Endress+Hauser, a global leader in industrial instrumentation, participated at ElectraMining Africa 2024. The company, which has been a staple in Southern Africa for over 40 years, used the event to launch several cutting-edge products designed for the mining industry, alongside innovations that also cater to other sectors in the cold chain like food & beverage and pharmaceuticals.
Among the new products introduced at the exhibition were advanced level pressure and flow instruments, launched in September 2024. These devices are designed to optimise operations in water treatment and industrial automation applications by offering precise and reliable measurements for managing fluid levels, pressure and flow rates in real-time.
One standout innovation highlighted by Charl McAllister, Endress+Hauser head of marketing at the event, was the introduction of a new generation of hygienic radar level sensors. These devices are particularly suited for industries with strict hygiene requirements, such as food and beverage production, and are capable of measuring the level of liquids in tanks, preventing issues like spillage and dry-running pumps.
“We’ve developed this radar technology with not only sustainability and energy efficiency in mind, but also with a focus on long-term cost savings for our customers,” McAllister explained. “The products we’ve introduced today are versatile and can be applied across several sectors—mining, pharmaceuticals, water treatment, and beyond.”
Focus on R&D and sustainability
Endress+Hauser’s commitment to research and development (R&D) is central to its product strategy. McAllister emphasised that every new product is designed with sustainability and operational efficiency at the forefront. The company carefully considers the lifetime cost of its devices, ensuring that they are energy-efficient, repairable and capable of withstanding the toughest conditions over long periods. This commitment to sustainability is especially evident in the new range of hygienic radars, which are designed to meet the specific calibration and compliance needs of the food and beverage industry.
“Our R&D process is customer-centric,” said McAllister. “We align our developments to meet the specific needs of the industry. Whether it’s energy efficiency, compliance with hygiene regulations or ensuring long-lasting product performance, we take a holistic approach when designing new instruments.”
A multifaceted approach to market penetration
To gain traction in a competitive market, Endress+Hauser employs a multifaceted approach to sales and marketing. The company leverages a combination of direct sales channels, extensive sales training and targeted media campaigns to reach its customer base. In addition to its local team in Sandton, Johannesburg, Endress+Hauser is actively present at various regional trade shows, including MTE and African Mining, to engage with both existing customers and potential new clients.
“We’ve been operating in Southern Africa for over 40 years, and our market approach is all about understanding the unique needs of our customers,” McAllister said. “Whether through direct engagements, LinkedIn, or exhibitions, we ensure that our solutions are readily accessible to the industries that need them.”