Environment & Energy | Thursday 4 June, 2015 1:55 am |

Electrolux launches its range of air conditioners with the planting of 100 seeds of the UAE’s National tree, Ghaf Tree, as part of its commitment to plant 5,000 seeds in one year.



Electrolux is globally renowned for its stylish and high quality kitchen and laundry appliances. The Swedish brand has now launched its first-ever air conditioning range in the region using its years of technical expertise and superior product design capabilities. Consumer wellbeing is always top of mind in the development of any Electrolux product. Research shows that being confined indoors for most of the summer results in exposure to poor quality recycled air. Electrolux new range of air conditioners are specifically designed to combat this issue with a Pure O2 system with a 3M 4in1 filtration system that actively eliminates bacteria and viruses from the air, enabling a fresh and cooling sanctuary for the home.

As part of its campaign, Electrolux has pledged to plant 5,000 seeds of the Ghaf Tree in the first year of the launch of the air conditioner range. The brand has partnered with local NGO Goumbook’s Give a Ghaf intiative to carry out the planting. The endangered Ghaf tree is seen as a regional symbol of wellbeing and Electrolux is playing its role in the preservation of the regional environment as part of the company’s overall commitment to the region and its initiative for cleaner, healthier living. Tatiana Antonelli Abella, Managing Director of Goumbook and founder of the Give a Ghaf Tree Planting Program, congratulates Electrolux for taking such an important step in the UAE. “Our research and experience have shown that just about everyone wants to help, but getting involved is the difficult bit. This partnership with Electrolux will amplify the efforts allowing hundreds of consumers to make the right choice and make a difference,” she said.

To kick-off the campaign, Electrolux has invited select media, regional influencers and internal management to plant the first 100 seeds at the Greenworks Nursery at Al Barari on Thursday, 28th May 2015. The brand will also be planting a tree for every air conditioner unit sold and aims to grow its commitment in terms of the number of Ghaf trees planted year on year. Graham Bremer, Electrolux Head of Marketing MEA & Turkey, is committed to the Ghaf Tree initiative and states that; “Electrolux is delighted to be partnering with Goumbook on this important initiative to preserve and protect the National Tree of the UAE. Sustainability is at the very heart of our business, and we have recently made a commitment to reduce our Greenhouse gas emissions by 50% by 2020. This goal will be achievedi mainly through thoughtful product design and manufacturing. Electrolux’s continued focus on its environmental impact has been duly recognized by the likes of DOW Jones sustainability index, FTSE 4 Good and numerous other leading environmental indices that measure the performance of industry leaders in sustainability.”
The Electrolux air conditioner range includes split air conditioners, portable air conditioners and dehumidifiers, offering a complete home air care solution. Like all Electrolux products, technological advancement is geared toward consumer functionality and the range comes equipped with special features like a follow-me function that maintains the desired temperature the room wherever the remote control is located. The product is designed with a comprehensive 3M 4in1 filtration system that effectively targets mildew, bacteria, allergens and viruses; and provides a healthy home for you and your family. It combats stuffy indoor air through a Bio Hepa filter that removes airborne particles and deodorizes the room and its Fluent Soft program efficiently lowers noise level, leaving you with a fresh and tranquil sanctuary.
Electrolux air conditioners achieve sophisticated form and functionality through superior Scandinavian design, providing you with a product that is both reliable and stylish. “With Electrolux’s strength in cooking & laundry globally, we are enthusiastic about bringing our expertise into the Air Conditioner segment to benefit our customers with a complete product offering for their homes”, says Abby Thomas, Electrolux Product Line Head.
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Product specifications:
- Split air conditioners, portable air conditioners and dehumidifiers
- Superior Scandinavian design
- First-ever air conditioning range in the region
- Pure O2 system
- 3M 4in1 filtration system that effectively targets mildew, bacteria, allergens and viruses
- Follow-me function that maintains the desired temperature in the room wherever the remote control is located
- Bio Hepa filter that removes airborne particles and deodorizes the room
- Fluent Soft program that efficiently lowers noise level

Event Details:
Venue: Greenworks Nursery, Al Barari
Day and date: Thursday, 28th May 2015
Time: 10:30 a.m. – 12:30 p.m.


Event Flow:
- Guests will be welcomed at 10:30am at the Greenworks Nursery reception area.
- 10:30 a.m. – 11:00 a.m. – Presentation by Graham Bremer, Head of Marketing of Electrolux in the Middle East, Africa and Turkey and Tatiana Antonelli Abella, Founder and Managing Director of Goumbook
- 11:00 a.m. – 12:30 p.m. – The guests will experience the planting process by rotating through the different stages:
o Labeling of pots/bags
o Opening and selection of pods
o Filling of pots/bags with soil
o Seeding


Spokespeople:
1. Graham Bremer – Head of Marketing of Electrolux in the Middle East, Africa and Turkey
2. Abby Thomas, Electrolux Product Line Head
3. Tatiana Antonelli Abella - Managing Director of Goumbook and founder of the Give a Ghaf Tree Planting Program
Electrolux Profile:
Electrolux Group is the second-largest home appliance company in the world and the largest manufacturer of cookers. The Electrolux portfolio including air conditioner, cookers, refrigerators, dishwashers, washing machines and vacuum cleaners and are the highest ranking home appliance goods in terms of efficiency.

Electrolux prides itself on developing and promoting products which positively impact the environment and improve efficiency during use. As testament of its sustainability footprint, Electrolux has, for the third consecutive year, been ranked as an Industry Leader Household Durables in RobecoSAM’s Sustainability Yearbook, an annual rating of companies’ sustainability performance.

Electrolux received the highest rating of the ten companies assessed within the Household Durables industry and consequently claimed the Gold Class award.

About the Electrolux Group:
Electrolux is a global leader in home appliances, based on deep consumer insight and developed in close collaboration with professional users. We offer thoughtfully designed, innovative solutions for households and businesses, with products such as refrigerators, dishwashers, washing machines, cookers, vacuum cleaners, air conditioners and small domestic appliances. Under esteemed brands including Electrolux, AEG, Zanussi, Frigidaire and Electrolux Grand Cuisine, the Group sells more than 50 million products to customers in more than 150 markets every year. In 2013 Electrolux had sales of EUR12.6 billion and 61,000 employees. For more information go to: http://group.electrolux.com.