It’s not just the increase in sales that has inundated staff at the Cheltenham head office, but simply the extent of positive feedback for a product that ADEY regards as a natural progression within its portfolio.
National Sales Director Roger Williams explains that the success of the company’s core MagnaClean Professional filter in recent years is based on the fact that it has responded to an industry need to remove virtually 100% of suspended magnetic black iron oxide in central heating systems. This provides protection that had previously not been available to such an extent.
“It took a while to get the concept across and then prove that the technology did exactly what it said, but we have built up a large and loyal customer base which has actually incorporated MagnaClean within their ongoing maintenance programmes and the benefits have been tangible,” he says.
“The capacity and strength of magnet and efficiency of design already gives best protection from magnetite, but we were getting feedback from those who wanted an even better solution for the debris that could slip through the net, the pieces of scale breaking off and blocking main and plate heat exchangers, also casting sand, PTFE, copper swarf, aluminium particles, etc.”
The installation and maintenance of central heating systems is constantly changing with the introduction of new processes and materials being used. For example, aluminium in the heat exchangers, copper oxides, swarf and particularly the introduction of plastic pipes. This means that the debris within central heating systems is also changing.
According to ADEY, that’s precisely what prompted the development of MagnaClean TwinTech, the company’s first dual-action magnetic and non-magnetic filter. It not only removes black iron oxide from new and existing domestic installations, it also traps non-magnetic debris and particles from the heating system.
ADEY needed a filter that would catch magnetite at least as well as Professional but also catch all non-magnetic particles. As TwinTech was developed it was found that it would be possible to use a more powerful magnet (10,000 gauss) without causing any blocking or flow restriction.
MagnaClean Professional holds 295g of debris which already far exceeds any competition claims ADEY. The capacity of MagnaClean TwinTech is almost twice that, with 580g debris retention.
“It’s almost as if the industry has been waiting for TwinTech to arrive. We’ve been working on the design for more than two years, so we knew it would provide a solution for those with specific non-magnetic issues, but we’ve been overwhelmed by the impact it’s made from those seeking a total solution,” adds Williams.
Non-magnetic dirt is extracted through the introduction of a unique cyclone system. With the introduction of a specially designed stainless steel mesh, non-magnetic particles are trapped preventing the debris from being re-introduced into the system. Installation and servicing is simple, saving the installer time and the homeowner money.
Following tests, the efficiency of filtering of all types of dirt far exceeded ADEY’s own expectations. The company has also responded to customers requesting a transparent filter housing option to give customers a choice.
With both MagnaClean TwinTech and MagnaClean Professional complementing each other, the belief is that every requirement is catered for, giving the industry a total system maintenance and protection solution.
“We’ve always believed MagnaClean Professional will clean a system better than any other product, but we felt we also needed to respond to customers with specific non-magnetic dirt issues,” says ADEY’s National Sales Director.
“If Professional is delivering everything you want, then stick with it. It’s certainly proved its worth and will do a first class job extending the life of central heating systems old and new. However, if you have problems with non-magnetic debris, or if the heating system is extremely dirty, you now have the choice to use TwinTech which is capable of even more impressive results.
“Since the product launch, we’ve been totally overwhelmed by the reaction from across the market. Everyone we’ve spoken to has been really positive and through the increased promotion we’re also speaking to a lot of new customers who are new to the technology or those who have not regularly installed filters in the past.”
A number of larger customers including local authorities and housing associations are undertaking trials and initial results have been impressive.
Another trend that ADEY is reporting is the introduction of MagnaClean during the course of an established maintenance programme, a trend the company believes will become even more widespread in the future given the need to reduce carbon emissions in order to help meet Government targets.
The introduction of MagnaClean as a standard installation policy is already common practice with many local authorities. Boiler manufacturers are also actively increasing their support, with several looking at offering MagnaClean as an option via their sales or service operations. Most boiler manufacturers have MagnaClean products and demonstration units at their own training facilities and are actively recommending them to those attending courses.
The industry recognises that up to 50% of all ‘in-guarantee’ call-outs are due to system faults rather than boiler failure. The installation of a MagnaClean Professional or TwinTech filter protects systems from virtually all of these problems, saving time, money and aggravation for the manufacturer, installer and customer.
Environmental factors are also proving to be key in considering the decision to explore the benefits of ADEY’s latest technology. It’s estimated that sludge can reduce the efficiency of a system by up to 7%. This would mean that if a SEDBUK band A boiler was installed onto a badly sludged system it would fall below the minimum efficiency standards.
Cleansing the system and then installing MagnaClean ensures optimum efficiency for the whole system for the entire life of the boiler, according to the manufacturer. Installing a MagnaClean filter is now widely considered best practice and is making quite an impact within an industry that is receptive to technologies that deliver such impressive results on all fronts.
ENDS
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