Founded in the 1920s by German immigrants, 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 resulted in a structural shift. Some of the companies 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 development in the city; from this base, the company 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 automobile 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 distribution office in São Paulo. More than 25 employees under managing director Andrea Fröhlich supply the industrial sector within the country and in select neighboring countries, such as Uruguay and Paraguay. It is important 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 requirements 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 intended 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 telemarketing 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,” she shares. Jowat do Brasil also works closely with its partners in the specialist retail segment. Hot melt adhesives and PUR prepolymers in small package sizes are integral components of the local distributors’ product range, as these can be purchased there by small and medium-sized businesses as well as by independent tradespeople. Sales manager Ivaldenei Ferreira Junior, head of Application Technology Bernardino Damiani, and others host workshops to help customers understand the best application of the adhesives. “Our workshops are hugely popular among our customers,” says Ivaldenei Ferreira Junior. “Our specialist retail partners provide the venue, and we instruct them on the best way to handle and utilize the adhesive. The desired product can also be purchased right there on-site. This concept is a win for everyone involved.”
Successful brand
A real high point in the Jowat do Brasil success story so far was winning first place in the Top Móbile Award competition in 2022 in the adhesives and glues category. Bernardino Damiani sums it up as “the most important award in Brazil’s furniture industry”. “The Top Móbile Award represents quality products and successful brands that customers have a positive association with.” The Jowat brand was among the top three finalists for the first time in 2015; since then, it has regularly placed in the top of the rankings, even taking first place in 2022. This award fills Bernardino Damiani will a sense of pride, particularly in view of the competition. “Not only did we place ahead of well-known Brazilian suppliers, we also beat the international competition. This shows that our efforts on the market have paid off.” Besides providing optimum adhesive products, Jowat do Brasil also has a heart for social commitment. The company actively supports multiple organizations and their volunteers, contributing both financial and material donations. PET bottles play an important role here—rather than landing in the dump, they get a second life by being converted into surfboards or stand-up paddle boards.
One such organization being supported is Eco Garopaba, which is committed to environmental protection and the reduction of waste. Besides creating awareness about environmental pollution and offering valuable tips concerning recycling, the volunteers themselves also take action in these areas. As part of the Prancha Ecológica project, children, youth, and adults join together in removing trash from the beaches and then build improvised surfboards out of empty plastic bottles. In so doing, Eco Garopaba helps promote sports, water conservation, and social inclusion in equal measure. Jowat do Brasil donates its all-purpose adhesive Jowapur® 685.04 to permanently bond the bottles in place.
This one-component, polyurethane-based, all-purpose adhesive is also used for SUP Para Todos, a project brought to life by the company Limitless Stand Up Paddle. Members of this project are likewise involved in cleaning up beaches and bodies of water, but they also focus on sports, fun, and working together. Using boards they have made themselves out of PET bottles, kids learn stand-up paddleboarding under the direction of an experienced coach. “With the help of this project, we are promoting exercise and environmental awareness among children of all ages,” emphasizes Bernardino Damiani. These matters are close to the heart of the Jowat do Brasil team, which is why the organizations behind the projects are provided not only with the necessary adhesives but also with the active support of volunteers.
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