www . refrigerationandaircon . co . za RACA Journal I August 2024 17
Business
BUTEC UNVEILS UNIFIED BRANDING STRATEGY FOR SUBSIDIARIES
By Eamonn Ryan
BUTEC hosted a razzamatazz event on 20 June in Johannesburg , rebranding Thermaire as BUTEC – an electromechanical solution provider – and Ampair as BUTEC Services – a facility management and maintenance service provider .
Currently operating in 21 countries across Africa and the
Middle East , Beirut-headquartered BUTEC is one of Africa ’ s largest electromechanical contractors and facility management service providers and aims to solidify its position as a significant player in the Southern African market .
The company was established as the African subsidiary of United Arab Emirates-based construction and services market leader BUTEC Group in April 2022 .
That same year , the group acquired 17 entities from French multinational utility company Engie . These acquisitions included local commercial and industrial heating , ventilation and airconditioning ( HVAC ) Thermaire Investments and Ampair .
In a vibrant event filled with enthusiasm and ambition , BUTEC announced a significant rebranding initiative aimed at solidifying its position as a premier electromechanical solutions and facility management service provider in Southern Africa .
The event , MC ’ d by Zak Zikalala , saw presentations by international executives chairman Ziad Younes and Fady Abou Jaoude , general manager BUTEC Utility Services , as well as local executives with pre-recorded messages : Robbie di Giovampaolo , services director BUTEC South Africa ; Johan van Holdt , CEO ; David Wafer , business development director ; Roy Mayef , head of estimating ; Bawinile Malele , HR director ; and Leonard Harmse , national procurement manager .
The event was not just about business but also about celebrating cultural diversity , with Lebanese cuisine and the flavours of amuse-bouche ( a French term for amusing your mouth ).
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BUTEC CHAIRMAN SHARES VISION AND COMMITMENT Younes emphasised BUTEC ’ s commitment to South Africa . He outlined the extensive scope and impact of BUTEC , a familyowned business with a rich history spanning six decades , operating across 21 countries in the Middle East and Africa with a diverse team of 7 500 individuals representing 35 nationalities .
Younes delved into the company ’ s multifaceted role as a contractor , facility services provider , and utility services provider . “ As a contractor , we specialise in design-build projects across various sectors including power , water , industrial , oil and gas ,” he explained . “ Our facility services ensure the smooth operation of industrial and building facilities , while our utility services focus on optimising public service management to minimise environmental impact .”
Highlighting BUTEC ’ s commitment to sustainable practices , Younes stressed : “ Our goal is genuine environmental impact . From energy efficiency in our contracting projects to water and
A full house awaits the start .
www . refrigerationandaircon . co . za RACA Journal I August 2024 17