentioned, we’ve become Ajax’s Official Confidence Partner for three years. So it goes far beyond just a traditional sponsorship. We’re also going to actively invest in setting up projects to train that new generation. But of course—and we can’t ignore this—it’s also a very large club with a vast reach and a very close connection to many Dutch consumers, whom we can then engage and to whom we can convey our values in a credible way.
Jerry Helmers: So what do the displays look like? How can a random passerby at the Amsterdam ArenA tell that there’s something from Beko on display?
Anthony Assi: Well, there’s always the traditional visibility in the stadium. So yes, banners and things like that. But we actually took it much further than just that traditional visibility. We set up partnerships with Ajax. We recently participated in an Open House, which was mainly attended by youth. They actually got to take part in an Ajax training session. We also set up an activation next to the stadium, where we placed two washing machines and a dryer. The kids were then allowed to kick a ball into the washing machine for a chance to win an autographed jersey.
Jerry Helmers: That's great.
Anthony Assi: That was really nice. The Ajax Clinic is coming up soon, and we're helping out with that. It'll be a real Ajax experience for a day. And we'll be there, too.
Jerry Helmers: Nice.
Anthony Assi: And looking ahead, we should also consider sustainability, for example—how we can actually bring those partnerships to life.
Jerry Helmers: A pretty unique collaboration. It’s just like you said: it goes beyond simply placing a sign along the center circle or the sideline.
Don van Etten: Yes, exactly. And of course, it goes much further than that. Because no matter how you look at it, when you walk in there, it does have an effect.
Jerry Helmers: Absolutely.
Don van Etten: Okay, the die-hard fans—Feyenoord, PSV—they’ll definitely…
Jerry Helmers: They're actually listening for once.
Don van Etten: Exactly, they've already muted him. But it does have an effect. Like I said, I'm not an Ajax fan myself.
Jerry Helmers: Well.
Don van Etten: But it always moves me when I walk into that stadium. And I do enjoy going to a game. Plus, speaking from a business perspective, Ajax always plays against a team from another city. So you always have customers you can take there who are interested in that.
Jerry Helmers: Whether or not you’re an Ajax fan. Cool. Well, that second question I asked: those VIP tickets for Maarten and me. Yeah, and then suddenly there was silence here.
Don van Etten: There are VIP tickets and regular tickets.
Jerry Helmers: Yes, exactly.
Maarten Zegstroo: Yes, that's true.
Don van Etten: Ajax vs. PSV is next weekend.
Jerry Helmers: Yeah, yeah, I happen to be available. Well, we'll be doing some major maintenance here later, after this recording is finished.
Maarten Zegstroo: I hope I can play for a team like AZ or something like that…
Jerry Helmers: No, no, no.
Maarten Zegstroo: I’m in favor of [inaudible]. No, what I liked was—because I think that was the first commercial. Look, you’re partnering with—let me put it neutrally—one of the three biggest clubs in the Netherlands. And I think the first commercial was about the guy doing the laundry. And I think it was for the youth players, too. I thought that was a pretty unique choice. Because, of course, you could have started by saying, “We, Beko, are partnering with Ajax,” and then shown the Ajax 1 players or the coach. But no, it was beautifully filmed, in a documentary-style. The guy doing the laundry—how important it was that the laundry was done right. I thought it was a really nice choice, because it actually gave it a somewhat familiar feel, so to speak. But I also just thought it was nice that they chose to highlight that side of the sport—that side of the soccer club—rather than immediately focusing on the star players, let’s put it that way.
Don van Etten: That's right. That was also a deliberate choice.
[52:20] Three Tips for Kitchen Specialty Stores
Jerry Helmers: Anyone who had him on mute can turn the sound back on now. Because we promised the listener—and I may have pushed it on you guys a little, too—that we’d come up with three or four tips for those kitchen showroom salespeople. How much have you thought about this so far? Which one of you would like to take the floor to share three or four brief, to-the-point tips that both kitchen showroom salespeople and the owners of those specialty kitchen stores can actually use?
Don van Etten: Yes, the advice—or rather, the advice I’d like to share—is: dare to make choices. And what exactly do I mean by that? I suppose I’ll have to explain it.
Jerry Helmers: Yes.
Don van Etten: What you still see far too often is a fragmented product lineup. Not daring to make a clear choice for manufacturers A, B, or C, but instead going with manufacturers A, B, C, D, E, F. That makes you less attractive as a partner for a manufacturer. So dare to make choices. I think that’s a very important first step—or the first tip. The second: turn buying a kitchen into a real experience for the consumer. And I mean a genuine experience. Ideally, a consumer doesn’t buy a new kitchen every year, so for that consumer, it’s truly a significant moment. These days, they also have the option to visit kitchen showrooms A, B, C, D, and E within a three-kilometer radius.
Jerry Helmers: I do have a question, though: what exactly is “experience”? I mean, I bought a kitchen myself at least a little less than a year ago, and at the time I thought, “This wasn’t an experience.”.
Don van Etten: No, but you did buy it.
Jerry Helmers: Yes, because we're getting a new home.
Don van Etten: Yes, but why didn't you go to another one?
Jerry Helmers: Well, in that sense, they're a project contractor for the apartment complex.
Don van Etten: Yes.
Jerry Helmers: That’s also a practical choice. Because when you move, you save a lot of time and don’t have to take care of a lot of things yourself. But this wasn’t an experience. So I want to ask you: what is an experience?
Don van Etten: To me, the experience is that buying that kitchen feels like a celebration. That you’d love to give the salesperson who sold you that kitchen a hug. To say: “You did such a great job. Thank you so much.”.
Jerry Helmers: No, no. That's how it should be. I would have loved to give him a kick in the butt.
Don van Etten: Yes, but that's a missed opportunity for that salesperson.
Jerry Helmers: Absolutely.
Don van Etten: Maybe you would have spent a little more money if you had had that experience.
Jerry Helmers: Well, in the end, we managed to talk to another salesperson there, and we were able to work things out. But with the first salesperson, we just couldn't see eye to eye.
Maarten Zegstroo: That could certainly happen once in a while.
Don van Etten: The third tip: be especially aware of current trends. I still visit too many showrooms where I think, “They’ve missed the trend.” Or, “This is a trend from ten years ago.” In other words, the showroom isn’t up-to-date. Make sure your showroom is always up to date.
Jerry Helmers: So come to the Küchenmeile.
Don van Etten: So come to the Küchenmeile. You beat me to it.
Jerry Helmers: I can't even read your mind. But then again, maybe I can. Do you have a fourth tip? Or am I asking too much?
Don van Etten: No, I've prepared three of them.
Jerry Helmers: Okay, you’ve got three. That’s perfectly fine. Then let’s stick with these three. Because we also have the grand finale of this podcast: the Hall of Fame. So Don, I’m asking you now: are you ready for your 90 Seconds of Fame?
Don van Etten: Absolutely.
[55:50] 90 Seconds of Fame
Don van Etten: First of all, I’d like to thank you for the invitation. It’s been a great experience—I just wanted to say that. I’d also like to share one more thing: selling a kitchen isn’t just about a beautiful design, high-end appliances, or anything like that. It has to be an experience. Ultimately, it has to be a moment of trust. As I just mentioned: we don’t want to be just a manufacturer; we want to be a true partner to the business owner. That’s how we want to make a difference. We want to contribute ideas about product range, profitability, service, and market trends. We consider that to be very important. Short lines of communication, quick response, and doing whatever it takes. That’s also why, a year and a half ago, we put together a completely new team of KRT-specialized salespeople who are available to business owners day and night. A key element here—and this is very important—is that we manufacture 95 percent of our products in our own European factories. That’s significant, especially when it comes to sustainability. That’s why I’d say: come to Küchenmeile, come experience what Beko is all about, what Whirlpool is all about. And I’d be happy to explain much more: our sustainability efforts and the new team.
[57:25] Back to the opening statement
Jerry Helmers: But I’d like to wrap up by coming back to one of the statements I presented at the beginning. Because that one drew some slightly awkward laughter. At any rate, we laughed about it a little: what kind of answer should we give? The statement was: a kitchen appliance that has ten functions, only three of which the consumer actually uses, is actually very poorly designed. And you couldn’t help but chuckle a bit, Don. You had a bit of a furrowed brow. So I want to… All three of you said you disagreed.
Don van Etten: Yes, that's right.
Jerry Helmers: Could you provide some context or share your thoughts on what was going through your mind?.
Don van Etten: I’ll be honest—I said I disagreed so as not to criticize the people who come up with our products. No, just kidding. No, but ultimately, that’s actually true. I think—as far as I know—there have been all kinds of studies showing that, as a consumer, you often end up using just one and the same program. That’s not a good choice, because a machine with only three programs is often really basic. Whereas that product with ten programs offers much more than just those ten programs. That’s clear. So that’s why I disagree.
Jerry Helmers: Okay.
Anthony Assi: I think it’s also partly up to us as a brand to explain those different features a little better. It’s not so much that the device is poorly made, but I think maybe we need to do a little more to show people how they can use those technologies.
Jerry Helmers: Yes, exactly. So be it.
[59:01] Closing
Jerry Helmers: Anthony, suppose you were going to strike a deal in Belgium with a Belgian soccer club similar to Ajax. Which soccer club would that be?
Anthony Assi: I've always been a fan of Anderlecht.
Jerry Helmers: Anderlecht—so we need to get some business done there. Okay, all right. If anyone from Anderlecht’s management is listening: get in touch. Gentlemen, I want to thank you for coming to the studio. Don and Anthony, you made the trip all the way from your hometown to Weert. Thank you very much. I’d also like to say a huge thank you to our listeners for tuning in. This was KeukenCast, the podcast for every professional in the kitchen industry.
