cookware - greenpan Tackling the toxins
Neil McIntosh, country manager UK & Ireland at The Cookware Company, talks about GreenPan’s PFAS-free ceramic non-stick cookware
of years is the growing awareness amongst media and consumers that most non-stick cookware in the UK contains PFAS (PTFE). Growing global media coverage of the risks to humans, animals, fish, and the water cycle of PFAS (contained in a vast majority of non-stick PTFE/PFAS cookware in the UK) is expected to emerge as a top purchase consideration in 2023 and beyond. We expect this will shift UK and consumers worldwide to shop brands that offer healthier, non-PFAS ceramic coated non- stick cookware,” says McIntosh.
T
he Cookware Company is a global housewares business operating in Europe, the US and Asia-Pacific with
a portfolio of high performance, healthy PFAS-free ceramic non-stick kitchenware. PFAS (Per- and Polyfluoroalkyl Substances) are a family of more than 4,000 synthetic chemicals that are highly fluorinated. They can be found in traditional non-stick cookware, and are named ‘forever chemicals’ as they are extremely durable and decompose very slowly. Not only are they almost indestructible, they can be very harmful to our health – especially when inhaled or consumed. In 2007, GreenPan (part of The Cookware Company) was the first brand to introduce PFAS-free ceramic non-stick cookware to the market. Since then, the business has sold around one PFAS-free ceramic non-stick product every 0.9 seconds worldwide, and it has become the leading expert in healthy PFAS-free cooking. Following his 10-year career at Le Creuset, Neil McIntosh joined The Cookware Company in August 2021 as country manager UK & Ireland to oversee the growth development strategy and business plan for the UK region. The Cookware Company’s mission is to eradicate all toxic non-stick cookware and offer consumers sustainable, high-performing alternatives. “Consumers have historically been attracted to beautifully designed, multi-purpose, functional cookware that fits the design and look of their kitchens. We expect this traditional motivation for buying cookware to change in 2023, with healthy, sustainable cookware becoming a key driver for consumers. One of the most seismic trends that will grow exponentially in the next couple
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Style and sustainability While GreenPan has set its focus on producing sustainable and healthy non-stick cookware, the business has not compromised on style and functionality. For 15 years, GreenPan has been the original pioneer of Thermolon, a ceramic non-stick coating with all the advantages of traditional non-stick but without harmful toxins. Featuring the Thermolon non-stick coating is the Première Collection. “Made with professional grade 3-ply stainless
aluminium heavy base guarantees optimal heat distribution, is metal utensil safe and the Pro-Tec reinforced rim provides extra protection. The new Barcelona Pro Collection has a sophisticated pitch-black colour which contrasts beautifully with the comfortable, mirror finish handles, manufactured in cast stainless steel. The upgraded sunken silhouette rivets deliver a seamless interior ensuring that there is no trapped food, and it’s easy to clean.” Looking ahead to 2023, GreenPan will continue to lead the calls for the phase- out of harmful PFAS non-stick cookware to safeguard consumers and offer healthy ceramic cookware alternatives. “We are delighted with the positive feedback we receive from our valued trade partners regarding our healthy ceramic non-stick cookware. We have created a comprehensive support package across all channels including display materials, consumer advertising and PR to drive sales out. Our focus in 2023 will be to further invest in POS and in-store/online messaging to maximise consumer understanding of PFAS and the healthier alternative offered by GreenPan ceramic non-stick cookware,” says McIntosh.
“With continual global media focus, mounting scientific evidence and regulatory scrutiny regarding their harmful effects, the PFAS family of chemicals is likely to be restricted by regulations from 2025 for all but essential uses such as, for example, medical devices.”
“In 2022 we have seen a strong increase in
steel, the Première Collection remains hugely popular due to the design, durable wrapped stainless-steel rims and sturdy handles, professional performance and Evershine technology which ensures that the pots and pans continue to look like new. Top chefs love the range as the latest ceramic ‘Infinite8’ Thermolon healthy, non-stick coating, is extremely durable and perfect for intensive daily use,” says McIntosh. GreenPan’s Barcelona Pro Collection,
featuring the brand’s top sellers, has also succeeded in meeting consumer expectations in terms of design and efficiency. McIntosh says “In addition to the ultimate PFAS-free Thermolon Infinite8 ceramic non-stick coating for extreme durability, the 5mm gauge forged
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new trade customers who are keen to offer a balanced range of both healthy ceramic cookware and traditional non-ceramic best sellers. We look forward to the growth of GreenPan cookware continuing in 2023,” adds McIntosh.
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