Among the several Eloma 10-11 boilerless combi ovens on view at the Western Restaurant Show in Los Angeles, CA, was a unit dubbed the "Blue Wonder", which demonstrated the company's exclusive AutoClean technology. Cliff Waters, Western Territory Director of Sales for Aga Foodservice Equipment, explained that the specially rigged Genius combi uses a blue-tinted interior light to illuminate the workings of its self-cleaning system. "We put the Blue wonder out at the edge of the booth, on the aisle, and it is remarkable how much attention it draws from show attendees," he related. "We demonstrated the Blue Wonder at the L.A. School Show earlier this summer and it was a big hit."

Waters also noted that all Eloma boilerless combi ovens on display at the Western Show were electric powered, as they are easier to set up for live demonstrations on a show floor than gas-fired models. Eloma will begin rolling out gas-powered boilerless combi ovens in the U.S. during 2007, he added.

    Though the Western Show has recently drawn attendees mainly from surrounding areas of Southern California, Waters expected the Eloma display at the AFE Booth (#1359) to be visted by chain restaurant equipment purchasers and engineers, local school foodservice managers and specifying consultants and dealers, among others. Waters also met during the show with the entire staff of the Lund-Iorio rep group, who are now representing Eloma (and Stellar) products in Southern California for AFE. This meeting included training on Eloma boilerless combis' key features and energy- and water-saving capabilities.

    "With the growing number of rebates and regulations supporting the selection of the most efficient foodservice equipment on the West Coast, we're working to make Eloma's ability to reduce energy costs and consumption a key component of our brand identity," Waters stressed. "We'll be looking to our new and existing rep groups to help spread this message."

    Recognizing that exhibiting at trade shows continues to generate buzz about products and greater brand awareness, pivotal goals for Eloma's North American launch, Waters revealed that cooking demonstrations performed with the boilerless combi ovens during their next all-industry appearance, in November in New York. "We feel that bringing in chefs to demonstrate how different foods can be prepared in Eloma combis will be the next step in building their brand recognition with end-users and specifiers.