THE KITCHEN REVOLUTION: HOW BEJAM MAKES HOUSEWIVES FREEZER‐CONSCIOUS

This is the story of an unusual company. The UK has traditionally been backward, in comparison with other European countries, in its ownership of home freezers. But the last couple of years have seen a significant upsurge in ownership figures from 7.8% of families in 1972 to an estimated 10% at the end of 1973. This last figures represents nearly two million homes. Bejam is one of the companies responsible for this kitchen revolution. Emerging from the obscurity of a single warehouse in North London some five or six years ago, they developed the idea of a new type of ‘shop’ — the home freezer centre which would not only sell frozen food but the freezer to go with it. They now have 72 centres, a newly‐completed 2½m. cu ft coldstore at Milton Keynes — and the average freezer owner spends £15 to £20 every time she visits a Bejam store. Laurence Don told the story of this enterprising company at a recent conference organised by Capel‐Cure Carden.