and that they should be proud of, but we have facilitated in this growth by provid- ing customer and industry tailored solu- tions. It is a greatly challenging and re- warding position to be in; to witness the success of the continent from so close by. It motivates us just as much as it does our customers.”
When it comes to local production,
Rymax Lubricants understood the im- portance of establishing manufactur- ing facilities in strategic locations. Their partnership with a valued local partner in Rwanda led to the establishment of a production plant in Kigali. The benefits of localized production and a robust sup- ply chain are immense. Working closely with knowledgeable and experienced lo- cal partners who understand the market fosters economic growth and generates employment opportunities. Rymax Lu- bricants’ factory in Kigali now employs nearly 50 people and has made a signif- icant positive impact on the local com- munity. This valuable experience led to the exploration of similar partnerships in countries like Benin, Kenya and Nigeria. Cuppen highlights their commitment
to sustainability, stating: “We integrate sustainability into our product develop- ment, including environmentally friend- ly formulations, waste reduction, and community engagement programs. Our Rymax Lubricants Eco line, designed for hybrid cars and emission-reducing tech- nologies, exemplifies this. We have also introduced new packaging made from recycled plastics, aligning with our waste reduction goals.” This showcases Rymax Lubricants’ conscientious approach to building a sustainable future. Further- more, Cuppen adds: “We have forged partnerships with organizations such as OneTreePlanted and Adwuma Ye to sup- port global reforestation and empower individuals and groups in Ghana. These initiatives allow us to give back to the communities we serve, extending our positive impact beyond lubricants.” Rymax Lubricants firmly believes in
the power of partnerships. They nurture long-term relationships with their local distributors, providing training, techni- cal support, and investing in their suc- cess. Collaboration and shared achieve- ments are at the core of their approach, leading to strengthened professional and personal relationships. “Our partnerships are not just busi-
JUNE 2023 | LUBEZINE MAGAZINE
SOURCE | RYMAX
ness transactions; they are built on trust, shared goals, and mutual benefits,” says Cuppen. “By empowering our partners, we create a win-win situation. We invest in their knowledge and provide them with the tools they need to succeed. This approach has fostered loyalty and long- term commitment from our partners, enabling us to sustain our growth and ex- pand our presence in the African market.” “The African customers have a rapid-
ly evolving need for products” Wouter starts his answer to the question regard- ing what the future holds for Rymax Lu- bricants in Africa. “Where 20 years ago the demand was for SAE 50 and such, we now deliver a wide range of technically sophisticated formulations for the most modern plants and industries; while still supplying more traditional parts of the market. Also, the demand for complete lubrication solutions in industries such as sugar cane, cement, power generation and food grade are becoming significant. Part of our company is focusing on these specialty products and with success. Re- cently, Rymax Lubricants has introduced a complete range of food grade products, meeting many specific industry stan- dards. This is a good example of the way our company follows a flexible approach to offer the best solutions to any market demand.” Wouter continues with an ap- peal to similar companies with ambitions to expand in these growing segments:
“Africa has brought us a lot of success and we feel very much at home here. We have built a strong and professional net- work of distributors that are equally as committed as we are to the success of Rymax Lubricants, but we are not repre- sented in every country yet. Africa is a big continent and within the 54 countries, we are still looking for good representation in some countries. The type of partners we are looking for have experience in the lubricants industry, have a professional and strong sales and marketing team and a committed and focused management with a clear vision for future growth. With our upcoming product innovations, market strategies and commitment to continually meet the evolving needs of African customers, we are convinced that we can offer the best tailored opportuni- ty to the right future partner!”. In conclusion, Rymax Lubricants’ jour-
ney in the African market showcases their resilience, adaptability, and commitment to sustainable growth. With a focus on partnerships, industry-tailored solutions, local production, and sustainability, Ry- max Lubricants has made an impact on African industries and communities. As they continue to innovate and expand their reach, they are poised to play a sig- nificant role in driving progress and un- leashing success throughout the African continent.
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