Establishing overseas trade partners in dessicants

Keen to reach an international customer base with VMAP, their new moisture absorbing polymer, Brownell approached UK Trade and Investment to find the most suitable overseas markets

Silica gel bags, which have been keeping packaging and sensitive technology dry for generations, could soon be a thing of the past, with North London Company Brownell now in full production and keen to export VMAP - a new and far more practical desiccant.

Unveiled in the spring after several years of development, VMAP represents a breakthrough in desiccant technology, standing out in its versatility.

It can be moulded or machined to complex shapes as required to fit specific applications, and can be fixed in place easily with adhesives or screws.

Each cubic centimeter has an effective surface area of 600m3 and goes further than traditional desiccants in not only dealing with moisture but also adsorbing odours and organic volatiles too.

Unlike traditional gel bags, it is non-toxic, and it can also be 'recycled' - when saturated, it can be reactivated to recover its absorptive abilities.

VMAP, which stands for Versatile Moisture Adsorbent Polymer is made from silica gel molecular sieves bound into a polymer, and was developed through a Knowledge Transfer Partnership between Brownell and Reading University.

Over the past three years, Brownell funded research by graduate student Pierre Tchale, supervised by Professor Howard Calquhoun and Dr Wayne Hayes at Reading.

The polymer has a huge potential in a wide range of applications including electronics, telecoms, aerospace, defence and optics, preventing moisture from affecting sensitive systems such as electronics, instruments and industrial enclosures, which may be deployed in hostile environments affected by humidity or extreme variations in temperature.

VMAP is also useful in packaging solutions, providing controlled and on-going absorptive capabilities in specialist or long term packaging, and it has the advantage that it can be fixed in place so, unlike desiccant bags, it will not move about or generate dust or fibres in transit.

Keen to reach an international customer base with VMAP, Brownell approached UK Trade and Investment to find the most suitable overseas markets.

From extensive discussion and analysis with international trade adviser Bryan Treherne, India, the US and France were identified as the best target markets and the company was introduced to essential contacts to establish a presence in those territories.

In a first approach to the Indian market, Brownell was introduced to the head of UKTI commercial section in Bangalore, who provided contacts in the Indian aircraft industry, and these are now being followed up to establish a presence in Asia.

Also with UKTI help, Brownell has established a subsidiary in France, and is now in the process of setting up another in Portugal.

In the US, Brownell has established a partnership with a US company and is working with them to introduce VMAP into the American market, with the pharmaceutical, semiconductor and packaging industries their priority target industries.

UKTI assistance has also been provided to help Brownell exhibit at trade shows and other suitable industry events.

One successful example was their attendance at the Institute of Environmental Sciences and Technology annual event which led to several new customers in the target industries.

Brownell has also made the most of the UKTI training courses, including one on selecting an agent, and staff have put this training into immediate effect at shows and seminars, helping them assess the suitability of potential agents based in their target markets.

Brownell staff have also attended UKTI-supported events such as the South London International Trade Forum which focused on the Brazilian market and the New Opportunities in China event.

Brownell additionally made use of UKTI New Products from Britain service, which publicises British products in their target markets to raise their profile among media and other contacts.

UKTI international trade adviser Bryan Treherne said: "Brownell has been as very active and positive client, using our contacts abroad to maximise their opportunities in their target markets".

Brownell managing director Martin Partridge said: "Brownell is delighted to work closely with UKTI in developing new opportunities for its products in a global market.

UKTI opens the doors to international markets, connecting the right people with the right opportunities.".

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