Meet our challenge solver - Kent Hui

Challenge

The ability to offer a sustainable alternative to an established range of chemical blowing agents with applications in multiple end markets such as car seats and shoes should be a guaranteed commercial win. But when it needs to be promoted in an unfamiliar region, the volume of effort required quickly overtakes potential opportunities.

Our principal, Solvay, was set to launch their new product in China – a strategic market for the company. They needed a reliable channel partner, and we were more than up for the challenge.

Solution

Chemical blowing agents are used in foamed thermoplastics and rubbers with numerous applications. However, they are usually composed of Azodicarbonamide (ADCA), which has adverse effects on human health and has been classified as a Substance of Very High Concern by the EU regulation: Registration, Evaluation, Authorization, and Restriction of Chemicals (REACH). At the same time, it is also hazardous to the environment due to its emissions of volatile organic compounds.

Enter Alve One^®, Solvay’s eco-friendly chemical blowing agent and the perfect alternative to the conventional grade agents used in expanding the foam material in cushions among other uses.

Our teams initiated the promotion of this eco-friendly product throughout the region. While capitalizing on our deep understanding of the market and our strong credentials for introducing cutting-edge market innovations, our experienced technical specialists strategically leveraged our extensive customer base to launch the blowing agent. Collaborating closely with Solvay and customers, our technical teams facilitated testing and the formulation of customized end applications, ensuring promising commercialization of the product.

While our solid reach and commercial strength were key in supporting Solvay to drive their business in China, the collaboration in this important go-to-market initiative has further solidified our partnership with a principal that shares our sustainability and strategic growth ambitions.