Jotun said it maintained its No. 1 position in marine coatings despite the “horrific” market conditions of the past few years by adapting, evolving and building to stay ahead.

“There are clear signs of light at the end of the tunnel,” CEO Morten Fon said, referencing the fact that Jotun signed contracts for three times the number of new buildings in 2018 as it did the previous year. “Short to mid-term, there are better times ahead.”
Jotun has been a familiar face at Nor-Shipping since the Oslo and Lillestrøm-based event week began 54 years ago.

Fon calls it a “vital arena” to meet the firm’s global customer base, showcase innovations and take the pulse of an industry that, like Jotun, is constantly evolving.

“Nor-Shipping provides a window into the future,” he said. “Gathering a vast array of industry stakeholders in one place so we can gauge development, identify trends and plan cooperation to fulfill future potential. It constantly builds on existing strength to enable new opportunity – and that fits perfectly with our own approach.”

Jotun said its products protect around one-fifth of the entire world fleet.

“My tenure here is not unusual,” said Fon. “We have created a culture where loyalty and long-term relationships are nurtured and cherished. Internally we hire and develop with a view to creating ‘lifers’, whereas externally we are committed to building customer relationships that add value and help the industry tackle its most pressing challenges. That attitude helps mold our wider business decisions.”

To demonstrate this Jotun’s CEO points to the fact that the difficult marine conditions of recent years haven’t led to widespread cuts, but rather to a strategy of retaining existing talent and adapting capacity to meet demand – e.g. focusing on opportunities in the maintenance and dry docking sectors, while refining the newbuild proposition to achieve competitive advantage when the market does pick up.

“We have the resources and people in place to move quickly and meet customer needs,” he said. “The value of that is huge – both for the company and the industry.”

Jotun is realigning itself to provide concepts and services that meet customer needs and solve business challenges.

For example, its Hull Performance Solutions offering combines premium SeaQuantum anti-fouling with a suite of sensors to measure long-term performance in accordance with ISO 19030.

This provides documented proof of HPS’ ability to maintain a clean hull (with a High-Performance guarantee promising minimal hull speed loss – under 1.5 percent – over standard drydocking periods) delivering increased fuel efficiency and consumption.

Fon references the launch of Jotun’s SeaStock Management Solutions in 2018 as a further step forward. This allows Jotun to take on the management of all on-board paint maintenance - including condition surveys, all ordering and logistics, and much more – to ensure predictability, optimal quality and protection, and hassle-free administration.

“It allows our customers to focus on what they do best, running their fleets, while we focus on what we do best – protecting people and property with world-leading solutions,” the CEO said. “It’s simple, efficient and helps bring us closer, increasing understanding and performance. That’s something we can all benefit from.” 

That spirit of increased collaboration will be key to the future, Fon believes, both for maritime and the broader ocean space.

“Data is a key issue,” he said. “Access to data will allow us to provide better solutions while sharing data across relevant platforms will help the industry in general push for optimized performance, efficiency and regulatory compliance. Greater transparency will help give us all the ability to navigate what, in the past, has been an unpredictable industry. That’s crucial.

“Nor-Shipping’s decision to enable new ocean opportunities for its maritime base is indicative of how this industry evolves,” he added. “If you look at Jotun, we have grown from shipping to embrace industry, energy (both fossil and renewables) and are now providing expertise for aquaculture and offshore fishery projects. You can take knowledge, transfer it and prosper, as long as you find the right partners to work with. That’s where events like Nor-Shipping come in.”