Sustainably adhering paper and cardboard with powder glues
Interview with Rob Broere, Interim CEO, shareholder of Cordial Adhesives B.V.
With glues for the paper and cardboard industry, the Dutch Cordial Adhesives B.V. has made a name for itself. The internationally operating company, based in Winschoten with an additional production in Indonesia, is particularly committed to the development and manufacturing of environmentally friendly powder glues. New sales structures are intended to make the operation, which has belonged to NewPort Capital since 2023, even more visible.
"In the past, customers only looked at the price, but today they look further," observes Rob Broere, Interim CEO and shareholder of Cordial Adhesives BV. "Today, it is important to them that the products are sustainable and function well in the factory. This now accounts for our success, as quality is becoming increasingly important." And in terms of quality and sustainability, customers are at the right place with Cordial Adhesives, as the company develops and manufactures powder adhesives and liquid adhesives according to the specifications and applications of its clients.
Wide Portfolio
"Especially our powder adhesives are perfectly suited for today's times, as we do not unnecessarily transport liquid around," emphasizes the Interim CEO. "Water is added at the customer's site and the adhesive is mixed there. Conveniently, we also supply the appropriate mixing equipment." The adhesives are used, among other things, in the cardboard industry, for example for solid cardboard that is laminated.
For special dextrin adhesives used in gluing paper cores, we are even the market leader. When developing the adhesives, the Dutch experts pay attention not only to the characteristics of the papers but also to the machines used for processing. The product portfolio of Cordial Adhesives includes hotmelts and glues for bonding solid board, coated papers, laminated corrugated board, and honeycomb cardboard, as well as special solutions for envelope labels, for bonding films and fabrics, and for the production of gypsum board.
Founded in 1992
Tanne Bosker and Henk Rengers founded Cordial Adhesives in 1992 in Groningen, specializing in industrial glues for the paper and cardboard industry. Three years later, modern and professionally equipped research and production facilities were occupied at the current location in Groningen, and a first production line for powder glues was also commissioned. In 1999, another relocation within Winschoten took place, where new production facilities for powder glues and liquid glues, a professional laboratory, storage space, and offices were established.
In 2015, another production site was added in Indonesia, and in 2023 the company was sold to the investor NewPort Capital. Rob Broere, who is acting as interim CEO and is also a shareholder, will step down as soon as the final CEO is found. NewPort Capital pursues a buy-and-build strategy, aims to acquire additional companies besides Cordial Adhesives, and form a formidable corporate group. Today, Cordial Adhesives employs 45 staff members who generate a revenue of 50 million EUR.
New Sales Structures
While Cordial Adhesives markets its powder glues worldwide – including in South America, Mexico, Chile, and Australia – the liquid glues, due to high transport costs, are sold exclusively in the Netherlands, Germany, and Belgium. Overall, exports account for about 75% of sales. The sales department is currently being restructured to meet future challenges. Rob Broure: "We want to modernize our approach to customers and are building a sales organization that visits and supports customers." The new strategy also includes increased use of social media, such as LinkedIn. At the end of the year, Cordial Adhesives plans to present itself at a trade fair in Scandinavia, with further fairs planned.
Largely Automated
"We are largely automated, and our inventory is also digitally recorded," explains the Interim CEO. "We use a CRM system, and our production is fully computer-controlled." As far as sustainability is concerned, the focus on powder adhesives is a significant factor because it also reduces the storage capacity needed by customers. Additionally, the officials at Cordial Adhesives are continuously searching for recycled and sustainable raw materials.
Friendly Interaction
"People treat each other kindly here," describes Rob Broure, the atmosphere within the company. "We have a flat organization, and my door is always open to employees. Fundamentally, customers are at the center of our actions, and we also work on weekends for them if necessary." Over the coming years, the Interim CEO would like to explore new business areas and significantly increase the acceptance of powder adhesives. Another concern is to enhance the visibility of Cordial Adhesives and expand activities in South America. Rob Broure loves developing companies and taking them to the next level. Moreover, it is his standard to collaborate with people as well as to provide added value to employees and customers.