Appliance Traders Limited (ATL) announced Thursday that it will exclusively distribute solar water heaters from Israeli supplier, Nimrod Industries Limited.
It forms part of ATL’s new thrust to offer energy-efficient solutions to Jamaican homes and businesses.
“There has been a prominent call for homes and businesses to ‘go green’ with several local government agencies and financial institutions supporting ventures in alternative energy. With the Nimrod distribution, ATL is bringing the best of Israel’s solar technology to Jamaican shores,” said ATL’s Energy and Engineering Manager Paul Grey in the release.
ATL said that the Nimrod product ideally captures natural light whilst protecting against rust which develops after exposure to ‘hard water’.
“In the Caribbean, we are prone to ‘hard water’ – that is water with mineral elements. Nimrod coats their piping with enamel which prevents mineral deposit build-up and ultimately extends the life of the heater, ensuring savings for customers,” said Grey. “We are pleased that Nimrod has chosen to permeate the Jamaican market. We think the time is right and that Jamaicans are ready to invest,” Grey stated.
ATL is owned by Gordon ‘Butch’ Stewart.
Solar water heaters have grown in popularity since the 1990s, especially within resorts as a means of reducing electricity costs.
ATL will be going up against companies such as longstanding player Isratech Jamaica, which also distributes solar heaters in partnership with an Israeli company, Chromagen.
Isratech Jamaica has, since the 1990s, imported the finished water heaters for local sale but this month announced plans to start local production of heaters. It will import the components from Chromagen and assemble the heaters at its plant at Kendal in Mandeville once it finalises a J$15-million plant expansion.
The terms of ATL’s deal with Nimrod were not disclosed, neither did ATL respond to requests for comment up to press time on the type of investment and infrastructure that will surround its new product line.
Music power couple Wayne Marshall and Tami Chynn have signed on as brand ambassadors for the ATL Group. The duo will be the marketing faces of the 44 year old company across its range of services from electronics to automobiles throughout the upcoming year.
The appliance and auto company selected the couple because of their talent and diverse appeal. “In looking for brand ambassadors, we believe that Wayne and Tami represent the similar values of the ATL Group and our customers: vibrant, progressive and wholesome” said Ian Neita, Assistant Deputy Chairman of the ATL Group.
As brand ambassadors, Wayne and Tami will represent Appliance Traders Limited – the group’s flagship company specializing in electronics and industrial solutions as well as ATL Automotive – its premium car dealership specializing in Honda, Audi, Land Rover, VW and Jaguar brands in ad campaigns , events and other promotional initiatives.
“ATL is such a well-respected family brand that we readily agreed to partner with them,” said Marshall. “There are definitely big plans in the works and we can’t wait to share with ATL customers and our fans” said Tami. And ‘share’ they will. As part of the campaign, the couple will also utilize their social media channels including Twitter and Instagram to galvanize fan support for their new partnership.
One of Jamaica’s leading musical couples, Wayne and Tami have enjoyed illustrious careers both on the local and international scene with recent projects seeing both artistes recording and releasing new material as well as videos.