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It is a rare combination in these times, a company loyal to values born from deep family roots with the resources and experience cultivated from doing business on a truly global scale. That is exactly what the Leyva family set out to accomplish when they first started more than 30 years ago. CEM, which focuses its efforts in North America is a fast-growing, full-service home appliance manufacturer and marketer. This year, the company is poised to drive its worldwide business to new levels under a new corporate identity— CE, a nod to Continental Electric, the flagship brand around which the company has built its unmatched reputation for value, quality, creativity and service. CE has refined a good-better-best approach to the kitchen electrics business that can supply retailers in all classes with a potent value package of innovative design, on-trend styling and high-impact marketing support. It all comes without sacrificing industry-leading affordability to the consumer and optimum profit margins for the retailer. And without sacrificing the attention to customer service that is a hallmark of the Leyva family and the company’s dedicated team, from leading-edge product and packaging designers to experienced, solution-driven sales executives. Look for the same formula growth as CE expands into additional home appliance markets, including air movement, floor care, garment care and compact appliances. “Our strategy remains simple”, said Aurelio Leyva, president and CEO of CE North America. “We strive to offer our customers the widest possible assortment of high-quality products at competitive prices and to provide exceptional customer service and support through our team of dedicated professionals. CE is extremely proud of our focus on finding innovative ways to add value for our customers, factories and suppliers.