Panaco conducting a site installation and commissioning of a WEG transformer.

Customised motor and controls manufacturer Zest WEG has broadened its African footprint with the latest expansion to Katanga region of the Democratic Republic of Congo (DRC).

The company has appointed a local firm Panaco as its value-added reseller (VAR) in the Katanga region.

According to Zest WEG’s Africa business development executive, Taylor Milan, Panaco is a 100% locally-owned business that has successfully serviced the region for over 40 years.

“Panaco is a well-established and respected company with strong business relationships with nearly all of our current clients,” says Milan.

He adds: “Its business methodology and culture are closely aligned with ours, and this synergy will aid us in supporting our current installed base, client network and growth expectations.”

The Panaco management team at the company’s new business premises in Lubumbashi.

Zest WEG prioritises closer partnerships

Milan highlights the increasing importance of local content in the supply of equipment and services across the continent. Zest WEG has prioritised closer partnerships with local firms as a key element of its sustainable growth strategy in Africa.

Milan also emphasises the importance of VARs in this strategy. “Going beyond the role of just a distributor, a VAR is a local business chosen to promote and support the wide range of Zest WEG’s offering. It carries the whole Zest WEG brand into local markets,” he says.

“Panaco has the ability to assist us in growing the comprehensive WEG product portfolio well beyond our traditional low-voltage motor and drive business,” he says. “It has business facilities in Lubumbashi, Kolwezi and Kinshasa – bringing our services and support closer to customers in this fast-growing region.”

The VAR partnership will provide locally accessible support and skills, substantial stockholding and quality products at competitive pricing; it will also build strong and service-oriented customer relationships, says Milan.

Zest WEG has also appointed DRC firm AEMI as a WEG-accredited repair facility, after AEMI successfully met the demanding OEM standards. The company has a full repair facility in Likasi, and another in Kinshasa.