Interview with Jeppe Lisberg, Director International Sales & Marketing, AHT Cooling

AHT Cooling Systems GmbH is active in both branches of industrial refrigeration and deep freezing, while its main areas of business are fridges and deep freezes for supermarkets, ice cream freezers and drink cooling. The area of refrigeration and deep freezers for supermarkets basically involves plug-in refrigeration and freezer systems and constitutes approximately 62% of the total turnover. AHT is among the leading global manufacturers in this sector. AHT is also a leading global manufacturer in the ice cream sector and could soon have world-wide manufacturers of drinks as customers for drink cooling systems. A quality management system has been introduced,  conforming to ISO 9001, as well as an environment management system to comply  with ISO 14001.

Jeppe Lisberg, aged 47, is the International Sales and Marketing Director, as well as Coolpoint Director, at AHT Cooling Systems GmbH, Rottenmann, Austria. He is responsible for all Marketing activities, after sales service, customer care, etc. Coolpoints are the sales and after sales partners worldwide. Furthermore, he is the sales responsible for the UK, Norway, Sweden, Finland and Baltic States. Jeppe Lisberg is Danish and hols an M. Sc. In Economy – Sales and Marketing (1987).  He started his carreer as an International Marketing Consultant with Kolding (1987-89) and then worked as marketing manager and sales director for such automobile companies as Nissan and Fiat Denmark, until he occupied his current position.

1 - AHT’s origins date back to 1442, when it came into existence as an ironworks. What made it evolve into what it is today? Which turning points would you like to highlight?

The starting point was in 1983 when AHT started manufacturing ice cream cabinets for Unilever, this has lead to AHT being a world partner to Unilever. The key date is 1990 when AHT developed the first integral jumbo freezer; this opened whole new markets for AHT and laid the foundation for the future success of the company. Then the other key area that has impacted on the growth has been AHT’s singled minded approach to develop products that are both energy efficient and eco friendly. This has allowed its customers to be at the forefront in these two areas.

2 - The company has been expanding its sales network abroad. How are your operations performing in Germany, USA, Turkey, Thailand and the UK?

You do not need me to tell you that the world economy is going through a rocky time, but this has not stopped AHT from looking to the future and investing in new markets.  AHT has taken over a factory in China to serve that fast growing market and the Far East. AHT has seen its sales grow rapidly in this area and to meet the opportunity AHT has opened a sales office in Hong Kong. Germany, Turkey and Thailand are all growing to their strong economies and AHT sales strength in the value for money supermarket sector.

The USA and UK have been hit by the strong Euro and tough market conditions, but AHT is still on track sales wise and is changing to meet the market conditions and the increased demands of its customers.

 

3 - Why the decision to invest further in UK sales? What makes it an appealing market for you?

In the UK there are many AHT International customers. AHT policy is to support its customer where ever they are in the world so the UK market is important to AHT.

In addition in the UK there are supermarkets and brands with overseas operations and AHT needs to build relationships with these target companies to become both a UK and international partner. To build these relationships AHT believes it has to show it is prepared to invest and commit to developing its opportunities within the UK market.

4 - Is AHT also planning to expand its manufacturing operations abroad?

AHT already has factory in China and Thailand. AHT is there to supply these fast growing markets. AHT prefer to supply the USA from outside the country as I believe there are many selling benefits. Americans respect the build and design qualities of Austrian products and this currently offers AHT a key selling advantage over USA manufacturers.

 

5 - Regarding your products, is there a specific application of AHT Cooling products that shows how important the company’s contribution is to the commercial refrigeration industry?
AHT developed for Unilever the first HFC and CFC ice cream cabinets for the Sydney Olympics and I would say that perhaps the products that has impacted most on the market in Europe is the Athens chest freezer. It is the first commercially viable jumbo cabinets with Propane. AHT in partnership with Danfoss developed the variable speed compressor that has been the Athens making it 24% more energy efficient than any other glass lidded jumbo cabinet of comparable size. The European refrigeration industry recognised this by awarding the Athens cabinet the Pro-Cool award in 2006.

6 - What product innovations can your clients expect in the near and far future?
AHT develops new concepts in partnership with its customers. Currently AHT is working on three projects: the Acapulco for the ice cream and bottle coolers markets; the Boston jumbo freezer with its unique domed glass lid profile and the Barcelona which is ground breaking in its design as it is a two tiered supermarket cabinet.

7 - Finally, how would you analyze the refrigeration market worldwide, considering, for example, the new F-Gas regulations? In your opinion, what will be the trends of the future?
New law regulations and a general paradigm shift leads to a different way of thinking. It is getting more and more important to manufacture environmental-sound cabinets as there will be a heavy demand in future. The future trends also go clearly in the direction of energy-saving – as mentioned, AHT with its state-of-the-art product portfolio already sets standards in the whole branch.