Interview with Veli Dündar, Marketing & Sales Manager of Adaçal

We had a pleasant conversation with Veli Dündar, Sales Manager at Adaçal Endüstriyel Mineraller A.Ş., about the company's development process and the products it offers to the sector.

 

Mr. Veli Dündar, could you briefly tell our readers about your education and professional background in the sector?

After completing my university education and military service, I entered the business world by establishing my own enterprise, which continued in a different sector following the 2001 crisis. In 2009, we entered the sector with Adaçal A.Ş. As of 2011, our company manages the PCC market, which Adaçal completed as a first-time investment in Turkey.

Could you outline the development process of Adaçal since its establishment?

Our company began its production and commercial operations in 2000 as Adaçal Kireç Fabrikası (Adaçal Lime Plant). Following Bera Holding's assessment of the region's investment demands in conjunction with the region's capabilities, a factory with a lime production capacity of 250 tonnes per day was established in Emirdağ district, Afyon province. The company took its name from Adaçal Mountain, at the foot of which it was built, as the mountain is home to high-purity CaCO3 deposits. Due to its quality, our company became the sought-after lime brand in the sector and grew above Turkey's average every year, particularly following strategic steps taken after 2007. In 2009, we increased our quality standards by adding calcite production to our operations. By completing our PCC (Precipitated Calcium Carbonate) investment, which began in 2009, by the end of 2010, we achieved a first in Turkey. In this way, we expanded and diversified our customer portfolio by opening it to sectors such as paints and coatings, plastics, paper, and chemicals.

Could you provide information about your product groups and the sectors you serve?

We produce CaCO3-based products. We serve various branches of the construction and industrial sectors with our CaO and Ca(OH)2 products. In this field, with our product and service quality, we have been operating at full capacity every year since 2010. With the completion of our new investment, our capacity will increase by more than twofold. Beyond these, we also serve the paints and coatings, plastics, paper, chemicals, food and pharmaceutical industries with our PCC (Precipitated Calcium Carbonate) products, which are likewise produced from CaCO3. As is known, almost all of the raw materials used in paint production in Turkey are imported. At this point, we believe that PCC being produced in Turkey is very valuable for the sector. Particularly, products used as TiO2 extenders demonstrate superior performance and cost-effectiveness compared to equivalent product groups, which further underscores the product's value. CaCO3-based PCC is distinguished from comparable product groups due to its chemical production process. The microscopic particles of PCC can be influenced in terms of shape, particle size, oil absorption rate, and surface area. When these properties are combined with raw material quality, they provide superior contributions in paint production, such as whiteness, opacity, ease of application, and splash resistance during application.

Could you provide information about your laboratory and R&D activities? What can you tell us about your R&D investments?

PCC is widely used in developed industrialized countries in Europe, America, and Asia, particularly in the paints and coatings, plastics, paper, and chemical sectors, to provide the required quality at lower cost. At the same time, the production of this environmentally conscious product requires advanced technology and a strong laboratory. For this purpose, we established an equipped laboratory that also includes an SEM electron microscope. Paint and plastics working groups were established to develop PCC usage methods for target sectors. In order to consolidate all these activities and evaluate resources through scientific approaches, a decision was made to establish an R&D Centre. We received the designation of Turkey's 633rd R&D Centre.

Could you tell us about your sales activities? Which regions do you primarily serve?

In Turkey, we market our products directly without using any intermediaries. Abroad, we work through distributors and in some regions maintain direct contact with our customers. We conduct sales directly or through our distributors to nearby regions such as Russia, Iran, Ukraine, and Turkic Republics; North Africa such as Egypt, Libya, and Tunisia; Southern Africa, Southern Europe, South America, and Malaysia.

Could you describe the quality principles you apply to ensure product reliability and company continuity?

The production process is conducted under laboratory supervision from raw material to final product. Furthermore, our products are inspected for compliance with customer requirements before packaging. We do not view the operation of Quality Management Systems such as CE and "Product Conformity Certificate" 9001 as formalities or procedures to be completed. We emphasize implementation.

What activities do you undertake for environmental protection and occupational safety?

We work with CaCO3 derivatives, which are chemically non-polluting. Due to being an integrated facility, we have taken natural precautions regarding waste. PCC is an environmentally friendly product since CO2 is used in its production. Since quarry operations, lime kilns, and the PCC facility are each other's customers, production waste is minimal. For supervision of environmental and occupational safety matters, we engage consultant companies. We organize training programs to prevent possible errors.

Could you provide information about your targets and projects?

We see that the mining and chemical sectors, our areas of operation, are very open to development and innovation. We have targets in line with our commercial designation of "Industrial Minerals". First, we plan to evaluate mineral resources in our immediate vicinity and within easy reach through necessary scientific studies, and then introduce them to industry service through new investments.

What are your thoughts on the Turkish paints and coatings sector?

The Turkish paints and coatings sector is in good condition in terms of volume and dynamism. However, we believe that due to the effects of futile and meaningless competition, the sector does not show the necessary seriousness towards concepts such as productivity, development, and sustainability. From what we observe, short-term profits and the idea of eliminating competitors take precedence over long-term and sound decision-making. The sector, which lacks much in terms of qualified personnel, needs a change in mentality. The sector must recognize that focusing on destroying or weakening competitors and suppliers out of meaningless competition will benefit no one in the future. Because inevitably, competitors or suppliers that are destroyed or weakened without showing the necessary development will be replaced by other, far less desirable elements. In the paints and coatings sector, as in many sectors in our country, innovation remains weak against conservatism. Whether this stems from lack of confidence, complacency, or other reasons, it is definitely a matter that must be reviewed.

Is there a message you would like to convey to the sector?

Despite the difficulties of the geography we live in, let us not forget that we live in a beautiful country. In order to leave a healthy, happy, and peaceful world for future generations, we must protect this beauty and contribute to it. We must find ways to develop together.