Grandma wouldn't recognize today's kitchen. It is repackaged, repurposed and no longer simply the space where food is prepared. The modern kitchen is a room to be lived in – and understanding that has made Joseph Joseph a success story of quiet, but epic, proportion.
"The kitchen has changed in the last 10 years," says Managing Director Richard Joseph. "People don't entertain in a dining room or a separate room, they entertain in and around the kitchen; they have larger kitchens and kitchens that are part of the living room. They entertain in those spaces. Being able to accessorize the living room and kitchen together is important; this is why color has come into what was originally a very boring, very functional space."
Brainchild of twin brothers Richard and Antony, Joseph Joseph has attained international distinction with a range of kitchen and houseware products that you don't want to hide away in a drawer. The brand name has become synonymous with a look and feel that wants to be flaunted – so much so it sometimes hides the inventive functionality that is the real bedrock of Joseph Joseph: making something useful always comes first; making it look good is a close second.
The need to combine the functional with the aesthetically pleasing is what led Joseph Joseph to specify Eastman Tritan™ copolyester for their latest kitchen sensation – a rotary peeler with a straight blade for vegetables, a serrated blade for soft fruits and a julienne cutter. Originally the rotary peeler was manufactured in polycarbonate but the demands of global markets made the brothers reconsider.
"This is a food-safe item and we found we couldn't sell a polycarbonate product in Japan," says Antony, the creative director. "We were stuck for about three months trying to find an alternative plastic before we came across Tritan™, recommended by one of our manufacturing partners. We would still be stuck if Tritan™ hadn't come along."
"Japan is our largest export market, followed by America, and both require us to have BPA free products," adds Richard. "We're hearing murmurs of it in Europe; it's not yet being insisted upon but we want to be proactive and provide the solution to our customers before they ask for it."
Tritan™ offers Joseph Joseph a BPA free alternative to polycarbonate. It also provides the color, clarity and durability needed for the toughest of kitchen environments.
"It's a great material for a kitchenware product," says Antony. "It's dishwasher safe without any kind of fading over time, it's microwave safe and very durable."