Serving Up the Goods
Kitchen products bring home the bacon

"IRON CHEF AMERICA," "Ham on the Streets", "The Hungry Detective" - the menu of television cooking shows is bountiful these days. And if network television is any indication, there seems to be no end in sight of tantrum-throwing celebrity chefs and those that flamboyantly toss pungent spices into wide-brimmed pots and pans. Living in a country with an almost unnatural fixation on food - how to prepare it in under 30 seconds, how to slice and dice it without measure, how to concoct meatless dishes that taste like their mammal-laced counterparts - it's no wonder that, according to a survey conducted by PPAI, houseware accounted for 2.36 percent of promotional product sales in 2005, out selling popular favorites such as electronics, clocks and watches and, strangely enough, food! Not only do people enjoy eating, the also relish purchasing items that make their dining experiences that much more pleasurable.

"People are spending more time in the kitchen these days, as we see a growing trend for cooking at home," said Brian Fron, account manager at Odessa, Florida based BergHOFF International. "It has never been more important time to capitalize on this in the industry."

"Kitchen products are being used just like other promotional products, but with the advantage that the items will be used daily in the receiver's household and more often than any other typical gadget or or gift," noted Fron.

The varied uses Fron ascribes to kitchenware within the promotional products industry includes giveaways, corporate gifts and incentive programs. "The old saying. 'the way to [a man's] heart is through his stomach' [is true]," he said. "[Customers are able to capitalize on] this pretty unique advantage by giving kitchenware products."

Besides conjuring up nostalgic feeling of merriment other experienced by the well-fed, kitchen items are ideal promotion products because they are functional, have a high retention rate and offer a higher perceived value than other promotional giveaways, according to Erica Hubbard, national accounts manager at KtichenArt, Florence, Ala. Hubbard, whose company manufactures a variety of kitchen products, including spice carousels, measuring spoons and measuring bag clips, said, "Our kitchen products are great because they are space saving and functional items that a customer can get at a great price."

Hubbard pointed out that kitchen items can be found at the same price ranges as other promotional products. "Your customers would about the same as they would for another type of product, but you can be assured that the recipient is going to keep the items and use them frequently in the kitchen" she said.

Admittedly, kitchenware is not the first category the comes to mind when a promotional product need arises. However, the suppliers say giving the products a try is well worth it. "I would advise distributors to try [selling the items] at least once," said hubbard. "Their customers will love the items because of their uniqueness and functionality. It's all about having the knowledge to give the customer ideas for the products. It [requires some] thinking outside the box."

And, thinking outside the box is exactly the approach that KtichenArt has taken with its kitchen products. "We sell to financial institutions, hospitals, pharmacies, cat and dog-food companies, and wright-loss programs," noted Hubbard. "You have to think outside the kitchen when considering these products for promotions. Anyone can use the items as giveaways to promote their business and can be assured that the customer will keep and us it."

By the way of example, Fron explained that in Europe BergHOFF's kitchen items are most popular within the financial an pharmaceutical markets, both of which would appear unlikely targets for spatulas and pot holders. "People specializing in those fields should really take a closer look into our offering," he said. "We have very creative ways to help distributors implement these products in their current projects."

Fron agreed that selling kitchen items as promotional products requires some creativity on the distributor's part. "Distributors are always looking for unique ways to gain a competitive edge in he industry," he said. "Offering something such as kitchenware will achieve this."

With an inventory of more than 1,000 kitchenware and tabletop items, including knife blocks, barbecue sets, timers, and juicers, it is safe to say that BergHOFF faces some manufacturing hurdles. "Though we can always meet demand with little lead time, there are still occasional last-minute projects that, unfortunately, we can't always meet the needed quantity," said Fron. "We are continually increasing our inventory to prevent this, but with the large variety of our line, that can sometimes be challenging."

To get distributors' creative juices flowing when selling kitchen items, Fron offered some helpful tips. "Orange and lemon squeezers fit well into health-related projects and customers." he said. "Suggest knife sets with themes like 'Cutting the best deal for you' or Cutting-edge technology.' These are just a few examples of the thousands of ways to make kitchenware make the dough."

Looking ahead, both Fron and Hubbard said the proof of kitchen products is in the pudding. "I feel the kitchen items will continue to be a big part of the promotional products industry," noted Hubbard. "As more people see their usefulness, the category will continue to grow."

Fast Facts:
1.Kitchenware is functional, and has a high retention rate, and offers a higher-perceived value than other promotional products.
2.Kitchen items are sold at the same prices as other promotional products.
3.Kitchen products can be sold to financial institutions, pharmaceutical companies and weight-loss programs. Think outside the box when selling the items.

Graham, Cynthia . "'Serving Up the Goods - Kitchen products bring home the bacon." Promotional Marketing Dec. 2006: 26-27.