Don Martindale

Canadian forklift parts wholesaler Panacea Aftermarket used IMHX to launch a new four-in-one safety light, The Rebel. Unfortunately, shipping issues meant the LED light was the only product on the stand, but president Don Martindale explained that the forklift arch light has 75 times more coverage than the conventional blue light.

"It's our first appearance in Europe," he said, and there was strong interest in the new product which mounts on forklift masts with magnets and incorporates a Red Zone, a side warning strobe light, floor-to-ceiling work lights and a tracker light which throws a strong beam onto the ceiling.

"Europe is a new market for us and we've had lots of interest, so we've lined up a lot of meetings (with dealers, OEMs and wholesalers)," he explained.

Martindale said his Beast brand is well known in America, and he was hoping to build brand recognition in Europe. "We have sales in Europe already," he said, so he is confident that the market is primed for Panacea's products, even though they are priced higher than some competitors. Establishing a presence in Europe would help bring down cost, he said, adding that, for now, Panacea is treating the UK and Europe as a single market, "but that may change".