Jordi Morera is since 24 years the owner and General Manager of  Canaletas, a well-recognized European water cooler manufacturer with its head office in Barcelona. He is also Board Member of the Spanish water cooler association ADEAC. 

In interviewing Mr. Morera we discovered an outgoing and enterprising personality. He fights for implementing common sense and traditional values in today’s business: “When the main pillars that support your company - customers, suppliers, service, production - are well grounded and the whole project is well established, then your business has sufficient strength to withstand any difficulties.”

• Watercoolers Europe replacement

  What is Canaletas’ assessment of its performance over the summer period?

• Jordi Morera

  Firstly, I must point out that we can have a very positive view of our performance in the first half of this year. During the summer, due to the general economic situation, sales remained at the same level than last year but it is expected to increase in the last part of the year thanks to some forecast export operations. We are looking forward to future events and there are definite signs of recovery.

• Watercoolers Europe replacement

  We recently published an article on innovation in the water cooler industry. What do you consider to be Canelatas’ most innovative advance during the past year?

• Jordi Morera

  We pay a great deal of attention to innovation and development of both our products and services, as well as to production systems and implementation. One great example of this is the steam-sanitation process of our fountains. This year we have for example introduced a new economic model of POU, and are currently working on a long-term project on the fountains’ energy and capacity optimization, to be released later this year or early 2013. This project has taken a lot of time and effort – between a year and a half to two years - but it will all be worthwhile due to the ecological impact and the resulting energy savings.

• Watercoolers Europe replacement

  One important issue on the industry’s agenda is the environment. In your opinion, what are the main environmental challenges that manufacturers are facing today?

• Jordi Morera

  The main challenge for companies and POU Water Coolers is to extend the shelf life of the components of their products.

  Up to 95% of the components are already reusable due to the fact that they are made of materials such as stainless steel. These materials do not only extend the shelf life of the components, but they enable re-usage following decomposition, so the environmental impact is considerably reduced.

• Watercoolers Europe replacement

  Canaletas was the first European company to install Point of Use fountains and these are now the ‘norm’. Having pioneered in the deployment of services and products, can Canaletas continue with setting trends in Europe?

• Jordi Morera

  The trends in today's globalized market are often set by big businesses and Canaletas is only a medium-sized company. Also, there are four main pillars of this business: bottles, water coolers, the vessel-POU and the POU supplier. Each has its place in the market and trying to force the inclusion of a product into the marketplace can result in inadequate demand. Given this and the fact that the POU-vessel fountains - but not the POU supplier fountains - made a strong entrance onto the European market, we can say that that we are also still setting trends in the market.

• Watercoolers Europe replacement

  In Spain, home delivery does not seem to reach the market share it has in many other countries. What marketing strategies or customer service initiatives could be developed to increase revenue from the residential market?

• Jordi Morera

  As far as HOD in our country is concerned, in my opinion we should wait for better times. As a result of the structural characteristics of the Spanish market where bottled water is very cheap and HOD is not, and considering the current economic climate in which we find ourselves, we need to wait until the economy picks up.

• Watercoolers Europe replacement

  When Canaletas started out in Spain, the country faced many of the same challenges that emerging countries are facing today. In particular, Spain was not as technologically advanced as today. What advice would you give to companies that are currently starting out in emerging countries?

• Jordi Morera

  With regard to these types of challenges, I'm very traditional. The main thing that a company has to do is to establish its base. When the main pillars that support your company - customers, suppliers, service, and production - are well grounded and the whole project is well established, then your business has sufficient strength to withstand any difficulties. The problem is when you grow too fast and without taking your time as you get results too soon, before having created a solid foundation for your business. So my advice would be to first ensure that a business – regardless of which sector it operates in – is strong and solid.

• Watercoolers Europe replacement

  In your view, should companies stop and watch what’s happens next in the current economic climate, or go for further growth?

• Jordi Morera

  It is often said that in times of crisis, opportunities multiply. I do not think so; you don’t have more opportunities than you have in better economic times. That being said, I do believe that there are opportunities. We must pay close attention to these opportunities and not allow them to escape. Of course, in the current economic climate we should not risk too much, but we cannot stop. Taking the middle ground is the best solution to this problem.

Past interviews

• 

  Alain Adler

  Chairman of the Belgian Watercooler Association

• 

  Shirley Cohen

  VP Operations Eden Springs

• 

  Alex Mezquida

  Board Member of Watercoolers Europe and Training & Audit Manager at Laboratorio Dr. Oliver Rodés

• 

  Sergio Pérez

  Chairman of ADEAC, Spanish National Association