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arrow Market conversion programme
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Market conversion programme

AEL’s Narrow Reef mining business has spearheaded the market conversion programme from traditional capped fuse igniter cord initiating systems to modern shocktube systems. Liesel de Villiers (second from left) is the director in charge and says:

“My team and I redoubled our efforts and engaged extensively with our customers in 2008. We’ve made pleasing progress in what is the world’s largest market conversion in commercial explosives in recent times.

“It is most satisfying that, from September 2008, AEL’s monthly sales of shocktube have exceeded those of the traditional capped fuse product. By definition it means that, with our support, more than half of our narrow reef customers are enjoying the benefits of a safer, more efficient and higher quality product.

“We’ll sustain our market conversion efforts in 2009 and 2010 and we will continue to add value to customers’ operations with the products, expertise, training and on-site know-how we offer.”

Liesel’s team includes (from left): Franky Botha, Liesel de Villiers, Sean O’Brien, Hendrik Jansen van Rensburg, Hennie du Toit.