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Executive Report: Successful solution The winner of the New Product Zone at this year’s Executive Hire Show, Liquid Hammer could solve an equipment cleaning problem frequently encountered by hirers. The Liquid Hammer heavy duty concrete remover from Parker Merchanting proved a worthy winner of Crosshire’s New Product Zone at the Executive Hire Show in February. In selecting the successful entrant from the 11 chosen New Product Zone finalists, clear criteria were decided upon by the judges, who comprised Crosshire himself and representatives of the sponsor, TP Hire. As Group Hire Director, Richard Dey, said when presenting the Award, their guiding principle was to choose a product that would be of immediate benefit to hire operations of all sizes, and which was easy to use. The product, developed by Addax International of Denmark, is designed to clean cement from mixers, concrete finishing equipment and hand tools, machinery and other surfaces in an environmentally friendly manner. “It is free of the traditional side effects associated with acid cleaners, which can harm skin, damage clothes and affect paintwork,” contends Dave Cureton, Business Development Manager with Parker Merchanting. “Liquid Hammer is harmless to aluminium, painted surfaces, glass and rubber, and because it is not damaging to the environment it can be drained directly into the public sewer system.” The biodegradable substances used are designed to break down the molecular compound that binds cement with sand and water. The product is mixed with water and sprayed as a foam onto the equipment, and then left to act for typically 20-25 minutes. It is then removed either by using a high power jet washer, or water and a stiff brush. Machinery with years of concrete build-up might require a repeat treatment. “To make the process even simpler, we have just launched Liquid Hammer Pre-Mix, a ready to use version that has already been diluted with the correct ratio of water. This has been introduced following feedback from hirers,” says Dave Cureton. “We were appointed as the sole UK distributor of Liquid Hammer last October. The hire industry is obviously a significant target market for us, and we have had to convince some sceptics who have been disillusioned by other products that have simply not lived up to claims made for them. During Liquid Hammer demonstrations, a number of hirers have bet me that the product will not do the job - and I have won every single time. “A lot of hirers saw the product for the first time on our stand at the Executive Hire Show and in the New Product Zone. The exhibition was a huge success: we made contact with national hire companies and local independents, and we were inundated with enquiries. The Show provided us with a tremendous platform to reach the industry.” Not surprisingly, TP Hire is one of the growing number of hirers now using Liquid Hammer. Group Hire Operations Director, Stephen Day, says “It is a fantastic product and provides a real solution to a problem that has existed within the hire industry for many years. I am sure people will find it is a cost effective way of cleaning and maintaining equipment.” With headquarters in Leeds and 19 branches nationwide, Parker Merchanting offers a wide range of products for the construction industry, including site supplies, roadworks items and personal protective equipment. “We aim to be a single source of supply for hirers,” says Dave Cureton. “We offer next-day delivery and use our own fleet of delivery vehicles so we can control all stages of an order.” The company expects to introduce other new products relevant to the hire industry later this year. • T
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2454 Executive Hire News › Archives › April 2008 › Executive Report › Successful solution
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