Manufacturer of food waste disposers and hot water taps InSinkErator said sustainability formed the story of its stand at Kbb Birmingham and attracted interior designer Kelly Hoppen as brand ambassador.

GM managing director of InSinkErator EMENA Ashley Munden commented: “We established our relationship with Kelly through her interest in sustainability messaging.

“She was very interested to know how disposers formed part of the circular economy and how using a disposer means you can divert food waste away from landfill and ultimately it can be used to create a natural biogas.”

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Speaking about its hot taps, Munden added: “She loved the style of the products and she had been using those in some of her projects.

“That was a natural ‘in’ for her to want to talk to us, to learn more about the product.”

InSinkErator created the food waste disposer 90 years ago and according to Munden waste disposers feature in around half the homes (52%) in the USA with 75% made by the company.

In addition, it launched into the all-in-one instant hot water tap market in 2015 in the UK and Munden added: “Now we are a global player, around the world, in the hot water category.”

He said people were becoming more interested in environmentally-friendly solutions: “When people are choosing brand new products, they are looking for ones that have some credentials be from a sustainability point of view or eco-friendly.”

Explaining why the company chose to exhibit at Kbb Birmingham in 2022, Munden said: “We need to be face-to-face with our customers and show we support them, reconnect with them and thank them for their tremendous support and showcase the brand range of finishes, side taps and bin sorter system.”

He added: “We’re here to support our customers and showcase new products that fit with today’s needs and fit with today’s new kitchens and to give the service and back-up to them that they expect from a brand such as InSinkErator.”