Fresh approach Downturn inspires exporter to seek new markets

2010 will be about focusing on clear objectives and moving beyond the economic downturn. “Although the recession is over, we need to focus on innovation and establish new export markets while reinforcing our existing markets.” That’s the view of Paul Chappel, export sales manager of Pilot Crushtec, a supplier of mobile and semi-mobile crushing, screening and materials handling solutions for industries as diverse as coal, diamond, gold and cobalt mining. One of the fundamental components of the 2008/2009 global financial crisis was risk aversion, said renowned economist Dr Keith Jeffers. And mining is inherently a risky business. It was possibly one of the worst affected industries during the global economic meltdown. Mining activity around the world suffered – and along with it, exports and imports. “We experienced a delayed reaction when it came to our exports,” says Chappel. “While others started to feel the pinch of the global financial crisis, we were still doing good business and only experienced the negative impact in the second and third quarter of last year. “Fortunately, this trend of downward sales seems to have ended with excellent orders into Africa towards the end of last year and many orders on the book for delivery early this year.” The impact of the crisis on the mining industry was felt across the entire supply chain, says Chappel. “I don’t think any of us really thought that it would be as bad as it was. Most of our export markets were affected negatively, but some of our high-end technologically advanced crushing units like our TwisterTrac mobile Vertical Shaft Impact (VSI) crusher still showed an increase of 35% in sales. “However, although the recession in South Africa and many other parts of the world is officially over, it is going to take some time to get overall export figures back to where they were at the beginning of 2008.” In the mining industry particularly companies were forced to place huge emphasis on efficiency and cost containment. As commodity prices crashed, many mines were forced to close while others downscaled heavily on production. But with 2010 comes not only a more positive economic outlook but also the opportunity to realign strategies and visions. “It really is about looking sideways and digging deeper to reach our goals. We have to work much harder but there are many opportunities out there – it definitely is not all doom and gloom.” One such opportunity has come in the form of a ferrometals recycling plant in Croatia. “A local company from the North West has asked us to supply a Pilot Modular plant to them which will be exported to Croatia where they will be crushing and reclaiming ferrometals.”