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Masitek Instruments taps Canada’s diversity when going global

Photo of Masitek VP of Global Business Development, Pablo Asiron.


Masitek Instruments is one of many exporters that have come to realize the benefits of harnessing Canada’s rich diversity.

“Having varied perspectives and experiences has led to greater collaboration and ultimately a more innovative product,” says Tracy Clinch, chief executive of Moncton, N.B.-based Masitek, whose high-tech sensors help to prevent damage to bottles and other packages as they move along packaging lines.

“As a company that markets globally, our ability to communicate in multiple languages is an incredible strength, as is the depth of technical knowledge that our employees bring to the organization,” Clinch says.

More than a quarter of Masitek’s employees are immigrants. One is Alexander Izichkis, an electronics technologist, who was born in Ukraine, moved to Israel and arrived in Canada (and at Masitek) four years ago. Izichkis speaks three languages—English, Hebrew and Russian. Another Masitek electronics technologist, Ana Dasilva, emigrated from Venezuela.

“Moncton reminds me of the small town where I come from,” Dasilva says. “But I had to travel to another city for a mall or cinema, so I would consider Moncton an upgrade.”

Masitek sells its sensors through agents in almost 40 countries around the world. Its customer list reads like a who’s who of the consumer goods industry, including such giants as ABInBev, Nestlé, Coca-Cola, Heineken, Diageo, Unilever and Carlsberg.

Canada’s Trade Commissioner Service has been a key partner in broadening Masitek’s horizons.

“The TCS is a part of our company,” Clinch says. “We have regular meetings with our local trade commissioner, and we recently made a presentation on our export strategy to ensure that we make the most of our opportunities together.”

Clinch cites Masitek’s recent efforts to win business in Australia. The trade commission in Sydney identified four potential local partners and drew up profiles of possible customers. Masitek ended up signing an agency agreement with one of the companies introduced by the trade commission.

“This is just one example of many ways Masitek has been assisted by the Trade Commissioner Service,” Clinch says.

Ana Dasilva, the technologist from Venezuela, notes that one of the joys of working at Masitek is that “being a woman from another country, I can look at Tracy as a leader and think ‘I can do that do’.” Conversely, Dasilva’s upbringing gives her insights into other cultures that may be helpful to her Canadian colleagues—like it’s best not to try phoning a supplier in Latin America at 8 in the morning.

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