Günther Sproll is Liebherr’s International Marketing Manager. We started by asking him about some of the key products the company is launching at IFA.

This year we are showing combinable side-by-side appliances. According to personal preferences, they can be built-in together to an individual freshness centre with different climatic zones. The customised solutions enable creative kitchen design and can be combined both side-by-side and on top of each other. Under the motto “New Thinking – for long-lasting food freshness” we are presenting the various aspects surrounding BioFresh. A refreshing innovation, which will first be implemented in BioFresh built-in appliances in 2019, is the Fruit & Vegetables-Safe which will enable unpacked fruit and vegetables to retain their natural moisture even better. The result is crispy salads, carrots and many other foodstuffs in market- fresh quality – even days after shopping.


How is BioFresh evolving and adding value to your offering?

More and more people value a carefully balanced diet. The key to achieving this is eating fresh, high-quality food full of important vitamins, trace elements and minerals. These nutrients provide energy, strengthen the immune system and support the metabolism in a completely natural way. The fresher food is, the higher its nutrient content. Although we rarely have time to go shopping every day, we still want fresh food and therefore need innovative technologies to help us store food for longer, while retaining its taste, texture and valuable nutrients. The Liebherr BioFresh technology enables our customers to store their food in specialised refrigerator compartments that offer the optimum individual environments for fruit and vegetables, fish, meat and dairy products.

How important is IFA as a platform for you to reach retail and distribution channels?

IFA is not only a stage for new developments; it is also an important platform for exchanging information and ideas with our national and international trading partners. In addition, at such a large, important and international trade fair, it is very exciting to witness just how the industry is developing.

Hall 2.1 Stand 201

Photo: Günther Sproll, International Marketing Manager, Liebherr