Petro-Canada CL - Whitespace
The whitespaces in the food-grade lubricants market are adherence to stringent food safety standards to win customers, building brand trust to attract and keep a customer base, extension of lubricant life to reduce equipment downtime and maintenance intervals, and providing in-depth training and support to customers in the usages and compatibilities between their products.
Food Safety Standards
- SFK, (Swedish: Svenska Kullagerfabriken) a leading bearing and seal manufacturer in Sweden, say that food safety is the top priority of food and beverage manufacturers in their process of choosing lubricants.
- Nevastane and Cassida are excellent examples of highlighting food safety standards. Nevastane advertises that their products meet stringent food safety standards, such as having warranties on their food safety formulations. Cassida stresses that as many as 95 of their products are registered with the NSF, and their facility is certified with ISO 2146.
- Many companies such as KluberFood, Cassida, and Nevastane all advertise that some of their products are Halal and Kosher, further certifying their consumption for a wider audience.
- Nevastane adds as well that their products are also GMO-free and allergen-free, which would open up their products to a very large array of consumers.
Building Brand Trust
- Tyler Housel, head of Lexolube states that trust in a label's food products will make or break the company, highlighting that people will not consume food they do not trust.
- Nevastane creates a level of trust in their products by advertising that they are both allergen and GMO-free, leaving many more people open to using their products. This takes away the stress behind consumption when there is a possibility of adverse reactions to products.
Extending Lubricant Life-Span
- Food processing companies are continually trying to keep up with the high demand for their products, needing to increase their production to meet it. Higher production rates mean the machines will be under more stress for longer periods of time and will require better performing, and longer-lasting lubricants.
- John Lorimor, technical director for Aerospace Lubricants says "In this environment, reducing equipment downtime becomes paramount in order to reach the equipment’s cost-saving potential, and therefore extended lubricant life and reducing maintenance intervals is a key aspect of lubricant selection."
- Jax Lubricants cover all of these points in the advertisement of their products, stating "JAX formulation decisions are based upon product quality and field performance leading to substantial cost savings through extended machine life, reduced downtime and increased production."
- Jim Girard, executive VP of Lubriplate Lubricants Company has noticed a trend of lubricant suppliers working closely with consumers. Customers might lack the very specific knowledge of the properties of the products they use and how they might interact with other products, which could lead to system stoppages.
- "Customers are asking for help with understanding how lubricants are being used in their plants, how they should be used, and how employees should be trained in applying lubricants," Girard says.
- Nevastane offers a comprehensive network of customer support, with more than 120 affiliates and warehouses worldwide, they not only offer local support but easy accessibility of their products.
- Nevastane also offers their own software, TIG6, to consumers to help them manage and organize their industrial resources, along with in-in depth support from technical experts to help with the implementation of their products and services.
To identify whitespaces in the food-grade lubricants market, we first identified consumer priorities and preferences when searching for food-grade lubricant products, to do this, we looked through consumer standpoint pieces on what to look for when searching for such products, and supplier standpoint pieces highlighting what consumers most prioritized in their searches for products, and what drove their choices. The research previously completed on each company by our team was an important reference from which company standards, information, and examples were drawn. As well as their priorities, we identified their requests, what they wanted from companies, which would suggest avenues for companies to take when attempting to field customer needs. To do this, we looked at pieces from industry leaders, highlighting the main support that customers were asking for in the industry.