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Echuca-based company opens office in Middle East

An Echuca irrigation company will open an office in the Middle East.

TRENT HORNEMAN February 28, 2013 4:23am

Echuca irrigation technology company WiSA Irrigation is expanding its global business and opening an office in the Middle East. From left: Ray Zelouf, head of business development, Jan Wright, head of administration and Paul Wright, head of Dubai sales.

An Echuca irrigation technology company has taken another step forward in its globalisation.

WiSA Irrigation will open an office in the Middle East, to promote its irrigation control systems built in Echuca.

Managing director Graeme Wright announced the plans in Abu Dhabi during a Victorian Government Trade Mission to the Middle East this week.

WiSA’s head of Dubai sales, Paul Wright, said the Middle East office would allow greater exposure to the burgeoning Middle East market.

‘‘Previously we had spent time and money travelling to shows and expos in the Middle East,’’ he said.

‘‘Having a trusted employee running an office in the region is a more effective way to service customers.

‘‘It is one thing to talk to customers in the Middle East about our product, it is another thing to show them.

‘‘We were ready to set up an office in the region a few years ago, but the Global Financial Crisis put a stop to that.’’

Mr Wright said a Middle East office would also allow the Echuca office to concentrate on the research and development of its product.

‘‘Considering most of the Middle East is six to seven hours behind, it meant a lot of calls throughout the night and into the early morning,’’ he said.

‘‘We will have someone working in the region who we trust which can allow us to get back to developing our product.’’

Starting from humble beginnings in 1996, WiSA has gone from a small family-run business to a multi-national business.

Despite the growth, every WiSA system is still made from its head office in Echuca.

Ray Zelouf, head of WiSA’s business development, said the business used a personal approach to its customers, whether it be a large-scale overseas operation or a regional dairy farmer.

‘‘Each system is unique, because every customer has their own needs. We are about working in partnership with customers,’’ he said.

‘‘Having someone work out of the Middle East is part of that philosophy.’’

WiSA creates central irrigation-control components for fully-automated irrigation systems, probes and sensors, sewerage treatment units and water recycling equipment.

It is already exporting to several countries around the world, including the US, Canada, France and Middle East nations.

With a growing customer base, WiSA plans to keep production in the region.

‘‘While many are looking to move production away, we are looking at ways to grow our base in Echuca,’’ he said.

‘‘Businesses are global these days... we have partnerships with our customers, Echuca is a logical base for us.

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