Whirlpool brands Brastemp and Consul launch appliance trade-in program

Whirlpool, the parent company of Brastemp and Consul, has launched a discount program called ‘Troca Certa’ to encourage the replacement of old appliances. Consumers can receive up to 10% off new products, including refrigerators, washing machines, and freezers, by trading in their old equipment. The program also includes free collection of the used items.

This initiative is part of a reverse logistics strategy aimed at proper waste disposal and recycling. Since the start of 2026, the program has received over 20,000 collection requests. Since 2023, Whirlpool's reverse logistics actions have processed over 111,000 tons of waste, equivalent to approximately 2.5 million products.

The campaign coincides with a production reorganization in South America, as Whirlpool has decided to cease washing machine manufacturing at a specific unit in Argentina to concentrate operations elsewhere.