Forklift News - Alicia Whiffen, Combilift Australia

Alicia Whiffen

Alicia Whiffen may have missed her calling as a circus juggler.
She enjoys keeping several balls in the air at a time.
Whiffen, 28, is business and administrative manager for Combilift Australia, a new division of MHF Imports that imports Combilift and Aisle-Master forklifts from their manufacturing base in Ireland.
MHF Imports is better known as the import arm of Australian company Adapt-A-Lift Forklift Rentals and Sales.
Whiffen says her job is to co-ordinate purchasing, assemble costings, organise transport and transfers of equipment, handle accounts and manage marketing and advertising.
On top of all that, she has a wedding to organise by August – her own.
Her secret to staying on top of it all? Being flexible, she says.
"I really enjoy my work and, as I’m still young and don’t have any children, balancing work and lifestyle isn’t an issue and I don’t perceive it ever will be."
Whiffen, who holds a bachelor’s degree in commerce from Deakin University and an associate’s degree in merchandising and marketing from the US, says forklifts helped pay her way through university.
"I worked part-time with Adapt-A-Lift Forklift Rentals and Sales for about five years while I was studying," she said.
While she was in the US getting her degree, Adapt-A-Lift directors were working to develop Combilift Australia.
On her return, she slotted in as assistant to the national product manager.
"From there I was promoted to imports business and admin manager for Combilift."
Whiffen looks forward to the years ahead and the challenges to come.
"There is huge growth potential for our products, especially where safety and maximising storage space is concerned. Each day we find new applications,’’ she said.
"The Combilift machine is three machines in one: a side loader, a counter-balance and a four-way narrow aisle truck.
"The Aisle-Master articulated forklift is designed to operate in narrow aisles, sometimes giving up to 70 per cent more usable space compared with conventional reach or counterbalance forklifts.’’
Is the product expected to change much in the years ahead?
"Our manufacturers specialise in customised handling solutions. There is a very strong link between research, product development and exports. Everything we do is driven by our customers’ needs."
And at the end of a busy day keeping all those balls in the air?
"A nice glass of red wine always does the trick," Whiffen says.

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