To complement latest campaign.

Following its new Inspiration Range in cooking and laundry, a collective of chefs and cooking experts, the Electrolux Professionals, have been announced as cooking ambassadors, as part of Electrolux’s latest brand campaign, ‘Discover the Electrolux Life’.

Selected from around the country, the Electrolux Professionals include James Viles (Biota Dining, NSW), Richard Ousby (Stokehouse Group, QLD and VIC), Stewart Wesson (Whistle & Flute, SA), Scott Bridger (Bib & Tucker and May Street Larder, WA), food writer, author and cook, Kate Gibbs and Aussie-Italian chef, Massimo Mele (NSW and TAS), whose new restaurant opens in Martin Place next year.


The announcement of the Electrolux Professionals further reinforces Electrolux’s connection with professional chefs, with former associations including Tetsuya Wakuda and Peter Gilmore, effectively creating the model for chef ambassadors in Australia.

Many of the Professionals already have a longstanding relationship with Electrolux through their involvement with the Electrolux Appetite for Excellence program, and Taste Festivals in Australia, which Electrolux is the major sponsor.

Electrolux ANZ managing director, Mike Putt said, “We’re excited to be partnering with some of Australia’s finest culinary talent and to see their unique interpretations of what ‘gourmet everyday’ means for them at home.

“’Discover the Electrolux Life’ is about helping people discover what luxury means to them and how they can attain this at home. The concept of luxury is personal and different for everyone – it could be anything from cooking mac and cheese with three cheeses, to buying fresh berries from the markets on the weekend and enjoying them throughout the week, or being able to give your clothes a professional dry cleaning-like experience at home.”