Calling on consumers to realise that “conscious buying decisions” can affect environmental change, Defy Appliances' newly appointed CEO Mustafa Soylu says it’s up to local businesses to invest in and adopt more energy-efficient processes and ecosystems within their own sectors.
The need for energy efficiency in SA, the world’s 12th-largest source of greenhouse gases, is driven by climate change targets set for 2050, and more immediately by Eskom’s inability to supply sufficient consistent electricity.
Electricity and heat emissions rose 10.4% between 2000 and 2017, accounting for about 65% of SA’s emissions.
Speaking to Business Day on Thursday, Soylu said active technological innovations in business were required for a more energy-efficient SA.
“Sustainable businesses outperform their non-sustainable counterparts, according to research,” he said. “So, you should get started right away if you want to see your company grow in a healthy and responsible way.”
Sustainable businesses outperform their non-sustainable counterparts
— Defy Appliances' newly appointed CEO Mustafa Soylu
Rising electricity prices shot up even further in April after a 9.6% tariff hike was approved by the National Energy Regulator of SA (Nersa).
In response to the growing energy crisis, Defy has developed a Solar Hybrid range of refrigerators and freezers that use a combination of electricity and solar energy to save money and reduce electricity consumption.
The new-generation NeoCool™ Dual Cooling technology provides cooling at a faster rate, while the unique Endura-Chill innovation keeps food frozen for up to 49 hours without power, can run 100% from solar power in sunny weather, and results in up to 44% less energy consumption in the fridge and 38% less in the freezer.
The technologies, which can help consumers preserve their food for much longer periods, are “designed for Africa, in Africa,” Soylu said. “As a result of this breakthrough, [we can provide] millions of people with affordable access to cutting-edge technology,” he added, pointing out that ongoing power supply disruptions were jeopardising the availability of fresh, edible food.
“We saw this energy issue as a challenge — and an opportunity — to create a universally accessible, solar-powered solution,” the CEO said.
Expertise sharing has seen Defy refrigerators and freezers brought to European energy-efficiency standards, reducing the energy consumption of refrigerators made in SA by 50%.
Soylu said growing interest and demand for sustainable household items were increasing, pointing to a 2021 survey by Deloitte that revealed nearly a third, or some 28%, of consumers have stopped buying certain products due to ethical or environmental concerns.
A separate survey by the Boston Consulting Group (BCG) shows that over 87% of the public wants corporations to integrate environmental considerations into their products and services.
“This is an opportunity in itself,” Soylu said, noting the shift by consumers made it more imperative for manufacturers and companies to find effective ways to educate and inform consumers.
Shoppers can check the energy-rating label that tells how much energy they will use compared to other similar products when purchasing energy-efficient appliances that will not result in an overwhelming electricity bill. Consumers can also make use of the department of energy's Appliance Energy Calculator mobile app to cross-reference usage and costs.
“Appliance energy efficiency is key to achieving net-zero emissions,” said Soylu.
Durban-based Defy, established in 1905 and bought by Turkish umbrella-company Arçelik for $324m in 2011, has two manufacturing plants that produce over two-million appliances per year, employ over 2,200 employees, and boast a research & development office.
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