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Made for life – Made in England Campaign

4 October 2010

Steelite International's Made in England - Made for Life campaign is a marketing initiative launched to promote the benefits of buying British manufactured tableware, and to underpin the four elements of our mission statement.

In order to demonstrate our commitment to environmental care we have included a fourth intention of our mission statement.

"to be the hospitality's preferred choice for tabletop products achieved through a combination of inspirational design, excellent quality and outstanding service, whilst minimising our environmental impact"

The four cornerstones of the Made for Life campaign are to promote:

Excellent Quality

We make our products for life

Our new lifetime edge-chip warranty demonstrates our commitment to excellent product quality.

Inspirational Design

We design our products for life

However you live your life our inspirational design creates a product to match every dining occasion, from the everyday to the fabulous.

Outstanding Customer Service

Our customers are partners for life

Our new customer service charter demonstrates our commitment to providing outstanding customer service.

Minimising Environmental Impact

We are helping to secure an environment that is fit for life

We save 243,800kg of CO2 every year by recycling 400 tonnes of clay waste through our unique lamella system.

The Made for Life campaign was launched on Friday 10th September at our factory in Stoke-on-Trent and attended by local dignitaries and a select number of employees from different areas of the business. All had the opportunity to view the new corporate DVD demonstrating the manufacturing process/features and benefits of Steelite International products and also the new customer service charter - 19 new commitments. Chef Paul Gilmore from Restaurant Gilmore also came along to demonstrate his skills and present using the stunning new additions to Steelite International tableware.

The main event saw Kevin Oakes, CEO of Steelite International lie under a 7 tonne bus, supported by just 4 Steelite mugs - a true sign of the commitment the company has in the design and quality of product manufactured.

The campaign then hit the road, stopping in five UK cities - East Kilbride, Manchester, Birmingham, Bristol and the finale in London. Local distributors and end users were invited along to learn more about the campaign and how it could help develop their business. In addition to cooking demonstrations by Chef Brian Turner there were demonstrations of plate decorating (also active participation), the fantastic omelette challenge and the highlight of the event - the demonstration of four Steelite International mugs withstanding the full weight of a double decker bus. This was a fantastic stunt which certainly shocked people watching.

The atmosphere and enthusiasm of bothe Steelite International employees and delegates at every event was fantastic and some very encouraging feedback received from this who attended.

Iain Hardman - East Lodge Hotel & Restaurant in Derbyshire attended the London event and commented "The professionalism and slickness of the whole presentation was impressive and the way the team are all so passionate about the product is a telling sign of how good a business Steelite International are operating".

Paul Knight - 3663 attended the Bristol event "Can I say a big well done on the Steelite event, in a trading environment in which wholesalers seem only too proud to be able to market and sell the cheapest plate possible it was very refreshing to see someone not only flying the flag for England, but also taking the value angle to the other side of the coin, with value engineering built on quality and built on good design".

Adam Cridland - Cambro "It was the best crockery manufacturer day i've been to in some time - the timings, the energy, the content and the passion was fantastic - well done Steelite International.

The Made for Life campaign is certainly not over - the initiative will continue, demonstrating the differences between quality manufactured products and cheaper inferior ware, and working with our distributors to ensure that Steelite International are their preferred tabletop manufacturer/supplier.