Ben came up with the reason for founding the company. He briefly worked with a company called Eauvital and asked himself whether or not somebody was actually cleaning the water coolers at the time.
He approached his brother Marcel and they wrote a two-page business plan and went to Eauvital director Rem Pronk and his business partner Alex Bottse. This led to the incorporation of a contract cleaning company called TSN, Europe’s first contract cooler care company, which delivered the service of cleaning coolers. This prompted the search for an appropriate sanitisation agent that would form the basis of the service, which was found in the form of a patented hydrogen peroxide.
When the brothers conducted an ad hoc survey of the water cooler market, they noticed that there was a gap in the market, as there wasn’t yet any product out there designed and developed specifically to clean and disinfect water coolers and other water equipment. Given the fact that the European water cooler industry was still relatively young, they decided to focus their energy on incorporating a separate trading company to sell the product nationally and internationally, with Europe as their home market.
This marked the birth of Hygienic Solutions exactly 10 years ago.
“It was certainly quite difficult in the beginning,” says Ben. “Although some markets already had the foresight of selling cleaning services along with water coolers, even mature markets such as the US at that time didn’t see the need for offering cooler care as part of the business. So we were selling to a market that basically didn’t want to buy.”
Marcel adds: “In those early years, we spent a lot of time giving the CoolerClean pitch to people who nodded politely, but who after the trade fair wouldn’t decide to start working with CoolerClean. We would come back to the office with a box full of business cards and promising leads, which in spite of our ongoing efforts wouldn’t turn into clients. Gradually, this changed, along with the general attitude towards cooler care as a viable part of the water cooler industry.”
The two founders who had the longest track record in the water cooler industry were Rem Pronk and Alex Bottse, who had started the company Eauvital, one of the first water cooler distributors in Europe in the late 1980s. They had encountered the same reluctant market when they first started, making their first water deliveries from their own car, so they saw a clear parallel between their story and CoolerClean and decided to offer the necessary start-up capital.
Ben came up with the notion of starting a contract cleaning company, which became the basis for the CoolerClean sanitisation method, which in turn led to CoolerClean.
How has the company changed and grown since you set up?
Ben/Marcel Steur: In the beginning, all we had was a clear and strong notion that there would eventually be a need for cooler hygiene, given the way water coolers were marketed, ie as a clear, fresh and tasty drinking water experience. This would require a clean and sanitised water cooler, and that was precisely what we had to offer. Our father has always taught us that if you have a good story and you believe in your product, you need to keep telling the story until people start to listen. In the beginning, our thinking was very product-oriented. We were selling a product which had certain properties and qualities, and we were trying to put these across. Over time, our emphasis has shifted to training our clients and prospects in our CoolerClean sanitisation method, and in ways to implement this method into their business operations.
So instead of selling products, we now advise our clients on how to incorporate cooler care into their business activities, and how to do this in the most efficient and effective manner, allowing the client to maximise the value they provide to their customers. This consulting role, we’ve noticed, is appreciated by our client base, and they often ask us for detailed advice on cooler care issues.
Where are you based? Do you spend a lot of time travelling?
Ben/Marcel: We’re based in a town called Volendam, 20 kilometres north of Amsterdam. Since we prefer to train the service staff of water cooler companies at their own location, we certainly travel quite a bit. And then there are the trade shows that we always enjoy going to, since it offers a great opportunity to meet a lot of decision makers under the same roof. If you have ever had the pleasure of visiting our historic fishing village of Volendam, you’ll understand that one of the best parts of travelling is returning home.
As a family business, do you always agree on business decisions?
Ben/Marcel: Most of the time, we’re in complete agreement. Sometimes we’re not, and we’re not afraid to speak our mind. It’s important to always keep an open mind, and this includes being able to tell each other if an idea may not be good for the company, or needs some improvement. Typically, a board meeting only requires Ben and Marcel to be present, so we sometimes have such meetings while visiting each other’s homes. This means that there’s sometimes a thin line between talking business and just having a cup of coffee at the weekend, but I think this would ring true for anyone involved in a family business.
Furthermore, a word of thanks goes out to our parents, who have always been part of the team and who have consistently offered us their unconditional support in our business efforts.
