kbb Birmingham 2020: ‘More opportunities than ever before’, says Insinkerator

Exhibitor interview: Anne Kaarlela, marketing communications manager, Europe and Russia, Insinkerator


Q: How do you view the health of the UK KBB market? In what ways could it improve and how can the industry improve it?

A: With the ongoing uncertainty of the previous year behind us, the consumer will feel more assured of the future. The market has remained healthy in many quarters but, with that uncertainty removed, it should be a very positive year ahead.


Q: How do you think the relationship between supplier and customer is changing? 

A: The marketplace is forever challenging and undergoing change, whether it is the launch of new and competitive products, new markets, new suppliers, distributors or buying groups – this should, however, always be seen as an opportunity. Businesses have to take advantage of the opportunities that suit their plans and drive their businesses. As for the supplier and customer alliance, it will always be a case of strengthening and working with the one that supports and drives, develops and makes your business profitable.

There are many more opportunities than ever before and it is essential to adapt and work with those most appropriate to your business’s needs.


Q: What are the main challenges you will face as a business this year and how will you overcome these?  

A: The hot tap market in the UK is very competitive. We aim to set ourselves apart from the competition by highlighting the recognition Insinkerator has received from trusted sources, alongside our esteemed brand heritage, reliability, reputation, and product warranty. We will continue to invest in the specialist kitchen tap market and provide consumers with affordable, high-quality taps from a brand they can trust.

A further challenge Insinkerator has faced in the UK market is the misunderstanding that surrounds food waste disposers. These include the safety and noise levels of the appliances and what happens to the food waste particles once dispensed down the drain.

Our food waste disposers are completely blade-free and allow food waste to be dealt with instantly, hygienically and in a responsible manner with the further benefits of saving space and improving cleanliness in the kitchen.

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