Greenheck Fan Success Story

Opportunity

As the leading supplier of air movement and control equipment worldwide, Greenheck Fan has grown tremendously since it began as a tiny sheet metal shop in Schofield, Wisconsin in 1947. Today, the company has manufacturing and assembly facilities located in California, Kentucky, Minnesota, North Carolina, China and Mexico, with its main product center still located in Schofield. The company also has expanded globally, supplying its ventilation products to more than 40 countries, which represents about $50 million in annual sales. Greenheck Fan has set its sights on expanding business in India and China – two countries that represent a promising growth outlook. The company has been selling into India for about eight years, supplying the country with products that are produced within its Wisconsin and U.S.-based facilities. Recently, Greenheck has faced increased competition from manufacturers located closer to India.

Solution

Greenheck devised an international expansion strategy that involves locating product manufacturing closer to international markets. In January 2014, the company opened its newest facility in India. The company also started working with WEDC to expand its international sales channel. WEDC provided Greenheck with contacts at the U.S. Embassy in India and other individuals in the country who helped them navigate through approvals needed for the new facility. As the company looks to develop its presence in India, it continues to focus on trade opportunities in China as well. In April 2013, Dave Kallstrom, president of the International and Ventilation Solutions Division at Greenheck, attended the Wisconsin Trade Mission trip to China, where the WEDC helped him arrange meetings with potential sales partners. Prior to the trip, Kallstrom was unaware of the vast amount of assistance that the WEDC provides to Wisconsin companies interested in exporting internationally. He believes the organization is a valuable resource in assisting companies with gaining access to key contacts in international markets. As for the future of Greenheck, international expansion is going to play an even larger role in the business—leveraging its global footprint and, with the help of WEDC, establishing effective sales and distribution channels in its targeted growing markets.


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