Kemira steps up Greenox marketing

Finnish company Kemira Growhow is set to step up its Greenox AdBlue marketing campaign in the coming weeks. The company has developed its pan-European strategy over the last two years and, having selected distributors, is looking to secure market share and expand its manufacturing base by licensing its AdBlue production process to chemical distributors in the future.

Kemira Growhow will distribute Greenox in Europe through the Penta chemical distributor network. This comprises the companies Moeller Chemie, A&E Fischer Chemie and Stockmeier Chemie in Germany; Quaron Group in Benelux and France; Quimidroga in Spain and Portugal and Tennants in the UK and Ireland. Penta Group represents a collection of medium sized chemical stockists and distributors, and was established in 1966 in Germany to secure the independence and competitiveness of the associate companies through collective purchasing.

Tennants Distribution Ltd, the UK and Ireland distributor for Greenox, is based in Manchester. The company's Greenox AdBlue business manager, Tim Griffiths, told Vent "Although some suppliers have gone down the route of selecting sub-distributors, our approach will be more direct, although we will sell some Adblue through fuel and oil distritbutors. Kemira may handle some of the large bulk sales themselves."

Tennants will transport the AdBlue using its own tanker fleet and can provide a complete service for AdBlue from the product to dispensing, fuel card sales and telemetry equipment. Griffiths admits the end-use market has been slow to develop. "Hauliers are so far the main interested parties," Griffiths says. "They are mainly looking for 2,500 and 5,000 litre bunded tanks."

Kemira has also licensed Tennants to use its AdBlue production process technology, which allows Tennants to produce AdBlue in the UK in future. Until then, Greenox will be imported fully-diluted in bulk.

Kemira Growhow opened Europe's most northerly AdBlue service station with Neste Oil in Rovaniemi, Finland, and has another service station site in Southern Finland.