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New Course for Microwaves?

TECHNOLOGY: L.A. firm’s chip heats up cool industry.

Los Angeles Business Journal Staff

A former Hollywood producer’s concern for his disabled son has put him on the cusp of what may be the next big thing in microwave ovens.

Robert Schaffel, who produced “Diggstown” and other films, wanted to help his son who has cerebral palsy become more independent by preparing his own meals.

One thing led to another, and now Schaffel owns an L.A. company with a computer software technology called TrueCookPlus, which is being marketed as the first major breakthrough for microwaves in decades.

Essentially, it takes the guesswork out of cooking packaged, branded foods.

“It brings everything to exactly the right temperature,” said Schaffel, 65, who founded Microwave Science JV LLC to buy the technology from its inventor. “It cooks your food perfectly every time.”

At least one major manufacturer apparently sees enough potential in the technology to have licensed it for inclusion in its microwaves – LG Electronics U.S.A. Inc., a U.S. subsidiary of South Korean conglomerate LG Group. It recently began building the chip into one of its own ovens, as well as a Kenmore model it makes for Sears and Kmart.

In addition, several food manufacturers have purchased licenses allowing them to make use of the technology, which requires consumers to input codes into the microwave for each food – the one possible down side.

Still, the technology promises to breathe some life into the $1.2 billion microwave oven industry that has radically cut prices over the past decade but has seen few innovations. (About the biggest recent change has been at the low end where mechanical timers have been replaced by cheap digital displays.)

Nevin Montgomery, president of the National Frozen & Refrigerated Food Association in Harrisburg, Pa., said he’s seen the new ovens work and is convinced that they represent a breakthrough by allowing individual foods to be either cooked or reheated perfectly the first time around.

“Microwaves have been around for a while, but this is new and innovative,” he said. “It will stimulate interest. I think it’s huge. It’s almost foolproof.”

Chip shot

Currently, most home cooks use only the most minimal functions of a microwave, such as the time function that turns it on and off. Keypads also allow users to cook by food type, weight and whether a dish is being defrosted, heated or cooked.


  February 8 - 14, 2010
LA Business News
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Owner Back in the Saddle at Santa Anita Race Track
A deal with creditors will allow owner Frank Stronach to hold on to the reins of Santa Anita Park.
Unions Dropping Anchor in Long Beach?
The Port of Long Beach’s use of project labor agreements may maroon nonunion contractors.
Local Latinos Make Chinese Connection
A contingent of Latino officials from L.A. cities overcame culture clash on a recent trip to China.
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