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Ki t c h e n wa re N e ws & H o u s e wa re s Re vi e w S h o w D a i l y 1 5 M o n d a y, M a rc h 1 7 , 2 0 1 4 WÜSTHOF CELEBRATES 200 YEARS OF FINE CUTLERY An interview with Annette Garaghty, Vice President of Sales and Marketing, WÜSTHOF-TRIDENT OF AMERICA, INC. KNSD: Congratulations on your 200th anniversary year! What's been the secret to the company's longevity? AG: We are so thrilled to have reached this milestone. We believe the key factor to why the brand has not only survived for two centuries, but has also flourished in our lifetime can be summed up in our unwavering dedication to crafting the finest cutlery in the world. Since the beginning in 1814, our focus has been singularly on knives and related knife accessories, and having this focus really challenges us to perfect our product, and stay ahead of the curve in technologies and manufacturing advancements related to our category. KNSD: What other factors contribute to your success as a leader in premium cutlery? AG: Being family owned and family managed with the seventh generation Wüsthofs at the helm gives us a tremen- dous advantage in today's competitive marketplace. We are very fortunate to have this unique level of continuity from both the perspective of company manage- ment and brand culture, particularly in today's world of mergers and acquisi- tions. Also critical to our success has been our strategy to develop and maintain stel- lar partnerships with our retail customers. We're especially proud of how important our brand has become to our customers, from the high-end department stores to the many independent gourmet stores. That's a testament to the dedication and talent of our sales and marketing teams in creating programs that benefit everyone – our customers, our company and ulti- mately our consumers. KNSD: How will you be communicating and celebrating your 200th anniversary? AG: We have many exciting initiatives planned, starting with the use of a spe- cially designed 200th anniversary logo. We're also so proud to have Wolfgang Wüsthof honored during our anniversary year with the IH+HS Humanitarian of the Year Award, and look forward to cele- brating this prestigious recognition at the Awards gala and at our anniversary cock- tail party. Another key initiative is the launch of our limited edition 2014 Anniversary Set. It's very distinctive with a chic, vintage style that we think beautifully reflects our heritage making knives for the most discriminating chefs and home cooks. We're also excited to roll out the next phase of our advertising campaign with three new chefs, and rais- ing awareness of our anniversary year through all of our print and digital adver- tising, and through our national public relations programs. Chef Mike, our com- pany's executive chef, and of course Harald Wüsthof, will be visiting many retail stores for special appearances and consumer events, particularly during the fall season. KNSD: Tell us about the new 2014 Anniversary Set. AG: As with all of our knives, this preci- sion-forged and full tang set is made in our facilities in Solingen, Germany. The blades are made of high-carbon steel, which delivers an extremely fine cut, incredible sharpness and superior edge retention. This type of steel is very flexi- ble and also very strong. The contoured handles are made of rosewood, which is prized for its hardness, durability and chic purplish-brown hue. We've also chosen brass for the three rivets to further elevate the design, making both knives – a 9-inch Cook's and 3.5- inch Paring Knife – truly a work of art. And of course, we priced it at exactly two hundred dollars to emphasize our anniversary year. KNSD: What can retailers expect from WÜSTHOF for the next 200 years, or at least for the foreseeable future? AG: Retailers can expect the brand to continue to lead from its strengths so that they, and our brand, continue to grow and prosper. We'll maintain our company's culture as a family owned business with manufacturing of all of our knives remaining in Solingen, Germany. Our retail distribution strategy will also remain constant, and that means we'll continue to be selective and protect our brand's reputation as a leader in premium cutlery. Our customers can also expect that our market- ing efforts will continue to expand in their mission to educate the next genera- tion of chefs and consumers about the superior quality and design of WÜSTHOF knives. Similarly, we will always remain available to support retail- ers in educating their staff and their con- sumers about the benefits of our prod- ucts. We are so appreciative of every- one's support over the years, and really look forward to having an amazing cele- bratory year ahead. Visit WÜSTHOF at booth S804.