Professional Recovery 354

SPECIALFEATURE
Product in Germany
is known as Masterlift
converted for industrial use. A forklift truck was bought, state of the
art mechanical handling for Boniface because the days of the block
and tackle were over!
The 80’s was the Wreckers era, most of the stuff we did was for
Wreckers. We manufactured product for the UK, USA and we were
also introduced to the German market. Germany is a significant
market for us still today, the company we were introduced to by
Wreckers also went out of business, one of the stressful times
when running a business that owes you money! A customer of the
now defunct company wanted to establish a relationship with us
but without knowing who we were, branding wasn’t a strong point
for us back then, tracked us down by contacting the Italian valve
manufacture we used, they in turn pointed him to the distributor of
the valves in the UK, who contacted me. A relationship was formed
that has remained till this day, however the average German tower
will not have heard of Boniface, or the Interstater as the product
there is badged Masterlift, I estimate that there are more Boniface
or Century (which we also sell) heavy under lifts that have been
manufactured or sold than any other business in Germany. Not many
people know that, and the lesson learnt is protect your brand.
Lee Roberts who later helped with demonstrations
in the USA, seen here winning a Truckfest trophy
The first Pioneer at the AVRO Show with Mike explaining
another development, Heavy Duty Wheel Grids.
l Make sure you read part two of our Mike Boniface interview in the magazine, issue 355.
28 PROFESSIONAL RECOVERY MAGAZINE
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