Adnkronos (Adnkronos) –
Is there an emergency? The Italian-made hand-crank radio is selling like hotcakes in Great Britain. Hybrid warfare is a reality we must confront; cyber attacks can disrupt networks. The last resort? A hand-crank radio, revised and improved. And made in Italy, in Reggio Emilia. In the United Kingdom, after the government's warning, the appliance's sales soar.
The radio is powered by a generator that produces electricity through the mechanical movement of the crank: no plugs, no wires. Just movement.
"In recent years, we've seen a significant increase in people's attention to emergency preparedness. International tensions, extreme weather events, and natural disasters have made many families realize the importance of staying informed and connected when traditional networks are unavailable.
For us, this isn't just a new product line, but a responsibility to the communities in which we operate," Gabriele Torreggiani, vice president of Midland, told Adnkronos/Labitalia, commenting on the rush to purchase ER radios in Great Britain in response to the government's 'Prepare' campaign, popularly dubbed 'Be Ready': Downing Street has urged UK citizens to stock up on essential supplies and equipment to deal with potential national emergencies, sudden floods and, above all, large-scale cyber attacks capable of disrupting electricity and water networks.
Just one day after the government's announcement, Midland emergency radios made in Reggio Emilia, where the European subsidiary that manages these products is located, were almost sold out. The models are converted from American to European standards.
And it is the manufacturing company Midland that has developed a real survival kit.
"For decades," he explains, "Midland has been working in communications electronics: from CB radios to walkie-talkies, to motorcycle intercoms, which celebrate their twentieth anniversary this year. It's an experience born from a family passion and developed in the field, alongside professionals, volunteers, and enthusiasts. With the Emergency line, we want to put this wealth of expertise at the service of everyone: simple, reliable, and autonomous tools, like the ER300 Pro, which recharges with solar or hand-crank power and allows you to listen to the radio, light up, and charge your phone even without power." "Our commitment," he emphasizes, "is to continue investing so that more and more people can face emergencies with peace of mind. Communicating in those moments means feeling less alone and knowing someone is available."
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