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GENERAL NEWS www.kitchenwarenews.com n JUNE 2016 n KITCHENWARE NEWS & HOUSEWARES REVIEW 5 Inside the Millennial Mind products that say, 'This is foolproof. You create the masterpiece,'" says Yarrow. "You can reframe that in a way that people hear that and feel understood…. 'This will take the worry out. You can be assured that this will perform. You don't have to wait to express your mastery with mundane busy work.' Not judgmental, but really understanding." One thing that is easy to forget is that kitchenware customers often come into the store looking for new experiences, says Bob Phibbs, CEO of The Retail Doctor, a retail consultancy based in New York. "If I'm looking for my grapefruit peeler, I can do that online," says Phibbs. "You have to remember nobody needs what they [buy] – they want it. You're sparking their imagination and making them feel confident. You're giving them hope that they can do it. Your job is to make it fun." The best way to tap in to that excitement is to actively engage. "You can look at a Williams-Sonoma – it's beautiful, but all they ask you is if you're on their mailing list," says Phibbs. "Have a dialogue; you're supposed to have fun cooking, for goodness sakes." For many consumers, especially Millennials, a mutual understanding of their limited time or skill is helpful, rather than (cont. from Page 1) insulting. "If you're honest, they appreciate it and respect that. When consumers feel like you know them and understand them, even if your understanding could be perceived as negative, they feel that you're addressing that need. They love that," says Yarrow. "You're a trusted cooking advisor, you're not just selling a gadget," Phibbs adds. "The woman or guy that comes into your store, finding a place to park, walking past your competitors, opening the door – you've got to respect that. Why is she there? If you start with that, you'll have a lot more fun asking her what she wants." KN ESPRO Press P5 Takes Home Best New Product Award ESPRO®, creators of French presses and brewing accessories, won big at the coffee industry's most important gathering, the annual Specialty Coffee Association of America Expo (SCAA) held in Atlanta, Ga. The jury evaluated all new coffee products and accessories for 2016, and ESPRO'S Press P5 was named the Best New Piece of Consumer Equipment (Non-Electrical). Each year, the SCAA recognizes new products that represent quality and add value to the specialty coffee and tea industry through its Best New Product Competition. With more than 12,000 members located around the world, the SCAA membership pool comprises every segment of the specialty coffee industry including roasters, importers/exporters, retailers, manufacturers and more. Dedicated to setting and maintaining quality standards for the industry, the association recognizes leading brands and products that showcase innovation and excellence within the category. For more than a decade, ESPRO has been dedicated to helping consumers serve the best cup of coffee or tea possible, creating a line of sophisticated French presses and brewing accessories with unparalleled performance. Among those is the innovative new ESPRO Press P5, thoughtfully and beautifully designed to create a better and safer brewing experience. Made with Schott- Duran glass, the walls of the press are 40 percent thicker than competitor products to help keep beverages hotter longer, and the industry-first safety tab ensures the glass beaker can never slide out while pouring. The patented double micro-filter creates a distinct French press flavor without releasing any of the grit. Designed with a buffer between the filters, the mechanism automatically isolates the coffee grinds and tea leaves to block further extraction, ensuring consistent taste from the first sip to the last. Additionally, users can deliver an oil-free, stomach friendly brew profile with a French press for the first time, simply by adding the optional patented paper filtration system "Our mission has always been to help aficionados prepare the perfect cup of their favorite brewed beverage with ease, and winning this award affirms that we've successfully created a tool that delivers on that promise," said Bruce Constantine, President and Co-founder of ESPRO. "We are honored to have been recognized as a stand-out in the coffee industry, particularly by the SCAA, and we will use this success to continue pushing the boundaries on beautiful, forward-thinking products." ESPRO products, including the Press P5, with a suggested retail price of $59.95, can be purchased online at fine coffee, tea and kitchen stores everywhere, and at Williams & Sonoma, and Sur La Table stores nationwide. For more information about ESPRO visit www.espro.ca, or join the conversation on Facebook, Instagram, and Twitter. KN

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