A supermarket in Paris, a carwash in Los Angeles, a wheat field south of Kiev. There is a company from Modena that is a leader when it comes to agricultural and industrial pumps and pressure washers that brings the entire world together. This the story of Annovi Reverberi and of a stroke of genius that has become a business. Giampaolo Colletti interviewed Mario Reverberi, CEO of Annovi Reverberi, for FARE INSIEME
di Giampaolo Colletti
@gpcolletti
If this company were a colour, it
would be green. The green of hope, of the optimism with which it has been
looking at the future ever since its creation in 1958. The green of the fields
all over the world, where the product resulting from the Modena intuition and a
lot of research leads the way. Green as in the first project made the year
after the company was set up i.e. the Urania diaphragm pump. If this company
were a city, it would be a supermarket in Paris, a carwash in Los Angeles, a
wheat field south of Kiev. Different latitudes and longitudes, brought together
by Emilian excellency and an Annovi Reverberi pump.
Starting
from people.
A global leader for the past
seventy years. The company’s roots go back to 1958 when Umberto Annovi and
Corrado Reverberi decided to set up their first business dealing with weeding
pumps and agricultural spraying, then moving on to industrial pumps and to
high-pressure washers in the 1980s. It is a typical story of the post-war
period when the large engineering companies stuck in the past closed down and
an enlightened generation of entrepreneurs was born. A time of redemption and
perseverance, of dreams that became reality and of continuous work. This is
precisely what Annovi and Reverberi did in 1958 when they set up the company
producing spraying and industrial pumps and pressure washers, a feather in the
cap of Emilian engineering. Nowadays, the high-tech agricultural pump sector
can boast an Emilian name, since Annovi and Reverberi is a global leader when
it comes to agricultural machines. But it is easy to say technology, it is
actually people who have always made a difference. «Companies are made up of
men and women and we have always had an open relationship with our team. After
all, we are lucky enough to be located in an area where there are a lot of
skilled technicians and managers. The community is the greatest opportunity an
entrepreneur can find. We have skilled designers, an entire chain of human
capital with technical abilities. And we have always tried to safeguard the
territory, in the new facility as well, with a lower energy consumption and the
best performances. Nowadays, we believe we have created a company where people
work well, as can be seen by our low turn-over. Also because you cannot win the
toughest challenges without the right people,» explains Mario Reverberi,
CEO alongside his brother Stefano The company boasts a 2020 turnover of 213
million with 600 employees, 150 of which are technicians and sales managers,
and a growth rate percentage reaching three digits with branches abroad and 8
subsidiaries in various regions of Italy and throughout the world.
A
return journey from Italy to the rest of the world.
The
world becomes the small size of an orange. There is an American branch in
Minneapolis, one in Memphis, a presence in China thanks to the subsidiary
Shanghai facility run by managers from Modena. In fact, the local municipality
decided to choose Annovi Reverberi when purchasing hydraulic piston pumps. They
talk about Modena, but they look at the whole world. Nowadays, 87% of the
turnover comes from abroad, with sales in over 100 countries. By reaching them
before others, as pioneers, you lead the way. «The market imposes
international strategies. We were the forerunners already back in 1990 with the
American branch and this choice has proved a winner, also thanks to a skilled
dedicated team,»
points out Reverberi. A globetrotter company ever since its establishment, as
the first foreign client arrived three years later - in 1962 to be precise.
«From the mid-1980s, with the birth of pressure washers, we have experienced
something unforgettable since we have had the confirmation that focusing on
quality and innovation is a winning formula. Every year, we allocate 3% of our
turnover to research and development, focusing on our research centre and on
the projects and ideas that always start from here», reminds Reverberi.
Between tradition and
innovation.
Looking at the past with
respect and to the future with curiosity, without ever stopping. This is how
the latest Annovi Reverberi product was born - the new high-pressure pump CR
1000 dedicated to founder Corrado Reverberi, which boasts a pressure up to
1000bar and unique characteristics. But important innovations have
characterized the other two sectors as well - agriculture and cleaning. «In our past, we were always aware of having had a
high-quality product and, in the future, we wish to experiment and never stop.
The agricultural sector has changed because machines have become increasingly
sophisticated and high-performing. We have lived through the arrival of
electronics with control units and agricultural machines connected to each
other enabling a higher control for the sake of safety, effectiveness and
efficiency. The journey of continuous product innovation and growth through the
acquisition of other companies has brought us to being what we are today,» stresses Reverberi. On top of being a logistic hub, the
Bomporto facility is the professional power washer division. The Modena
facility houses the agricultural and industrial divisions with robots and
vertical warehouses. With its own patents, the company also manufactures a dual-use
pressure washer with a double electric pump and also the first pressure washer
with a double nozzle that washes and sprays, e.g. useful to sanitize sunbeds in
beach resorts. «We have always tried to manufacture medium-high products,
focusing on quality and carrying out scrupulous checks on suppliers as well as
the supply chain. Nowadays, client needs still focus on the demand for new
products that are easy to maintain and with quick delivery times, an accurate
after-sales service and therefore capillary assistance,» reports Reverberi. The
challenges of an increasingly competitive market are tackled thanks to a
winning combination of people and machinery, of human and technological
capital. «Both elements are relevant, even though the human factor always makes
the difference. Because, without skilled and qualified people, the
best-performing machines are still not enough.» In order to create a new
future, man still comes before technology.
https://podcast.confindustriaemilia.it/
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