Posted 3/23/2009 - 5:27:40 PM
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What are these?
CHICAGO— Epoca is introducing a new line of cookware here at the 2009 International Home + Housewares Show, Ecolution.
Marketed under the tag line “Cook well, do good,” Ecolution is a multi-tiered line of cookware featuring a water-based non-stick coating and bakelite handles overmolded with silicone. Ecolution is Epoca’s response to its customers’ requests for “green,” PFOA-free product.
“We’ve really put a lot of care into this cookware— we listened to consumers as they’ve emailed us asking for cookware without PFOA, asking what the chemicals are and if they’re harmful,” said Steve Melzer, Epoca president. “People have very strong concerns about that; not only about the safety of the non-stick, but about the performance and quality of the cookware [without it].”
And so Ecolution was born. In addition to its water-based, PFOA-free non-stick coating, new features include double rims, making the rim twice as thick as the body, which the company said adds for long-term durability. The lines will be diversified, said Brian Melzer, with different product ranges for different retail categories, with sets priced from $49.99 to $99.99. Epoca will be releasing three ranges initially, with the potential for more in the future. Colorful silicone handles and patterned bottoms also differentiate the line and its ranges at market.
“It’s a good/better/best strategy,” said Steve Melzer. “The ‘good’ line is concentrating on the non-stick surface— that’s what we’re selling there. As you move up, we increase the weight, put a silicone handle on it, add fun treatments to bottom for heat distribution and to add to the enjoyment of cooking.”
With the “best” line, the bottom is induction-ready, he said, and the ranges feature thicker bottoms to prevent warping and durability. The cookware bottoms also feature assorted patterns that are also featured in ergonomic, silicone handles.
“We really added a lot of personality to Ecolution as opposed to making it a commodity line of goods,” said Brian Melzer, Epoca’s director/business development. “Once again, we listened to consumers, who said they want to have that personal touch, so we’re trying to forge a connection with them by giving them the ‘green’ that they’re asking for with value, unique packaging and concepts that we’re marketing to them.”
Another important initiative, Steve Melzer said, is a commitment that Epoca has made to aluminum cookware recycling.
“We’ve set a goal that, for all the cookware we sell, we’d like to have 10% of the amount recycled,” said Brian Melzer.
To achieve this, the company is launching a three-pronged approach: they will unveil a new website featuring information on how to reuse old cookware in fun, unique ways; various charities that accept used cookware and also setting up drop bins at retail locations around the country in which consumers can drop off old cookware and recycling companies will pick it up and recycle it appropriately. Consumers who recycle cookware will get a discount on new Ecolution purchases.
“Our main push in educating consumers is on how they can reuse and recycle cookware,” said Steve Melzer. “We are including information in product packaging and educating our retail partners on how they can educate consumers on cookware recycling, and we’re putting part of our profit toward it.”
Epoca plans to sell Ecolution this month and begin shipping in July of this year. Once the first pan is sold, the website, they said, will go live.
“By doing that, we’re really trying to give the consumer incentives, financial and environmental, to recycle,” said Steve Melzer, “and I think that’s going to create a relationship between Ecolution and the consumers. By making the packaging and product fun and valuable and ‘green,’ we’re really working on branding as opposed to just selling a fry pan.”
