If you’ve been around long enough to remember Taipan abrasives, you probably know the exciting story about how it came to be Euromarc ELITE….well this story is far more important – it’s about what it really means to be ELITE, and the obstacles a product must overcome to be deemed worthy…keep reading

What better person to tell this story than Euromarc’s Product Development Manager, Gus Broomhall…

Why Euromarc ELITE?

“We wanted a brand name that represented the standard of work our customers produce, and therefore the quality and performance of the products they use to get make it happen. ELITE is more than just a name – it’s a status. To be branded ELITE, a product needs to be worthy of our customers – meeting the needs of the kiwi engineer and helping them do their jobs better.”

What does ELITE stand for?

“The ELITE brand represents consumable metal engineering products that are exclusive to Euromarc. These are products researched and developed by Euromarc to meet the needs of our customers. The team at Euromarc listen to what customers are saying – what they use, how they use it, where any issues might be – and we use that information to source products that are going to last longer, cut better, get a better finish - .whatever our customers need to perform at their best.  So ELITE stands for tough, European quality products, developed specifically for the kiwi engineer, and sold at competitive prices.”

What standards do ELITE products need to meet?

“They have to tick quite a few boxes for us to be confident in not only offering the product to customers, but backing it with the ELITE brand. It needs to solve the engineer’s problem, and help make their job easier. We want to make sure the product is able to do this better than other products readily available on the market. It needs to do the job better. We also need to be able to provide it at a cost that represents value to our customers.”

The morale of this inspirational story is that Euromarc ELITE is more than just a name. It’s a status given only to carefully selected products developed to meet the needs of kiwi engineers!