Albert Carrera (Vallfirest): SICUR has been an accelerator for strengthening relationships and generating a qualified sales pipeline
Albert Carrera, Sales Manager for Southern Europe at Vallfirest, confirms that "our participation in SICUR 2026 has been very positive, both in terms of visibility and business generation". He adds that "the stand allowed us to strengthen relationships with existing customers, open dialogues with new technical specifiers and distributors, and validate market interest in our latest solutions". In the manager's opinion, "the fair has accelerated the strengthening of relationships and the generation of a qualified sales pipeline, especially among contacts with specific needs and defined purchasing timelines".
What benefits and returns has Vallfirest obtained from its participation in SICUR 2026, the fair held at IFEMA MADRID last February?
Our participation in SICUR 2026 has been very positive, both in terms of visibility and in terms of business generation. The stand allowed us to strengthen relationships with existing customers, open dialogues with new technical specifiers and distributors, and validate market interest in our latest solutions.
We hosted approximately 300 to 350 visitors, primarily distributors and specialised partners; purchasing professionals from service, safety, and maintenance companies; technical specifiers and technicians (including product managers, Occupational Health and Safety (OHS) managers, engineering consultants, and technical procurement managers); and end users from industrial sectors and forestry environments (such as fire brigades, maintenance operations, etc.). Furthermore, we held 50 to 60 business meetings at the stand, including planned one-to-one encounters and spontaneous technical feedback sessions.
Activities included product presentations and demonstrations at the stand; one-to-one meetings with customers and potential partners; gathering technical feedback and market needs; and identifying ongoing projects and short-to medium-term opportunities.
The conclusion is that SICUR acted as an accelerator to strengthen relationships and generate a qualified sales pipeline, especially among contacts with specific needs and defined purchasing timelines.
In which areas did you focus your showcase?
In this edition, our focus was on introducing innovations aimed at improving equipment for wildland firefighters. The main products we presented were the following: a new forestry clothing line, designed for performance in the most extreme wildfire conditions; a new multi-emergency clothing line, developed for any mission - from wildland firefighting to technical rescue; a 3-in-1 extinction kit (the company's BP4 kit integrates a tank, hose reel, and a removable motor pump to enable fast deployment from the vehicle and, when required, for the pump to be carried on foot without wasting time); and Water Hog, advanced bucket technology for helicopter aerial firefighting applications.
What commercial advantages might Vallfirest's participation in SICUR yield?
We expect our participation in SICUR 2026 to result in increased short-term business opportunities due to the qualified leads generated; greater penetration into key accounts and the acquisition of new accounts, especially in Spain; strengthening the partner and distributor network in the markets where we work indirectly; a better understanding of the market, enabling us to identify real needs and priorities for the product roadmap; and increased value for our customers, as we can demonstrate solutions live and compare applications, which accelerates decision-making and reduces technical friction.