Category: Groupe

Interview of Anna Yàñez
General Director of Inquiaroma

Can you present Inquiaroma and its activity?

Inquiaroma (Internacional Química Aromática SA) is a commercial company specialized in the distribution of technical packaging for the pharmaceutical, chemical and perfumery sectors, as well as in the distribution of natural raw materials, especially for the cosmetics, nutraceutical, food and home care markets.

The company was founded in 1969, it is a family business that thanks to our know-how, our capacity to adapt and innovate, Inquiaroma is a reference company, highly qualified in technical terms.

We operate in the Spanish and Portuguese markets and in some product lines in Italy.

Our objective is to be the strategic partner of our customers and with our experience to have tailor-made solutions to satisfy all their needs.

What is your relationship and activity with Tournaire?

Inquiaroma has represented Tournaire in Spain and Portugal as a distributor since the end of the 70’s, but it is only when Spain was integrated into the European Union that we were able to develop the market and grow.

In the beginning, the tariffs made the price of the packages very high and, given the economic situation at the time, it was difficult to get them approved.

It was in the 1980’s that we were able to really develop the Tournaire market and position Tournaire containers as high quality, value-added technical containers for API’s, fragrance compounds and chemicals.

Tournaire products are now well known in the Spanish market for their reliability and quality.

Inquiaroma has just celebrated its 50th anniversary, what has been the evolution of your packaging demands in your markets?

Yes, we have. Two years ago, we celebrated the 50th anniversary of the company and I would almost say that we have been with Tournaire for more than 40 years. We have grown together and Tournaire is one of our main partners to whom we owe part of our prestige and development.

The evolution of Tournaire’s packaging business has been very positive over the years, and especially in recent years, customers have become more demanding, looking for high quality packaging that offers reliability in packaging and transportation, and they have found this with Tournaire packaging.

In the Pharma market, Tournaire has been a great support in terms of documentation and traceability, and each year the number of follow-up checks increases.

Thanks to the quality offered by Tournaire, customers have also been able to develop their markets and grow, especially with aluminum containers.

What are the main markets where Tournaire packaging is used today ?

Our market with Tournaire mainly concerns aluminium packaging for the perfume industry (manufacturers of perfumed compositions), the pharmaceutical industry (manufacturers of APIs) and the chemical/agrochemical industry.

We have more difficulties with plastic containers because of the competition’s prices, but they are becoming more and more interesting every day. Very little presence of glass containers.

How do you see the evolution of your market in the next 10 years? 

In demanding sectors such as perfumery and pharmacy, customers are looking for Tournaire quality. It guarantees the quality of your products.

But we must consider that cheaper alternatives may appear for the chemical sectors (fairer prices) and even for the perfumery sector. Crises like the one we are going through trigger the emergence of alternative suppliers, and this is very dangerous.

What are the services you and your customers expect from Tournaire Packaging ? 

For such a technical packaging, our customers and ourselves are looking for a guarantee in the quality of Tournaire packaging, a quick adaptation to the legislative changes, a quick supply and a better protection of the drums during the transport so that they are not damaged.

The truth is that we are very satisfied with the quality and service of Tournaire and we hope that they will continue as they have done until now and that in the future they will adapt well to the growth so as not to have supply problems.

Interview of Marc Cusset
Corporate Head of Sales and Marketing at Tournaire

Can you introduce yourself and your department ?

Dear all, my name is Marc Cusset, I’m the new Corporate Head of Sales and Marketing of Tournaire Group. I lead a team of around 20 people worldwide for the packaging division. On a personal standpoint, I have been working for more than 25 years in very similar environments in BtoB, industrial sectors, international, multi-cultural and very competitive.

My function as part of a more global transformation plan of the group and is intending to accelerate and to structure our future developments. In that context, another new position in my team is led by Gilles Durand as the Marketing Director. Gille’s expertise in both applications and product is crucial for the efficiency of our marketing team in order to always serve better our customers and distributors.

Why do you strengthen your organisation in the middle of the COVID-19 crisis ?

It’s about converting the covid prices from a threat to an opportunity for reinforcement and sales growth. In that purpose and despite the long-lasting turmoil in our social and economic environment, our obsession is to maintain our optimum customer service.

This is our DNA while constructing our strategic roadmap. Keywords of this roadmap are focusing our resources on a relevant market application to serve our customers and to implement our international deployment.

What is your vision of the role of your department for a manufacturer like Tournaire?

Our main mission is to generate profitable and sustainable sales growth for the group. Sustainability is essential for family-owned groups like Tournaire. In that purpose, customer relationship, listening to their needs along with the product and service offerings are key success factors for differentiating ourselves over time. For example, product range extension but also providing compatibility tests thanks to our testing lab new recent and very much appreciated by our customers.

How do you foresee the exit from the COVID-19 crisis?

The acceleration of our development at I was referring to earlier in this presentation, we materialize during the second semester by new product launches in stand-by since early 2020. But also by broader international development of our distribution network. Finally, another strategic topic is the securisation of our procurement of raw materials as well as their purchase cost and therefore our pricing in 2021.

How do you help the customers understand the packaging issues in their market?

Thanks to the creation of our marketing team in the second part of 2020, we are able to provide more and more marketing tools for documentation and trading purposes to our customers or distributors in our sale forces. All of that will be available step by step from September 2021 and I warmly invite you to join us on our website tournaire.fr.