When kitchen power couple chefs Rolando Laudico and Jacqueline Laudico started their catering business in 2000, they opted to buy a La Germania range oven. Seventeen years later, it is still working – a testament to the brand’s long history of creating durable appliances that started in 1909 under Bertazzoni SPA of Italy.
“Sometimes I wonder how La Germania makes revenues at all when their products are so well-crafted and have become known for their longevity,” Chef Rolando said during a cooking demonstration at Guevarra’s in San Juan, which uses La Germania range ovens and stoves.
“What I love about La Germania products is they do not breakdown easily, so that saves me money and time,” he added.
In between preparing classic local dishes with innovative twists such as lechon sisig served on mini-baskets made from crispy wonton wrappers with quail egg topping and garlic aoili drizzle as well as palabok roll served a la Vietnamese fresh spring roll, Chef Rolando demonstrated how La Germania’s latest gas range and mounted microwave combination oven have been meticulously engineered to be tough enough to withstand the constant heat and grind of the modern Filipino kitchen.
“We are generally viewed as an old brand. A lot of us probably grew up in kitchens with La Germania appliances. But old does not mean outdated. We have a solid history and a rich heritage to back us up,” said Leslie Tagle-Dinglasan, executive vice president of General Heat Corporation, manufacturer of La Germania products locally.
“La Germania is evolving with the times. For us, it is a matter of staying true to your principles while living up and adapting to the demands of our clients,” Dinglasan told Manila Standard.
According to Felimon Te, general manager of TW & Company Inc., distributor of La Germania across the country, the company does not sacrifice quality and design just to appear modern.
“We have updated our products in terms of aesthetics, but we still emphasize on quality,” he said in a separate interview.
Part of evolving and adapting to the kitchen requirements of modern Filipino homes is developing built-in stoves and ovens to cater to clients who live in condominiums where each square meter space has to be maximized.
The price range of La Germania is also extensive enough to cover low-income to high-income buyers, starting from less than P10,000 to as high as more than P100,000 for stoves, range ovens, range hoods, cookers and accessories that are prized for their superior quality and performance.
And with a network of 11 distributors from Luzon to Mindanao, Te said sales continue to rise, with about 50,000 units being moved annually.
Dinglasan said year-on-year growth is pegged at a “conservative but consistent five percent.”
“La Germania products make you feel at home, because really, Filipinos love to eat and we share food with people we love,” she said.
“I think that sums up the La Germania commitment,” Dinglasan added. “What we really stand for is passion for the products we come up with.”
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