New Perspectives
March 2011
Saladmaster: The Great Taste of Success
A growing awareness of ‘we are what we eat’ means more and more people are looking for ways to improve their eating habits. The specialist cookware company Saladmaster is now inspiring thousands of people across Europe with its revolutionary solution to cooking food. Here Annie Roberts talks to Ayo Olaseinde, Executive Sales Director, United Kingdom and Ireland, about this enterprise, which is now building on its 65th year of success.
The smell of overcooked cabbage, boiled to within an inch of its life, is enough to dull most people’s taste buds!
So it is a confident company that opts to cook cabbage during the demonstration of its cookware products. Add to the mix more ingredients – from chicken to carrots and even fish and a boiled egg – all cooked naturally using no water, no fats and no oils. This is one company certainly rewriting the basic rules of the kitchen.
But there is no lack of confidence from Saladmaster, the Specialist Cookware Company celebrating its 65th anniversary in 2011.
The selection of cookware, developed by the US-based company, is winning new supporters across Europe, much to the delight of Ayo Olaseinde, Executive Sales Director, who heads up the UK and Ireland division.
It was in 2006 that Ayo, who has more than 20 years in the direct selling industry, put his plans for early retirement on hold to develop the brand in the UK and Ireland.
“I was looking for fresh opportunities and had semi-retired but was approached by Saladmaster,” explained Ayo, who is based in Staffordshire in the heart of England. “I was interested, but I knew it involved cooking and specialised cookware and I have never been a chef. While I did my bit in the kitchen, it was never my forte. But I had an open mind and decided to take a look at what was on offer.”
His mind was made up when Keith Peterson, President of Saladmaster, and Vice-President Shirley Loutzenhiser flew in from the company’s US headquarters to prepare a meal at his home using the cookware.
“One of my philosophies is that I should never ask someone to do something I wouldn’t or can’t do myself, but it was a surprise when they came and cooked in my home,” Ayo said.
Like thousands before and since, Ayo and his guests ate food prepared in an airtight container, at 86C (187F) without the need for water, oils, fats or even seasoning. Ayo said: “We don’t make any health claims, but the food is proven to retain up to 93 per cent of its nutrition [study conducted by the University of Wisconsin Food and Science Department], which means it’s better for your health and wellbeing.”
Customers’ testimonials endorse the company’s self-belief, and in the UK and Ireland the sales have topped £40 million in just five years.
Ayo talks of customers with irritable bowel syndrome, diabetes and high cholesterol who are enthusiastic about how the cookware has enhanced their lifestyles. The business works closely with charities such as The Cancer Project and is keen to endorse its mantra: “We Change Lives.”
It is a message now spreading across the United Kingdom, with Ayo aiming to fulfil an ambition to build a network of 150 dealership offices across the UK and Ireland with the free health and nutrition dinner party demonstrations still at the heart of the company’s success.
Ayo said: “For three years we had 100 per cent growth each year, most of it through recommendation, and even though we’re in a recession we’re still doing well.” He continued: “The dinner party is a good way of showing people what we’re talking about. We want people to not only see what our products can do but taste what a difference the cookware makes to the food. I think that’s very important.”
Ayo spent his early days with the company demonstrating at more than 400 parties, enabling him to build up his knowledge of the cookware’s capabilities.
“I decided to start as a Sales Consultant, so the parties enabled me to see first-hand what could be achieved and what people were asking. When I’m interviewing there’s always one thing I say to people. ‘If you don’t believe in the product and you don’t get the wow factor, then don’t take the job.’
“I’ve always believed that the only time you have to hard sell something is when you don’t believe in your product. When you believe in the product you speak with a passion.”
The UK and Ireland success is built on strong foundations. Initially focusing on Norway and Iceland, the company has now added other countries to its European operations, including Germany and Spain.
Saladmaster’s story began in 1946, when founder Harry Lemmons, at his home in Dallas, Texas, invented the precisely engineered shredder and slicer – the world-famous Saladmaster Machine.
Its success gave the engineer the confidence to invest more time and money in the business with a product range that meets the demands of today’s modern kitchen.
The attention to detail and confidence in the products have continued to inspire Ayo with the company’s bold statement, ‘We Change Lives’, which remains at the heart of all the company’s activities.
Ayo said: “I was looking for something different and I took time out to do my research before deciding to get involved. It was clear from what I was hearing that there was a need for healthier cooking and better nutrition in the UK. The increase in cancer and diabetes and diet-related diseases proved there was a great opportunity to make a difference. It is very rare in life that you can make a difference to society as well as make it a career. It was a great opportunity to leave a legacy.”
Like thousands of others who believe in Saladmaster, Ayo is still not eating his words – just his freshly cooked cabbage.
To find out more about the UK and Ireland division of Saladmaster, see the website at www.evolutionsaladmaster.co.uk.
