INTERVIEW | Insinkerator


Insinkerator 4N1 steaming hot water tap


The trend for consumption and waste cannot continue. It is our mission to be able to help our consumers to be sustainable


‘Our mission is sustainability’


During a recent trip from Wisconsin to the UK, newly appointed Insinkerator president Joe Dillon meets up with Vicki Evans to discuss the UK market and how its products are playing their part in the fight against climate change


D


espite celebrating its 80th anniversary this year, Insinkerator was ahead of its time with a message of sustainability that


perfectly resonates with the zeitgeist of 2019. The products have changed and evolved from being made from sheet metal and driven by a simple motor to its current sleek designs. However, there has always been a focus on sustainability. Joe Dillon became president in March, after having worked for parent company Emerson for 15 years. He is passionate about the sustainable aspects of both its waste disposal units and its hot water taps and speaks enthusiastically about the hidden ways it reduces carbon and methane emissions. When food waste is disposed of down the sink, it means that there is no rubbish collection, and there is also less methane produced than if it were simply left to decompose.


The M Series waste disposer


Q & A


Q: How is business in the UK? A: We have grown in markets like the UK, where those markets haven’t necessarily grown, but we can grow anyway despite the fact that overall spending and house prices are not that strong. We are all about participating in relevant categories – we are


giving consumers something more


attractive that just replacing existing appliances. It is an uncertain time and I think that we have plenty of room to run in our core areas of focus. We are excited about the path we are on and we see opportunities increase in our future. I see that the market is in our favour. Housing and consumer [goods] are not that strong, but the message about sustainability is growing. So that is a favourable background for us to operate in the UK.


Q: What is your strategy for the UK? A: We have been trying to grow the business sustainably for a number of years now. Going forward, that is still our intent. To make sure that our products address the needs of the consumers as we understand them. That has allowed us to grow sustainably in the past. We still have many market opportunities. If we look at the core of the business – household disposers and hot water taps, there is still fairly low penetration and representation in the market, so that is our continued strategy.


Q: A sustainable company structure for a business that focuses on sustainability? A: Exactly true, sustainability is a key message that we do try to communicate with our customers. It is our mission to be able to help our consumers to be sustainable.


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The trend for consumption and waste cannot continue, especially if you look at generational change. The generation that is coming up now, who are soon coming into the workforce, have buying power and are more environmentally aware. It is not the sexiest topic, but it is so vital right now. Food waste is about 20% of what goes into landfill. Foods usually are 80% to 90% water, so as it decomposes it releases greenhouse gases. Sustainability is a core value for us.


Q: What are the differences between the European and American markets? A: Trends in the kitchen are [often] introduced in Europe and then move over to the USA. I think one of the things for us – especially in hot water tap space – is that the users and consumers are sophisticated and are looking for an attractive product. While we have good offerings in both regions, we have to make sure that we fully leverage this.


Q: What do the retailers bring to the company? A: We have the right channel partners to support the market. The consumers need to come in and look at the products and we need to educate those retailers. It is one of our differentiators that we take the time to train retailers in our range of products.


Q: Are you looking at other product areas? A: The question is what is best for the consumers and where can we confidently say we have expertise? I think that is our focus. You can look around the kitchen, and we could make so many different things. We are not interested in doing too much. When you dilute the effort, you dilute the product, and we have particular expertise in certain areas.


kbbr kbbreview · December 2019


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