Long-term strategies are in our DNA

C. G.: Well, as a result of inner organizational changes, last year we were awarded ISO 14000 certification in environmental management and cleanliness. We have now started work on the OSHA (Occupational Safety & Health Administration) to demonstrate our healthy and safe working conditions. We want to achieve certification next year.

Over these last two years, we have designed the new range of Optima roller mills, which will gradually substitute the 080 series. These roller mills are customized to meet individual requirements. Their salient features are their ruggedness and the possibility to set a real 0.6 mm gap between the rollers. Existing sales are concentrated in Algeria and the ex-CIS countries for now, but we shall soon be introducing it in other countries.

On the equipment side, we have invested in a new laboratory facility over a larger area of 200 m² to replace the old one. All the production equipment has been renewed, from the dry hammer mill line and wet disintegrator-roller mills line to the extruder. All the equipment has been designed and manufactured by Verdés. The quality testing equipment is also new, from the raw clay plasticity measuring instruments to the destructive testing presses – all part of our ongoing modernization drive.

C. G.: First, we launched the bigger model, the Magna 775, which is operating to full customer satisfaction. Then we designed the 675 and 475 models, of which the last unit has been delivered this very month, while others are being assembled in our workshop for delivery in the next months.

We are proud that all these models have been well recognized in the main markets, from North Africa to the Middle East, as well as in the Far East, where a couple of these units are scheduled for delivery to very demanding customers next year.

Parallel to this, we are finalizing the design of the 575, for which we have good expectations in Russia and several ex-CIS countries, for the reconditioning/upgrading of existing middle-size lines and for technical products. In fact, were it not for the present restrictive situation in Russia, a few 575s would have already been delivered.

In spite of the sluggish new heavy clay plants market, globally this Magna range has been well accepted because it adds a number of improvements to the renowned Combis, from a larger vacuum chamber and re-designed mixer and paddle features to a plethora of small but significant details. So we can say that, after the introduction of the Verdés Combi range during the early 1990s, the gradual introduction of the full Magna range is now almost complete.

F. V.: As old-timers at Batimatec, with our own stand there since its first edition, we were not surprised to see that the local brickmakers are starting to realize that the era of the bullish market for B-8/B-12 blocks is reaching its end. Consequently, investments for these products will inevitably be soon much reduced. However, the team in our branch has been giving full pre- and after-sales service since January 2005 from its site at Bordj al Bahri. And they are geared up and motivated for the new plants that will be built for other more technical and advanced clay products, to enrich the Algerian market and its stakeholders. These plants will be handling a much smaller tonnage of clay, except for those for vertical perforation. But the requirements for more demanding comminution, mixing and homogeneity of the raw materials will favour manufacturers like Verdés that can meet these requirements competently and competitively.

It is well known that no other company has the decades of innovation and experience of Verdés in both the wet and dry heavy clay preparation. We are proud to say it took several years of hard effort, but now dry grinding is seen in North Africa as a well-established and cost-effective technology for many of the available clays, in the local climatic conditions.

This much I would say for the Algerian and Tunisian markets. For the Moroccan market, I fear that still a few slow years loom ahead. Again our seasoned team there, active in Kenitra since year 2000, has lived through other slowdowns before, taking advantage of these quieter times to implement new ways to improve our parts service, thus strengthening the bond with our customers. Between 260 and 310 t of wear parts are permanently in stock between the two branches, thus covering the needs of all Verdés customers in the Maghreb at any given moment.

C. G.: Well, of course we shall continue renewing our different families of machines. For example, we recently designed the new 184D wet pan mill for up to 120 t/h, it has already been delivered. Later in the year we shall work on updating the smaller models.

Also you will see in our workshop a new model, almost finished, the Filter Extruder-Mixer A-750-F, for 100 t/h.

This year we are finalizing an updated version of a large pendular mill, another dry-grinding machine which we shall be delivering as part of a nice project in Saudi Arabia. In the year 2016 other sizes of pendular mills will be re-designed. We are also working on a new machine that we expect will generate some waves in the market.

F. V.: Actually, with the exception of the Algerian market, which as I said we expect will evolve into more diversified brickworks and preparation plants, most if not all of the large markets are now fairly quiet.

In the last four years, we have reinforced our powerful market research team to allow it to explore and find needs and solutions simultaneously in a number of new or smaller markets, dispersed over each continent. This has allowed us to develop some of these markets, like Libya, with four large projects delivered but unfortunately in an impasse situation again. And also to find and execute projects in places far from the well-trodden paths, such as Angola, India, Senegal or Yemen. Between 2001 and 2007, we executed several attractive clay preparation projects in the US, to complement our previous 1980s and 1990s references. We do hope and are prepared for some degree of investment recovery in USA/Canada in 2016, as there are already some positive signs there.

F. V.: The answer is no. But we are happy that a historical and important company like ZMB has been rescued by another prestigious company such as Händle; I am sure only good can come out from it, the same applies to Kampen. However, these purchases do not change anything about Verdés long-standing strategy. In this field we prefer to maintain our amiable relations with the most innovative, clear-minded and competitive die designers.

Thus, whenever collaboration between equals needs to be contemplated, for whichever goal, whether about common end-user (the brickmaker) satisfaction, innovative development, commercial joint effort, etc., their hands and ours are free to pull together. In our different approach to this matter, we attach a great deal of value to the open-mindedness of some of these very focused and expert companies, as well as to a hands-on ­attitude and willingness to do on-site fine-tuning.

F. V.: We conduct studies in different directions, but predominantly with the goal of being closer to the customer, both geographically, mentally, whichever way will allow us to discover with the customer or even before him what his needs are now and anticipate his future requirements. These studies are costly and time-intensive. But this has always been in the DNA of the company and its owners, so it comes natural to us; we feel unique and privileged in the sense that Verdés can afford this long-term strategy. But the studies are only the beginning.

Let me give you a couple of examples: We spent most of the 1970s focused on setting up our Brazil manufacturing operation, and we have never looked back since. We were busy exploring and developing angles for the Indian market from 2009 to 2011 and started investing in land, buildings and the team in 2012, in Southern India. Now a range of nine different clay working machines have already been manufactured there. Of course, they are small machines. But when the Indian customers are ready for bigger equipment, Verdés will be on hand, ready to supply them. It only takes complex, careful and flexible planning, plus a pinch of luck, but it can be done. I would encourage our colleagues not to leave it for the next decade, the time is coming!

C. G.: Our latest development, the Optima roller mill, has not been presented at ceramitec yet, so we shall be showing it this time round. In addition, we shall be exhibiting a range of machines, from 600 mm to 1400 mm in width. As these are recent designs, the first unit with a width of 1200 mm is currently being installed in Russia. Another seven or more units of different sizes are in our order books for the next few months. We expect that the ceramitec exposure in October will help us make the advantages of the Optima better known.

The interview was conducted by Zi Editor Anett Fischer.

Talleres Felipe Verdés, S.A.
www.verdes.com