The Business Exchange Swindon & Wiltshire October 2014 | Page 17

IN PROFILE
Avon Protection is prime contractor to the United States
Department of Defence, the UK’s Ministry of Defence,
NATO and over 50+ other national defence organisations.
We interview John to find out more about the history of
the firm, his growth within the company and its plans for
future growth.

When did you join the company?

Last month we visited Avon
Protection based in Melksham
to interview John Penton,
European & Asia Pacific Sales
Director for the firm.
Avon Protection (AP) is part of
Avon Rubber p.l.c a business
with it’s roots firmly in Wiltshire
since 1885. The company is
the global leader in respiratory
protection technology, with a
history spanning over 100 years
of military mask design and
manufacture.

Maintaining our existing market through introduction
of new products is critical. We are also spending our
time growing the Asian market places concentrating on
developing markets such as Indonesia, the Philippines and
Vietnam.
We’re investing our own funds too, not just government
money on product development.

What was Avon Rubber like
when you joined?

European & Asia Pacific Sales
Director - Avon Protection

What’s next for the firm?

I started my career with Avon Rubber in 1981 when I
joined their apprenticeship scheme as a technician. In
those days we were based on the company’s old site
in Melksham, now Cooper Tyres. The apprenticeship
scheme was run out of Trowbridge Technical College
and I graduated as a member of the Plastics and Rubber
Institute.

JOHN PENTON

Syria. We’re very proud that the equipment AP supplies
protects people when they need it most, saving lives.
We export our products to 62 countries and are one of
the most successful exporters in Wiltshire with masks being
sold to the Middle East, the Far East, the US and Central
Europe. We work directly with government procurement
teams to help fulfil their needs and UKTI support us with
this regularly.

In such a niche industry
how do you recruit?

The company has changed a lot since those days. When
I started with Avon 80% of the business came from the
automotive trade. The business innovated to survive and
changed their business plan for growth, concentrating on
the successes of Avon Protection and it’s law enforcement
and military breathing apparatus.

We recruit good quality engineers and place them on our
internal training scheme, investing in the staff.
Our sales team in Melksham is so small for the size of
the operation, our team of 10 support the whole world
outside of the US.

How did you progress with
the firm?
Avon Protection started in Bradford On Avon where the
sales and development team were based. In 1986 the first
S10 masks went into production for the UK government.
The product was very successful and the team grew from
this point with other predominately European governments
approaching Avon Protection to produce masks for them.
With my technical team I was responsible for a new
Avon Protection test and research laboratory, purpose built
for further developments in respiratory protection. The S10
morphed into the FM12 and I then became Programme
Manager for Central Europe.
After this initially very exciting time my technology and
engineering role changed making my role much more
managerial and I was ready for change. I decided to leave
the company and worked as a sales manager for the then
Swindon based Linton and Hurst as commercial manager.
The company was very fruitful when I joined but it was
hit by heavy commercial pressures from the Far East with
product development, a lot of the company’s customer
base moved to Czechoslovakia. I was offered another role
within the business but I didn’t want it.
At this time AP was going through a period of real
growth with the impact of 9/11 generating a need for
their products. The US was looking to replace all of their
respiratory equipment for the entire US forces and AP were
asked to pitch for the work. It seemed an ideal time to
return back to the company and in 2004 I returned and my
role became instrumental in the winning the US contract.

How has Avon Protection
progressed since?
We now have 500 employees in the States off the back
of the US contract and we have a manufacturing plant
in Cadillac, Michigan State. We also have facilities in
Baltimore, Maryland.
We work closely with the Organisation for the
Prohibition of Chemical Weapons (OPCW) and service
many of their masks here in Melksham. We are currently
servicing masks that have just returned from the field in

What do you like most
about your job?
I love the technical aspect of the role, wanting to know the
intricacies of the product. I also love the cultural diversity.
It’s brilliant. The most exciting part of what we do is being
so multi-national. I can’t think of another local business so
multicultural and diverse.
The industry is so specialist I love meeting the interesting
characters that form part of this funny club that exists all
around the world.
I’m also passionate about creating a lifesaving product
and that is the driver of my success.

Next month we talk toSharon Omer-Kaye

Managing Partner, Baker Tilly, Swindon

THE BUSINESS EXCHANGE 2014

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