Decades of experience and an enviable national reputation are serving Isowall Group well as the insulated panel specialist goes from strength to strength amid tough economic conditions.
Thanks to Isowall’s panel technology, precious stocks of food and drink across South Africa are being stored safely and hygienically for major retailers and producers. And the quality-driven company is working ceaselessly to retain its crown as Africa’s market leader.
Isowall Group manufactures Isowall sandwich panels, Isolite expanded polystyrene (EPS) and expanded polypropylene (EPP) products for the insulation, construction, packaging, agricultural and automotive markets.
Wholly SA-owned, Isowall operates from a 45,000m2factory in Pretoria, along with facilities in Cape Town, Tema in Ghana and East London.
The group was founded in 1973 and now employs some 500 people, 300 of whom are based at the Isowall headquarters in Silverton. Annual group turnover is around R300 million.
“We specialise in insulated panelling, which is manufactured and supplied for temperature-controlled rooms – such as cold rooms, freezer rooms, distribution centres for major retail outlets like Pick n Pay, Shoprite Checkers, Spar, Nestlé, City Deep Coldstores and Woolworths,” says sales and marketing director Neil James.
“Isowall is now pretty much a household name in insulation in South Africa, which has stood us in good stead. We have been around for a long time and I’ve been here for 17 years, so have seen huge changes in that time. We have come so far and have grown exponentially. The Isowall Group is the dominant panel and polystyrene producer in Africa – and we’re very proud of that.”
South Africa’s ambitions to become cleaner and greener are presenting fresh and lucrative business opportunities for Isowall.
“The whole legislation in South Africa of insulation is now starting to happen – so no building plans will be passed without proper insulation. That’s been a huge step in the right direction for us, as manufacturers of insulation material. There’s now an acceptance that buildings have to be constructed with proper insulation today – something that was never done before,” says James.
“That presents so many opportunities for a business like ours as we work more closely with the construction industry and the project managers involved in new developments. We have also done some work with the universities so that students coming out of the engineering and architectural faculties are aware of Isowall and our products, which is already reaping rewards.”
Isowall’s projects division, Isoprojects, builds insulated structures such as coldrooms, distribution centers, freezers, abattoirs and even classrooms. These structures are built all over Africa and specialist Isowall crews are sent to sites.
“A major project for us was Heineken’s new South African breweries, fermentation facilities and bright beer cellars. That was a wonderful challenge for Isowall. Our managing director, Peter van Duyn, and his team went over to Holland to put that contract together. It was a big project for us. Indeed, we were the only panel manufacturing company in the country really that was able to manage the job,” says Neil James.
Isowall has also been involved in new Coca-Cola bottling plants in Angola (project managed by Halliburton) and the building of tank farms and hop coldstores for South African Breweries.
Other Isowall clients have included: Abakor, the Botswana Meat Commission, the Meat Corporation of Namibia (MeatCo), Chubby Chick, Earlybird Farm, Rainbow, Country Bird, Clover Danone, Parmalat, DairyBelle, Outspan/Capespan, Banana Board, Sea Harvest Corporation, Sasol, Kodak, Altron, LSG Sky Chefs, Pillsbury, I & J, Heinz and Denny Mushrooms.
“Our long-term success has been largely through word of mouth. We are seen as a company which delivers on its promises. When you’ve been in business as long as we have, people come back for more. Word spreads: if you’ve got a big job, don’t use anyone except Isowall,” says Neil James.
“That constant endorsement has been excellent for us – it’s all about having a good reputation in the market-place and not being a fly-by-night. A number of other panel manufacturers have come and gone and have let down contractors and engineering companies. The industry is aware of that and, whilst we might not be the cheapest, we are the most reliable panel supplier in the country – of that there is no doubt. You get what you pay for.”
He adds: “Quality control is always a priority for Isowall. If a problem arises, we get out there and we fix it. I firmly believe that such an approach has stood us in good stead with the contractors: they know that we will take responsibility and fix things.”
In the face a weakened Rand and squeezed margins, Isowall has developed some export trade – creating distribution centres for chainstores in Sub-Saharan and being paid in dollars. But the company’s clear focus, says James, is on further strengthening its core domestic business.
“Trading has been good in terms of volumes but doing business in the economy of South Africa is currently really tight. Margins are very thin and, with that, you can’t afford to make mistakes – so you have to get it right first time,” he explains.
“We put an emphasis on productivity, quality, minimising re-work and driving down scrap levels to the bare minimum. There are really tough times ahead and it’s not getting any easier.”
Isowall’s group chairman, Peter van Duyn, has been in the industry for more than 30 years. As well as driving the business forward, he is actively involved in industry groups such as the Expanded Polystyrene Association of Southern Africa (EPASA), the Thermal Insulation Association of Southern Africa (TIASA) and the Thermal Panel Manufacturers’ Association (TPMA).
“The success of Isowall comes down to one man, Peter van Duyn, who shows a total commitment to the company every day,” says Neil James.
“It’s his life. He is first there in the morning and last to leave at night. He works tirelessly to ensure the success of Isowall. He has a love for the job and the company – and that, in turn, drives our employees and makes us the successful South African business we are today.”