Ebac Chairman John Elliott Hints at 2008 Plans

John Elliott, Chairman of Ebac reveals his thoughts on 2007 and plans for 2008 in the Watercooler industry
John Elliot MBE, Chairman, Ebac (JE)

How would you sum up 2007?
JE: "We have seen business startups who have entered the market in the last year achieve phenomenal success, even though the market had been described as static. It has become more competitive, but it has also been an exciting year."

What trends or issues have characterised the cooler industry over the past year?
JE: "We have noticed a shift towards POU coolers. Distributors are looking at ways of growing their business and accessing parts of the market they are not already reaching and end customers are looking for a more cost efficient, environmentally friendly and convenient cooler. We have also seen a greater number of smaller customers come to us and tell us they hadnít realised that Ebac was accessible to them as they were purchasing lower volumes, now they know differently! We have worked with many smaller companies and been able to give them very competitive prices and our flexible payment terms are designed specifically for smaller firms."

What was your best selling product or highlight?
JE: Without a doubt the FMax has been our best selling product. Our customers have described the FMax as the most complete water cooler ever and we definitely agree. It has many advantages in the bottled cooler market due to its high burst rate, energy efficient hot tank and patented cassette WaterTrail. After its launch earlier this year, the FMax has quickly established itself as a core product within our range and customers such as Nestle Waters Direct, Dar Natury in Poland, Henniez of Switzerland and Rainbow in Greece all offer the model to their clients. The FMax represents 30% of our new business which has been an incredible achievement for a product which was launched less than a year ago."

Is there anything you would have done differently over the past 12 months?
JE: "I think we could have helped to change the perception that Ebac coolers are expensive and aimed at larger companies, when in fact the smaller company can reap all the same rewards and benefit from competitive pricing. If we could have changed the weather and made people thirstier we would have done that too."

What is next for your company in 2008?
JE: "We will be launching a new product which is set to revolutionise the POU market. We canít say too much about it yet but it is something that has never been seen before and will take simplicity, hygiene and sanitisation to the next level. An official launch will take place in the spring."

Which issues do you think will be high on next years agenda for the cooler industry?
JE: "Definitely the opportunities of the emerging markets - Eastern and continental Europe and Japan. And not forgetting breaking into the home cooler market."

What would your one wish for 2008 be?
JE: "We work very closely with business startups in this industry and I would wish that they all have a very successful 2008."

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