Founded in the 1920s by German immi- grants, the industrial city of Novo Hamburgo is known for its leather industry. Countless tanneries and shoe factories have shaped the cityscape over the decades, which is why it is known within the country as as Capital Nacional do Calçado (Shoe Capital). In the 1990s, an increase in imports from Asia re- sulted in a structural shift. Some of the com- panies that had specialized in the production and processing of leather were forced to close or to reorient their business. New branches of industry opened up, bringing more diversity to Novo Hamburgo’s economy. Since 2002, Jowat do Brasil has also been part of this de- velopment in the city; from this base, the com- pany now distributes its adhesives throughout Brazil. The leather and shoe manufacturers are among the customers of this subsidiary of Jowat SE, but the company predominantly serves the needs of the furniture industry, the packaging sector, and the increasing demands in the fields of graphic arts, textiles, and auto- mobile manufacturing. Jowat do Brasil has experienced rapid growth in recent years. In addition to its distribution base in Novo Hamburgo, the company has also opened a customer service office in Franca and a dis- tribution office in São Paulo. More than 25 employees under managing director Andrea Fröhlich supply the industrial sector within the country and in select neighboring coun- tries, such as Uruguay and Paraguay. It is im- portant to her and the team to remain focused on sustainability even amidst Jowat do Brasil’s rapid growth, which is why the installation of a photovoltaic system was a natural next step for them. It was an investment that quickly paid off. “The system, with its 62 solar panels, has been in operation since August 2022,” reports Andrea Fröhlich. “Already in the very first month, we produced more electricity than the company needed.” The commitment pays off In order to best serve the individual require- ments of the different sectors and South American markets, Jowat has been working in close cooperation with the largest machine manufacturers for years. When a machine is delivered to a company, it already comes with the appropriate adhesive for the intend- ed purpose, which usually helps bypass the tedious testing and adjustment phase. This allows the customer to begin production immediately—an approach that saves time and money. With the opening of its office in Franca, Jowat do Brasil also successfully integrated tele- marketing into its customer support service and regularly initiates contact with active and inactive customers. Andrea Fröhlich is satisfied with the company’s distribution strategy, which has paid off for her and her colleagues. “Through addressing customers directly, we have already been able to increase our sales considerably. We sold over 3,000 tons of adhesives in the year 2022 alone,” 15 15 »The Top Móbile Award shows that customers have positive associations with our name.« Bernardino Damiani, Technical Director at Jowat do Brasil