Local manufacturer boasts impressive export capacity

Mixing and pumping equipment manufacturer Afromix’s AMX range of agitators comprises the lion’s share of its global exports, which accounts for about 80% of the company’s revenue.

The company’s AFX peristaltic pumps market is also growing daily.

As the only agitator supplier with a manufacturing facility in South Africa, Afromix can manufacture, package and load in-house, which, in turn, shortens lead times significantly and alleviates logistics shortcomings.

“We currently export globally, but our biggest market is still Africa, specifically the Copperbelt,” says Afromix internal sales manager Verna Els.

She adds that Afromix frequently exports to North America, South America and Europe.

Demand has grown enough over the last few years to prompt the company to open branches in North America and Europe.

“We are always looking at new markets and have found that there is a lot of demand in the Middle East, as well as in Asia,” she explains.

These markets tend to be saturated with off-the-shelf products, which in most cases cannot meet clients’ application requirements; therefore, the ability to offer a bespoke product, coupled with vast experience and knowledge, is sought after.

“We are clearly competitive in any market, which our export market share indicates,” she says, adding that the company’s ISO 9001 accreditation “holds significant weight” with all current and potential clients.

Additionally, Afromix is finalising its South African Bureau of Standards local-content verification and is committed to increasing its local content to 100% on all projects where possible.

“Excellent quality is a non-negotiable concept for Afromix and clients value the company’s commitment to supply a superior product.

Our company has grown from strength to strength in the South African manufacturing sector, even amid the global pandemic, owing to key role players such as the South African Capital Equipment Export Council.”

Saceec understands the industry and the shortcomings in terms of support in South Africa, and has a clear view of what its members need and how to assist, Els adds.

Afromix’s medium-term goals are to expand its export market while maintaining and servicing its current markets.

“In the long run, we plan to increase our footprint with reliable representatives and suppliers globally.”

This is being achieved by attending tradeshows, such as the Electra Mining Expo 2022, which was held at the Johannesburg Expo Centre in Nasrec, Gauteng, from September 5 to 9.

At this year’s event, Afromix offered a glimpse into its future offerings by introducing its concept pump, the AFX200, which is being developed and manufactured in Kariega, in the Eastern Cape, and will be available for distribution by mid-2023.

To showcase the company’s existing technologies, a gas dispersion agitator – scaled down significantly from what would typically be found on site – was the main attraction at its stand this year.

“We also had a peristaltic pump showcasing the inner working of the pump, as well as sample-size impellers on display, all complemented by Afromix’s knowledgeable engineers to answer any questions,” she concludes.