An Innovation that Keeps the Market Fresh
With fresh juices and dairy products in and out of factories, warehouses and supermarkets, there's no telling if customers are buying fresh products. When shopping for these perishable items for themselves and their families, they risk buying expired or inconsumable goods. Now with Milco's new and innovative Fresh-Check Indicator, customers no longer need to make that gamble.
Milco has placed Fresh-Check Indicators on its products to give customers a guarantee of the merchandise's freshness. These indicators show whether the products have undergone numerous changes in temperature, which negatively affect their quality and freshness. "The indicators demonstrate that the real freshness of a product is not only determined by the expiration date printed on the package, but also by the way these items are handled. They also allow a better follow-up of the cold chain from the producer to the customer," Academie de Medecine, November 1996.
Keeping products fresh is almost entirely dependent on maintaining the storage temperature of approximately 4 degrees Celsius and a constant 'cold chain', such that even delivery trucks and warehouses are appropriately cooled.
Here's how the indicator works. The indicator has two rings, one within the other. The outer ring does not change in color, whereas the inner ring is itself the indicator. If the inner ring is lighter in color than the outer ring, then the product's freshness is guaranteed. If the inner and outer rings are the same color, then the product is still fresh but must be consumed soon. If, however, the inner ring is darker than the outer ring, then the product is no longer fresh and inconsumable. There are no grey areas, in a manner of speaking.
"We make sure that consumers are well aware of the freshness of the juices and dairy products they purchase by giving them the power to see for themselves whether or not our stocks have been handled well. With Milco, customers always know the quality of the products they purchase," stated Fady Antonios, President & CEO of Milco.
Research in Europe has shown that the Fresh-Check Indicator has had a positive impact on customers. Out of 8 improvements possible for dairy products and fresh juices, 57% of customers chose the Fresh-Check Indicator as the number 1 indicator for freshness, Cuisine et Vins de France - February 1999. Olivier Beyer of Monoprix in France states that "70% of [their] clients use the Fresh-Check Indicator at home and rely heavily on it."
Milco also encourages customers to take measures to ensure that they keep the fresh juices and dairy products they buy fresh. For instance, after leaving the supermarket, customers should make sure that the products are in a cool place by placing the perishable goods in the back seat of their cars rather than their trunks; trunks invariably get extremely hot, especially in this part of the world, and will reduce their freshness.
"With Milco's Fresh-Check Indicator, customers can choose the freshest juices and dairy products without fear of being deceived. And if customers take minor precautions when handling these purchased items, they can be assured that the Milco products they buy will remain fresh."
-Ends-
For more information, please contact:
Camelia Adib
Account Manager
Third Eye PR
Tel: +971 4 282 0347
Fax: +971 4 282 0062
Email: camelia@thirdeyepr.com
© Press Release 2004
