Brand Licensing Agreement with U.S. Giant
Midea has signed a brand licensing agreement with chemicals, fibers and plastics materials manufacturer Eastman. This is Eastman’s first venture into China’s domestic market.
Headquartered in Tennessee, Eastman is a global specialty chemical company that produces a broad range of advanced materials, additives and functional products that are used by the consumer.
Randy Beavers (left) displaying the new brand licensing agreement
Many plastic products such as tableware and babies’ bottles contain the chemical bisphenol A. With the formula (CH3)2C(C6H4OH)2, it has been listed by Canada, the United States, and Norway as a banned substance for food packaging and babies’ bottles, yet in developing countries it is still commonly found.
For this reason, Eastman has created Tritan, a copolyester brand that supplies plastic products without the chemical. Midea’s Small Appliances Division has used Titan as a supplier since 2014, and the success of this cooperation has led to a brand licensing agreement that will help Eastman establish itself in China and show that Midea's products are the safest in the industry.
Midea is now free to use the Tritan brand in advertising, web pages, promotional items, merchandising, displays and packaging. This will show the consumer that Midea is one of the safest suppliers of cooking products.
Eastman’s global sales director Randy Beavers expressed his optimism about the deal, stating that the two companies have a similar attitude to social responsibility.
Randy Beavers holding a Midea product built with Tritan
In many markets, Eastman Tritan copolyester has transformed how brand owners, designers, molders and consumers think about clear polymers. By redefining toughness, Tritan adds lasting value to products.
By providing a balance of clarity, chemical resistance and other market-specific performance advantages, Tritan helps differentiate products. By providing practical processing and sustainability solutions, Tritan helps bring innovations to the market.