Whirlpool 2010 Annual Report Download - page 29

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KitchenAid
KitchenAid is an enduring brand that understands the power that cooking and food have to
bring people together. The history of the brand extends more than a century, rooted primarily in
two inventions — the dishwasher, by socialite Josephine Garis-Cochrane in 1893, and the first
commercial stand mixer by engineer Herbert Johnson at the Hobart Manufacturing Company.
Since introducing its iconic stand mixer in 1919, KitchenAid brand has grown to offer the
broadest selection of premium kitchen products of any appliance brand. Acquired by Whirlpool
Corporation from Dart and Kraft in 1986, KitchenAid brand offers everything from small
appliances to cookware, dishwashers to double-oven ranges, and whisks to wine cellars —
virtually everything consumers need to enhance their cooking experience.
KitchenAid brand recently introduced its Pro Line Series. Its ranges, refrigerators, dishwashers
and microwave hood combinations provide the look and feel of professional equipment. The
brand also introduced the industry’s first dual-fuel double-oven range featuring the industry’s
largest oven capacity. KitchenAid brand also enhanced its dishwasher category leadership with
the introduction of the top-of-the-line Superba series, which combines wash and dry results
better than any other premium brand. And, in our Europe, Middle East and Africa region, the
brand launched its Chef Touch cooking system for home use, a cooking system that previously
was available only for commercial use by top-rated restaurants around the world.
Known for its social commitments, in just nine years the brand has raised more than $8 million
for the fight against breast cancer through Cook for the Cure®, a partnership between KitchenAid
and Susan G. Komen for the Cure®. The brand also launched “1,000 Cooks for the Cure,” a
U.S. fundraising event.
FOR THE WAY IT’S MADE®
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