EVENTS AND EXHIBITIONS
INCORPORATING COLD CHAIN
Embraco brings innovative
refrigeration solutions to SA
By Ilana Koegelenberg
E
Although the Embraco brand is no stranger to South Africa, the global brand officially launched
directly into the local market on 31 August 2017, holding two separate events: one for the media
and one for industry and partners.
mbraco, a multinational in the sector
of hermetic compressors and cooling
solutions for refrigeration, flew down a
team of experts from its head office in
Brazil on 31 August to speak more about
the company itself, as well as its products
and vision for South Africa.
Embraco invited industry role players
and partners from all over to join them as
they shared trends and strategic plans
to shape the refrigeration business in
South Africa, with R&D in technology and
innovation highlighted as the main driver
for this transformation.
As a multinational in the refrigeration
segment, the company invests annually
between 3% and 4% of its net revenue
in R&D to transform technology into
innovation with a focus mainly on energy
management, refrigeration, and food
preservation.
“Embraco aims to grow in partnership
with our customers, particularly in high
growth potential markets, offering
innovative products, solutions, and
services,” said Marcio Schissatti, vice-
president of Business and Marketing for
Embraco, who also came down for the
event. “Innovation is part of our DNA
and as a global company, we invest
annually in technology and innovation
to propose new solutions and services
to our customers, to keep the leadership
position in our industry. The level of quality,
performance, and reliability that Embraco
products are known for in the market is a
huge asset we provide to our customers
and to the end user.”
The afternoon’s presentation to a handful
of trade media was an intimate event,
which allowed the journalists in attendance
to pose their questions informally to the
Embraco team after the presentations and
product showcase. Not long after, it was
time for industry to also take part in what
was termed the “Embraco Experience”.
Both events took place at the Wanderers
Club in Illovo, Johannesburg.
EXCITING PRODUCTS
There was hardly an empty seat for the
evening’s affair as the international team
showed off its global reach, before going
into more detail regarding a few specific
products it is proud to be launching locally.
Christian Berretta, sales specialist and
account manager at Embraco, was
also in town from Brazil to share some of
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the key features of the company’s new
and innovative ranges that they will be
bringing into the local market.
These products include its Fullmotion
variable speed compressor, which
consumes 40% less energy compared to
conventional technologies.
They highlighted the Plug ‘n Cool,
a simple and compact sealed unit for
commercial refrigeration, run on R290
refrigerant.
The company also provides condensing
units for both commercial and aftermarket
segments, with high-quality and efficient
compressors with low energy consumption.
The Wisemotion oil-free, linear compressor
also raised a few eyebrows, as well as the
FMFT variable speed compressor.
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Embraco aims to
grow in partnership
with our customers,
particularly in high growth
potential markets.
NATURAL REFRIGERANTS
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After talking about the company and its
products, the team went into more detail
about innovation and trends in the sector.
They reiterated their commitment to R&D
and natural refrigerants. “We’re shaping
the future with natural refrigerants — that is
where the world is heading,” said Berretta.
Before enjoying a motivational talk, the
Embraco team shared its plan for South
Africa and Africa as a whole, talking
about the long-term opportunities they
see for these markets.
Snacks and some drinks followed as the
international team mingled with guests to
answer any questions they might have. CLA
1. The Embraco team after the media
event, from left: Marcio Schissatti
(vice-president of Business and
Marketing), Fabio Venancio (sales
manager), Marcelo Duarte (sales
senior manager), and Christian
Berretta (account manager).
2. Various new Embraco products were
on display at the events, including the
FMFT compressor.
3. A well-attended evening launch
event at the Wanderers Club in
Johannesburg.
COLD LINK AFRICA • November | December 2017
www.coldlinkafrica.co.za
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