AFC and Katrin BJ Bring The Revolutionary Non-stick To Retail Stores in Singapore & Malaysia

SINGAPORE, 23 March 2009 - The Asian Food Channel (AFC) is pleased to announce that GreenPan^TM will now be sold in major departmental stores across Singapore and Malaysia from 22^nd March 2009 onwards. 13 new GreenPan^TM cookware products with induction friendly and stainless steel features will now be available at these selected stores. This prospect is being made possible through AFC’s partnership with Katrin BJ, an established Malaysian importer and distributor of branded household products.

Greenpan Kyoto Bis

Greenpan New York

Greenpan Stockholm Black Aluminium

GreenPan^TM develops and manufactures healthy, eco-friendly cookware with innovative Thermolon^TM nonstick technology. GreenPan^TM’s unique Thermolon^TM nonstick technology has transformed the cookware industry. This revolutionary nonstick coating is PTFE-free, heat resistant up to 450 ⁰C and does not release harmful chemicals on over-heating.

As GreenPan^TM’s official advertising partner in SEA, AFC is running an integrated multi-platform campaign with on-air, web, and retail placements to introduce GreenPan^TM to regional retail consumers. AFC produces 100% of all commercial collateral with its understanding of the Asian marketplace.

Said Hian Goh, Managing Director, AFC: “Launching GreenPan^TM on AFC has been an amazing success when we introduced it exclusively to our viewers for sale through our website in July of last year. This follows the enormous success the pan has enjoyed in the United States and Europe. Therefore, we are pleased to be the exclusive TV advertisers for this pan now that it’s available for sale for our retail customers in shops. It’s part of our drive to create for all our advertisers excellent turnkey solutions that help to drive their products.”

Said Mr Wim De Veirman, Chief Executive Officer, GreenPan^TM: “We are proud and excited to partner with the Asian Food Channel and launch GreenPan^TM through Asia’s premier cooking channel.”

MH Basri, Managing Director, Katrin BJ said: “As an established distributor of cookware for 26 years we had our customers continually telling us how much they loved watching AFC. It was no surprise therefore, when we started getting requests for us to sell GreenPan^TM to them. We see the resulting partnership between us, AFC and GreenPan^TM as new way of reaching out and selling cookware to our target consumers.”

The extended product range was exclusively launched in Takashimaya and House of Presentation in Singapore and Malaysia respectively on 19^th February 2009.

GreenPan^TM will be available in Takashimaya, Tangs and Robinsons (The Centrepoint) in Singapore. In Malaysia, these products can be bought at House of Presentation (HOP) Bangsar Village Shopping Centre, HOP Ikano Power Centre, HOP Solaris Mont Kiara, Isetan KLCC, Sogo KL, Parkson Gurney, Parkson Pavillion, Parkson One Utama, Parkson KLCC, Parkson Subang Parade, Jusco Bandar Utama, Jusco Mid Valley, Metro Mid Valley and Kitchen Shop Tropicana Mall.

About Asian Food Channel

The Asian Food Channel (AFC) is the region’s only 24-hour food channel dedicated to airing the best food and lifestyle programming from around the region and around the world.  Based in Singapore, AFC’s wide Asian distribution footprint covers seven territories and 15 million viewers, on basic tiers of all the major pay TV platforms across Southeast Asia.

The channel leads the ratings in its territories, regularly achieving the #1 lifestyle channel in terms of popularity and loyalty. It has achieved a broad following from young teenage food lovers and empty nesters to trendy urban females and aspiring male chefs. Its online presence supports the channel with program information, recipes, content and an e-commerce store. As such AFC regularly executes 360 degree advertising and marketing campaigns and solutions for leading FMCG, Financial and Travel brands.

AFC broadcasts on:

• Starhub Channel 69 (Singapore)
• Astro Channel 703 (Malaysia)
• First Media Digital 1 Channel 76 (Indonesia)
• Prime Indovision Channel 22 (Indonesia)
• now TV Channel 527 (Hong Kong)
• Skycable Channel 58 (Philippines)

Please visit www.asianfoodchannel.com for more information.

For further enquiries on GreenPan, please contact:

For press enquiries in Malaysia, please contact: