Vitamix is Avatar director James Cameron's favourite appliance.
Vitamix is Avatar director James Cameron’s favourite appliance.

The American family-owned premium blender company Vitamix has today confirmed that it will be wholesaling directly to Australian and New Zealand retailers via a new subsidiary. Vitamix was previously distributed by Peter McInnes, which this week confirmed it had been acquired by Whirlpool and transformed into KitchenAid Australia.

The new Vitamix Australia and New Zealand entity will be headed by country manager Scott Date. Something of a Vitamix prodigal son, Date was a national sales manager at Peter McInnes for six years to June 2013, when he to work for restaurant supplier Tomkin Australia. Date also has experience at Sheldon & Hammond, distributor of the Cuisinart brand, among other premium labels.

Vitamix’s new sales director is Euan Mitchell. Another former Peter McInnes pro, Mitchell also has experience at Red Bull and Elizabeth Arden.

Aleta Wright is the new marketing manager. Wright was senior brand manager at Peter McInnes for almost five years and also has experience at Mars Food Australia.

“We’re excited to let you know Vitamix Australia and New Zealand is now registered as a stand-alone legal entity,” Wright told me. “This means Vitamix is no longer represented by a distributor for its household high-power blenders in this market but has established a direct presence, to allow us to be even more nimble and responsive to the unique needs of this region.”

In addition to being an iconic American blender with an instantly recognisable design, Vitamix is famous for introducing the infomercial to TV screens in 1949. Vitamix is currently promoting threeblenders on its website, the Professional Series 750 (RRP $1,499), the Professional Series 500 (RRP $1,195) and the Total Nutrition Centre (RRP $995).

Jodi Berg, the fourth generation family member to steward Vitamix, said the underlying philosophy of the company is committed to offering reliably appliances that promote a healthy lifestyle.

“We continue to persevere to create the highest-quality product through customer input and advanced technology,” Berg said. “We are steadfast in creating a better future through family values and healthy, delicious food. And we are committed to improving the vitality of people’s lives.”

Vitamix has established something of a cult following both in its homeland and around the world, with both everyday consumers and the rich and famous. When I interviewed James Cameron, the most successful filmmaker of all time, about his appliances preferences, he selected Vitamix as a personal favourite.

“My favourite appliance right now is my Vitamix blender,” Cameron told me. “You could blend a bowling ball with that thing: it’s unbelievable. You could stick anything in that thing and it will blend it up.”