New Istanbul office opens up opportunities in the Middle East and Africa

Fast moving changes in consumer demand and usage are making the Middle East and Africa (MEA) key growth areas for detergent and home care products – and Warwick Chemicals has responded by opening a new liaison office to serve the region, strategically located in Istanbul.

The new office is perfectly placed to grasp the opportunities presented by this rapidly growing market, and is headed up by newly appointed Business Development Manager Sefa Orhan. Sefa brings ten years of experience of working in sales for mineral technologies and chemicals to the business, and has identified many areas in which the combined strengths of Warwick Chemicals and Lubrizol can make a real difference for local and global detergent producers operating in the MEA region.

‘Warwick Chemicals are established as world leaders in TAED, with a reputation for quality – now we will be looking to increase penetration for Mykon TAED throughout this key sales area. We have the capacity to deliver solutions to our customers’ specific requirements, as Warwick has already shown with the special formulations developed for the cold laundry wash and water conditions prevalent in the Middle East and Africa.’

‘Customers know they can rely on Warwick, and now we have the added strengths of Lubrizol to support our products. That means new technologies, extensive investment in research and development and, of course, a great reputation for quality. With Lubrizol’s functional polymers and Warwick’s TAED now being promoted together, we can provide a broad range of product solutions for our customers.’

For detergent manufacturers across the region, the new Istanbul office will be promoting the benefits of switching to the world’s best detergent activators and polymers – and how they will better serve consumers, whatever their washing conditions.

Sefa will also be offering Lubrizol Home Care’s dishwashing and surface care products that offer a range of benefits from longer lasting foam for hand dishwash to anti-misting products for mirrors.

With offices across the Far East, the USA, Latin America and Europe, and now the Middle East and Africa, Warwick and Lubrizol are providing a local service to customers around the world.

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