THE KBBREVIEW INTERVIEW | Edward Smith
CAESARSTONE ON… the ban of engineered stone in Australia
In December 2023, Australia made the shock decision to ban the supply and manufacture of all engineered stone products containing crystalline silica within the country, which includes Caesarstone’s quartz-based products.
The decision was made following
concerns around the long-term health risks associated with the manufacture of the products. The ban is expected to come into effect on July 1, 2024.
mantras is collaboration. It’s all about the power of working together as a team. If you have a team around you, make sure you use them. I’ve also learnt that simple works. The second you bring in complicated processes, things break down. So, keep structure, processes, everything, as simple as possible.
I learnt quite quickly that, certainly from a supplier perspective, it’s essential that you work out what’s important to your customer. Understand what makes a difference to them and what will make their day easier, and therefore more successful. Because if they’re more successful, you are. Another critical lesson – learn from your mistakes.
mean and learning about the chain of custody of a product. And, recognising that we are all on a journey. I’d like to see brands working together on this, I’ve seen it happen in other industries and think it’s the only way.
Obviously with my background in environmental biology, I wanted to work with a stone brand that has a legitimate ESG strategy and is very much on the journey to understanding its part in it and making those changes that make a difference.
We’re investing in staff and processes so that we can service and support our retailers in the right way
Q: What do you think your skill set specifically brings to Caesarstone? A: I think a significant element is that I bring a new perspective. However, I also have a different view of the industry, having run kitchen showrooms within my branch network for 15 years. Understanding the supplier relationships from that angle is very helpful in my new role, given the importance of this channel to Caesarstone. I’ve run other businesses, and built businesses within businesses, so I’ve seen lots of change and different approaches. I have skills in project management, change management, strategy, collaboration, bringing teams together – and these are all essential for developing a business and taking it to the next level.
Q: Retailers say sustainability isn’t a priority for most consumers. How do we remedy that? A: I do think consumers are interested, but they have their own challenges. Economics play a part in this and consumers are currently having to manage in a tough financial
environment.
However, I don’t necessarily think we’re giving them choices. Given a choice, most people tend to make the right decision. The problem is that it’s taking businesses a long time to get to that understanding.
Q: What’s the answer then? A: It’s about educating retailers about sustainability but also how that differs from product to product. Understanding what sustainable credentials and certification really
30 • February 2024
Q: What are your predictions for the KBB market in 2024? A: There is no question that last year was challenging. And the first quarter of this year is likely to be challenging too. But sentiment is improving as
people understand that this is the new normal. We are unlikely to see a vast change in the price of things and people still have cash, they’re just being careful about how they spend it. I’m naturally a glass half full person, so I’m optimistic and think 2024 will be OK. My advice is to be careful at the start of the year. But there’s no reason not to be bullish.
Following the announcement, Caesarstone issued a statement saying it disagrees with the Australian government’s decision to outlaw engineered stone products. In the statement, Caesarstone said that “the safety of Caesarstone’s installed products to its end consumer was never an issue”, and stressed that “the products are safe to fabricate under safe working practices”.
It also said it believes “the focus should be aimed at improving occupational health and safety” – a position it says it has already
communicated to the Australian policymakers.
Caesarstone also says it is taking the necessary steps to “ensure supply of alternative materials” to its customers in the Australian market. The company predicts that these steps
are expected to negatively impact its near- term sales
in the Australian market.
Caesarstone estimates that Australia’s regional market accounted for around 18% of its revenue in the nine months up to September 2023. Yos Shiran, chief executive, Caesarstone, said: “The Caesarstone brand is well known in Australia and its products have earned tremendous success over the years. We are already taking steps to supply our Australian market with alternative products while maintaining our strong market presence.”
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