Where are the real growth areas for your business?
Ben/Marcel: We’re involved in obtaining EPA approval in the US. EPA approval on our CoolerClean products will open up the US market in a big way, since we’ll be able to specifically sell CoolerClean as a disinfectant, which is what it actually is.
In the US, we’re working with a company called Good Water Warehouse, a leading wholesaler in the water industry, so we’re perfectly positioned to benefit from our EPA approval once we’ve obtained it.
Another possible growth area for us concerns central and eastern Europe, where we’re seeing some promising growth now and for the future. There’s a fresh entrepreneurial spirit in countries such as Poland, Slovenia, Ukraine, the Czech Republic, Slovakia, Bulgaria and many other countries in that region. We’re also looking to move into the Middle East, and will spend the months ahead trying to establish contact with water cooler companies in that area.
Do you have most success in west Europe, UK, east Europe, US or Asia?
Ben/Marcel: At this time, we’re definitely strongest in Europe, ie western Europe, central ?and eastern Europe. The US, as indicated already, hinges on the EPA approval, which is in the works. I remember we had our first trade show in the US (New Orleans) in 1999, and we originally felt that the US market would be where CoolerClean would have its first success. We found out that the US market wasn’t ready for a full range of sanitisation products at the end of the 20th century, and we diverted our resources entirely to the European market, where we subsequently started to sell our first products.
Do you have many high-profile clients?
Ben/Marcel: We’re happy to say that many water cooler companies have meanwhile adopted our CoolerClean sanitisation method, and work with the CoolerClean range of products. Among them are Eden Springs, Nestlé, Aqua-Service from Scandinavia, Rosana from the Czech Republic and Aqua Vital from Germany, to name but a few.
Which sectors are most popular for your products?
Ben/Marcel: Our CoolerClean sanitisation system is applied in the home and office delivery market, where water coolers are sanitised in place by service employees or drivers of the water cooler company.
Increasingly, we’re seeing companies using our products in the residential market, ie for under the sink RO units or other mains-fed solutions. With the Protocol 3 approval, involving the removal of Pseudomonas Aeruginosa, we have proven the suitability of our product for water equipment in hospital wards and other high risk areas. Furthermore, CoolerClean is applied in many schools across Europe.
Do you have new products in the pipeline?
Ben/Marcel: We have a new product which is about to be launched: CoolerClean Direct Chill. This is a product based on CoolerClean Rinse, to which we added a new ingredient. This makes the product specifically effective in direct chill and mains-fed water coolers, where it’s impossible to use a brush. This means it’s still possible to carry out an effective sanitisation with a contact time of less than 10 minutes.
In line with this approach, we will develop further products for specific types of machines in the future. In part, this will be focused on the business-to-business market, while there will also be consumer-oriented products in the same category as CoolerClean Home and CoolerClean Spray.
Which are the newest technologies you’re using?
Ben/Marcel: We’re constantly working with our partner that provides the basic chemical ingredients to come up with improved compounds and improved formulas, to reach an even higher level of effectiveness. In addition to improving the products, we work on improving the methods we use, and on improving the way we train our customers to work according to these methods. All of this combined leads to a more effective product, and allows our customers to get maximum benefit from the technology we put into our products.
Are customers still willing to pay for quality and top technology?
Ben/Marcel: Customers are willing to pay for a product that delivers effectiveness that does exactly what it says on the label. At this time, customers demand proof of the effectiveness of the product, which we have always been able to deliver. Another aspect that’s important about the CoolerClean sanitisation system is that it was developed in actual practice by us. We have developed and perfected our sanitisation methods over the course of time, and have increased effectiveness while reducing the time per service. This leads to a higher degree of operational efficiency for our customers, which at the end of the day reduces costs and increases profit.
How has the water cooler industry changed since you set up?
Ben/Marcel: It has evolved from a pioneering industry into a mature, professional industry, where the large waves of consolidation have led in part to some big players in the market. Still, the market has not only expanded, it has also deepened where certain companies have created niches, coming up with innovative products and services, geared towards very specific market segments.
