Home' Inclean : INCLEAN May-Jun 2016 Contents 32 INCLEAN May/June 2016
By Kim Kamarudin
It is refreshing to come across people who
are passionate about the products they
provide. It takes energy and enthusiasm
to be successful in business and in life.
Perth owners of Trugrade, Grant and
Janine Firth, embody these characteristics
in the successful running of their niche
manufacturing and distribution company.
It was a sea-change for the pair when they
purchased the established business over
two and half years ago. The business was
originally founded in 1957 and has branches
in Cockburn Central WA and Wetherill Park
NSW. Trugrade designs, manufactures and
distributes a wide range of premium cleaning
wipes ranging from traditional non-woven
wipes, white rags made from 100 per cent
virgin material to hospital-grade microfiber
and impregnated dusting cloths.
Grant has a lengthy background in
chemical engineering and management,
while Janine has a wealth of experience in
marketing and sales. Together they jumped
into Trugrade and have embraced the
products and wide ranging industries in
which the products are used.
"When we first purchased the company,
we walked into the warehouse, looked at
the products and thought 'what do you do
with all that?'" Janine admitted. "Initially it
was a very steep learning curve but looking
back now it was a great way to learn about
and understand the products we provide.
Now people call me Mrs Trugrade because
I am very passionate about our products,"
she smiled. "I know their capabilities and
I can go anywhere in Australia and talk
to my customers, as well as represent our
distributors to end users, to explain what
they are gaining from Trugrade."
Trugrade's Head Office and core team are
based in Perth WA. A year ago Trugrade
employed Doug Cooke as its business
development manager for the East Coast.
Janine sings his praises describing Doug as
a versatile fountain of knowledge with more
than 30 years' experience in the industry in
New South Wales, Queensland and Victoria.
"Doug has been a great addition to
our team and we are excited to have his
knowledge, expertise and energy on board.
We are very proud of his efforts over the
past 12 months," exclaimed Janine. "He
has quickly become conversant with our
products and is a passionate advocate for
Trugrade, believing it is something truly
unique to the industry."
Trugrade has the ability to work with
distributors Australia-wide to provide high
quality customised solutions for their needs.
The company has evolved from being a
supplier of industrial cleaning wipes to a
company that works with customers to
tailor-design wipes to specifically meet end-
user and application needs.
Janine offers an example. "An Airline
industry client requested a product
with specific criteria to clean various
aeroplane spaces. The entire process, from
sitting down with the client to find out
exactly what they wanted and needed, to
receiving samples from our manufacturer,
negotiating price, finalising logos and
labelling took less than three months," she
explained. "There are very few companies
that can tailor-make cleaning wipes in the
time frame Trugrade can."
Another example is a disposable flannel
cloth for use in aged care facilities.
Trugrade, working closely with its
distributor, spoke with nursing and cleaning
staff to determine what the cloth was used
for, how it was being applied, what was
good about the product and what needed
improvement. Based on the feedback
Trugrade created a cloth that would suit
the needs of the end users and the patients.
Trugrade was able to reduce the client's
cost by around 50 per cent. This product is
now being used in hospitals and the medical
sector. Disposable towels are also now
available in this product range.
Trugrade's Trurag range was nominated
as a product of choice by users at a new
multinational liquefied natural gas and
domestic gas development. The client
approached Trugrade about its range
after a contamination issue from the use
Trugrade dominates niche market
with tailor-made cleaning cloths
Trugrade's colour-coded newly
of recycled rags. Trugrade was the only
company in Australia with 100 per cent
new rag material that could respond to the
client's request. "Our product is made from
reprocessed virgin offcut material" Janine
shared. There isn't another product like this
on the market at this time." This product is
used by a range of clients from car detailers
to oil and gas companies because of its
softness and high absorbency.
Trugrade is able to provide better value,
custom-made products in a short timeframe
without undermining product quality.
Products are relevant across most industry
areas from domestic cleaning, child care, car
detailing, abattoirs and food preparation
to the industrial sector, aviation, hospitals,
aged care, prisons and emergency services.
"We pride ourselves on showing initiative,
providing the outstanding value solutions
for the job and a 24-hour delivery response
time," said Janine. "We do what we say and
we do it well. We take time to understand
our customers' needs and are proud of
our efforts to provide savings without
Trugrade has been carving out
niche markets for itself in the design,
manufacturing and distribution of quality
wipe products. The strong value focus and
ability to quickly respond to customer needs
at team Trugrade bode well for the future
success of the business.
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