Tyneside firm generates high voltage success in Venezuela

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Newcastle engineering firm Houghton International is celebrating after landing one of its biggest ever single export orders, thanks in part to support it received from UK Trade & Investment (UKTI).

The company, based in Walker, manufactures high voltage coils that are used in the repair and maintenance of large electrical motors and generators.

It has just won an order worth $210,000 from Venezuelan company Sidelca for its pioneering Hi Flex coil system.

An experienced exporter, Houghton International already has markets in 14 countries across Europe, the Middle East, North America, Africa and Asia. Keen to grow its international client base, the company signed up for the UKTI Gateway to Global Growth (G3) programme.

This enabled it to cover part of the cost of attending the Electrical Apparatus Service Association (EASA) international trade show in Denver, in June, where it met representatives from the Venezuelan company, as well as other potential customers from all around the world.

Stuart Whitfield, Houghton International’s Technical Account Manager, who brokered the deal, explained:

“The interest we had at the EASA show was phenomenal, with $500,000 worth of enquiries from this show alone. Prospective clients were coming to see us every day – many of whom were from South & Central America. It helped us realise that there is huge potential in these markets, so we’re already developing plans to build on this.

“We’ve started to translate our website and brochure into Spanish, and UKTI are helping us by providing funding towards translation costs and country profiles so that we can understand better how to do business in these brand new markets.

“This new order will keep our manufacturing business busy for two months and puts us in a really strong position. We’ve invested in new machinery and have recruited six new apprentices who will be involved in fulfilling this order. Recruitment for more shop floor staff and other roles is under way.”

Bill Oliver, one of UK Trade & Investment’s International Trade Advisers who has worked closely with the company, said:

“This new order is fantastic news for Houghton International and I’m really pleased that they’ve taken advantage of the opportunity to move into a whole new market.”

G3 provides valuable support for companies already exporting to research and explore new markets. The huge interest that the Houghton team had at the EASA event shows that face-to-face contact with potential customers is vital – and as part of the support available, the G3 programme gives companies the chance to meet clients in the market.

“Whether a company already has some overseas customers or is only just considering exporting, there will be a way that we at UKTI can assist them, and I hope this success will inspire other firms across the North East to contact us to find out how we can help them grow globally.”

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