This means, of course, that there are still ample opportunities for smart entrepreneurs to start up new businesses, offering their unique product or service. Even in the US, where the water cooler market has been a mature market for many decades, we’re still pleasantly surprised at each trade show by the innovations we see.
What’s the best thing about working in the water cooler industry?
Ben/Marcel: The best thing is the opportunity to work in an international business environment, meeting and doing business with companies and people from many different countries. Inevitably, this not only leads to an exchange of business insights, but it’s also an enriching experience on a social level. We’re happy to say that we have made some very good friends in the water cooler industry.
And the worst?
Ben/Marcel: We try not to focus on the worst and instead keep our eye on the positive things in the industry. The only thing that comes to mind is, perhaps, when you have spent a lot of time and resources on developing a new idea or product, there’s always somebody that will imitate it, or at least try to do so. But this is true for every industry, so there’s nothing new there.
What do you think are the key elements to survival in a tough marketplace?
Ben/Marcel: Stay visible. Always keep in touch with the market, by keeping them informed of the new developments in your product range and always follow up on any leads. Furthermore, it’s obvious that you rationalise your cost structure, but we would never economise on advertising, since companies must be able to find you at all times.
What do you think are the most effective methods of marketing for your business?
For us, along with advertising in trade magazines such as Cooler Innovation, it’s to visit water cooler companies as much as we can. We’re convinced that the only way to really put across our products and our sanitisation methods is face to face.
It’s primarily Ben who has collected most of the air miles in past years, while Marcel holds the fort. Ben is able to provide such a wealth of information during his on site visits that it would take weeks to achieve the equivalent by email or regular mail. In turn, he’s able to obtain first-hand feedback on the changing needs of water cooler companies all over the world.
In our experience, it’s primarily the questions that are asked during Ben’s demonstration of the sanitisation method that make the difference, since these questions otherwise wouldn’t have been asked in the first place. By immediately clearing up any queries the contact person may have, we pave the way towards the more practical side of things, and the benefits our system offers for their business.
How important are the people in a company?
Ben/Marcel: People are the most important factor. Although staff turnover at our customers’ companies is inevitable, there are people we have known for over 10 years now. It’s our focus to build long-term relationships with our clients, by offering them continued support and on-site service.
As a service based industry, how do you build your customer service skills?
Ben/Marcel: We’ve learned most of what we know from our actual contacts with the people in the industry, primarily at trade shows. Furthermore, there are the conference workshops at trade shows that offer a wealth of relevant information that can immediately be applied in the day to day management of the company.
Furthermore, we try to read business and management books focusing on customer service and on selling products and services internationally, trying to keep up with international best practices and new developments.
How important are environmental issues to your business and how are you approaching them for the future?
Ben/Marcel: Environmental issues are of course key in this day and age. Our products are packaged in biodegradable materials and the product itself contains no harmful ingredients and is itself also fully biogenic and biodegradable. In the future, we will continue to work with our suppliers to reduce our carbon footprint. This will involve purchasing choices focusing on reducing the environmental burden of the materials even further.
Do you try and foster a certain spirit within the company?
Ben/Marcel: We continuously try to improve the way we do business and offer our hygienic solutions to the market. You could consider that our ‘mission statement’. In addition, since we’re a family business, we already have a strong relationship with each other and we trust each other implicitly. Anybody who joins our company will, in effect, become part of our ‘extended family’.
Do you have any sponsorships or extra curricular activities as a business?
Ben/Marcel: Up to this point, we have primarily been busy focusing on our core business, but I do see opportunities for focusing our energy towards good causes, such as increasing access to clean drinking water in developing countries. Our future King Willem-Alexander has made water management his main focus, so as a Dutch company we have a reputation to uphold.
What are your main ambitions for Hygienic Solutions and the CoolerClean range in? the future?
Ben/Marcel: Our main ambitions are to move into new markets and to increase our range of products to suit the needs of a maturing market. We’re looking towards the Middle East and are already establishing contacts there. Furthermore, our pending EPA approval in the US is a key element in selling our products as disinfectants there. This will open up the market in a big way.
We wish to be a long-term partner for our existing and future customers. This drives everything we do. Like the past 10 years, we’re in it for the duration!
© FoodBev Media Ltd 2024