Tamworth business widens its global presence

Instarmac 7A Tamworth-based manufacturing business is celebrating after widening its global presence in over 40 different countries.

Instarmac Group, based on Birch Coppice Business Park, specialises in the manufacture and distribution of bitumen and cement products, and is now supplying or licensing their exclusive UltraCrete products to local authorities all over the globe, from Europe to Africa to Asia and to the Americas.

UltraCrete offers a range of repair materials that have been used to carry out highway maintenance, such as filling in potholes, installing manhole covers and general highway maintenance -around 400 local authorities in the UK have used UltraCrete for over 35 years.

Looking to build upon their strong UK presence, Instarmac began working with the UK Trade and Investment Team (UKTI) at the Coventry and Warwickshire Chambers of Commerce around fourteen years ago.

Angus Longward, Export Manager at Instarmac, believes the advice given by the UKTI has helped the business to grow.

Angus said: “Although we had a unique product that we knew other people around the globe needed, UKTI helped us to overcome a variety of obstacles to be able to go out there and find overseas partners.

“We were provided with Overseas Market Introduction Service reports which helped us to identify which markets would work best for us. We were also provided with a selection of recommended partners to begin working with.

“Not only this, but the overseas UKTI offices also provided valuable local insight to help overcome differences in language, culture and currency when negotiating partnerships.

“Receiving funding support to be able to exhibit abroad has also helped us to recently expand and licence and distribute our product in countries like Canada and Malaysia.”

Such is Instarmac’s growth, they were recently placed 38th in the Sunday Times Top 100 Small Companies to Work For – an award they have won for the previous six years. They also came 156th in The Sunday Times fastest growing companies in 2013, and last year turned over £44 million.

Instarmac’s trading performance is welcome news for the Chamber’s ‘Go For Growth 16’ campaign, which aims to ensure the region hits is growth potential in 2016.

Mick Page, international trade advisor at Coventry and Warwickshire Chamber of Commerce, added: “This is a great example of a company that has overcome obstacles and evolved with growth over time, providing much needed support to roads and infrastructure around the globe.

“They’ve shown long-term commitment to growing their company, and this shows what can be done if firms use the help that is available from the UKTI.”

Instarmac was founded by Charles Hudson in 1977 when he purchased a pothole material from inventor Tiny Draper after seeing it on the BBC’s Tomorrow’s World television show.


Over the next 20 years production increased and additional brands and product ranges were added, covering highway maintenance, urban regeneration, tiling, flooring and internal finishing solutions.