In Friends, Monica’s closet was constantly locked because she was ashamed that people could see how dirty she was. In our house, the role of this cabinet is performed by a cabinet-cabinet. No matter how carefully I arrange it, every time I open it, one or two dishes will be thrown on the kitchen floor, a tower of plastic containers will collapse, and the lid of Tupperware will be lost forever (really, where are they? are they going?). But even in chaos there is always order, just like “good” faucets at the bottom of the cabinet, i.е. originals Tupperware, a colorful dowry from mom and grandmother and synonymous with their care. Yes, the wobbly construction of tappers in the closet rests on a solid foundation. But will they survive the blows coming from the other side of the Atlantic?

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Shares of the American company hit a three-year low on Monday, falling 45%. The fact is that on Friday the food manufacturer warned regulators that its future is foggy. Among other things, it was announced that the company has hired financial advisers to help it deal with these problems, noting that due to adverse economic conditions and increasing levels of debt, it may not have the necessary liquidity. Tupperware is even considering layoffs and real estate sales. At the heart of the 77-year-old company’s problems is a failure to connect with younger consumers, a shrinking sales force and declining household spending on household goods, analysts say.

Although a month ago it was announced the suspension of the production unit of the Tupperware factory in Thebes, which has been operating since 1967 (products made in Greece were intended for export – the rest of the departments, warehouse and distribution of the factory are working normally), company salespeople who spoke with “K” they report very good results with a constant increase in their sales (most of the products traded on the domestic market are imported). Unlike what happens abroad, the Greeks still trust Tupperware, buying not only classic items but also the most modern lines, such as glasses with an integrated straw (removing the plastic straw made us inventive), thermoses, children’s dishes. , etc.

There is no opportunity to reach out to younger consumers, however, unlike what happens abroad, in Greece the popularity of the products remains unchanged.

This is the secret of Tupperware’s success. Mata Visviki, group leader. (Since the 1940s, the company has been approaching the consumer with home demonstrations of so-called Tupperware employees, who gradually develop into team leaders and then regional managers. This decision was qualified because, despite the revolution caused by the new product, they did not sell well in supermarkets as consumers needed a demonstration to understand its use and function.) “It meets current trends every time, from healthy eating and home economics to the needs of the modern working mother. Mrs Wiswicky says. “All of my clients are 35 to 45 years old, they work, they have to cook meals for children, they run all day, and they need products that offer them safety and express their care.”

12 years ago, Ms. Wiswicky attended her first taper show (one of the occasions when a brand name has become synonymous with a product, like jeep and sportex). “I knew the products and liked them, but like 90% of women, when they said ‘come demo’ I was like, ‘Oh, does Tupperware still exist?’ I went out of curiosity to see something like a museum to see the containers my mom has and I was surprised at how advanced and improved the items I saw. That’s when I decided it was worth buying my own candles, since my mom… would bite my throat and wouldn’t give me hers. I got them in nicer colors and he was jealous.” When she saw that she liked it, that she was using it and that she could sell it, she decided to become a partner. “This is a product that does not need advertising. Everyone says “my mom had it” or “my grandma had it”. They may have fallen in love with cheap goods at some point, but they are making a comeback because fast fashion is a passing fad. People have seen that their euro is valuable and they should spend it somewhere, which will be the case.”

Again and again

And a paradox: while Tupperware products (the name comes from company founder Earl Tupper when he introduced his now-legendary airtight lid that kept food from drying out and losing their flavor and aroma in the refrigerator) are considered eternal, Tupperware consumers remain loyal by buying containers and other items over and over. Is it because we’re losing it by handing out food left and right? Is it because new products come out all the time? The Tupperware regional manager who spoke to K had his own response: “Tupper is a germ. If it sticks to you, it’s over.”