Birte Hoock Helps Revolutionizing PPG's Powder Coating Industry Through

From Volleyball Court to Powder Coatings and EMEA Rainmaker 2024: Birte Hoock's Inspiring Story

June 2024

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In the world of industrial coatings, Birte Hoock stands out as a well-known figure, making significant contributions to the powder coating industry. As the product and project manager for powder coatings at PPG, Birte Hoock has played a pivotal role in shaping the industry's landscape.

PPG recently nominated Birte as a 2024 Rainmaker, a prestigious award program that recognizes employees in Europe, the Middle East and Africa for their remarkable performance, passion for their work, and proactive and inspiring leadership that has helped energize colleagues, meet customer needs and generate new revenue streams. The honorees also share an important trait – a commitment to working as One PPG and living The PPG Way.

Birte Hoock - Product and Project Manager, EMEA Powder Coating

The power of synergies and teamwork

After completing her Master of Science degree in international management at the Strathclyde Business School (UK) in 2018, Birte accepted a role as product manager at Wörwag, a recently acquired subsidiary of PPG. After the acquisition, she moved to the position of product and project manager for PPG powder coatings in the EMEA market. The main responsibilities of this position include managing new product launches and implementing cross-selling strategies.

Birte was also among the 2024 Rainmakers nominee; a prestigious EMEA award program by PPG which recognizes individuals for their remarkable performance, passion for their work, and proactive and inspiring leadership that has helped energize colleagues, meet customer needs and generate new revenue streams. The honorees also share an important trait – a commitment to working as One PPG and living The PPG Way.

Beyond her expertise in product management and commitment to working as One PPG, Birte spent 15 years as a professional volleyball player, an experience that inspired a philosophy that guides her both personally and professionally.

"I try to leverage the unique strengths of my colleagues. I truly believe that we can only win as a team. This has been a key factor in working towards our sustainability targets," she explained.

"I think that sustainable development is a great opportunity for the industry. Now is a good time for us all to work together to find innovative solutions that meet our customers' needs and limit the impact on the environment at the same time."

Birte is enthusiastic about the future of PPG's powder business. "There are a lot of different innovations out there right now which are very interesting, such as our new low-bake systems that allow us to use powder on even heat-sensitive substrates, including wood.

Birte says she is most excited about the launch of PPG ENVIROCRON® low bake polyester powder coatings series, which combines the ultra-durable and low cure system, product features that have been separate until now.

The future of powder coatings in the EMEA market

PPG's powder coatings have a long history of providing durable, protective finishes for a variety of substrates in applications that range from appliances to automobiles and everything in between.

Specifically formulated without solvents, PPG's family of specialty powder coatings include low-cure, high-transfer efficiency, one-coat extreme protection for sharp edges, dielectric powder and ultra-durable powder technology for automotive trim.

The powder coatings market in Europe is constantly growing and the demand for high-performance powder coatings is increasing. One of the main growth drivers is growing interest in product durability and sustainability.

"We are seeing a movement from standard products to high-quality, high-performance products, a response to various market trends" says Birte. "Right now, the most influential trends in the powder coatings market are increasing asset protection and life-cycle extension, process efficiency, sustainability and styling."

Birte believes that customers not only expect a product to have a high corrosion resistance or ultra-durable features, they also look for increased efficiency or energy cost reduction while still delivering a perfect, high-quality finish. PPG's Envirocron low bake system is a perfect example since it is designed to achieve excellent fastness properties, while maintaining an extremely low VOC emission level.

The benefits of PPG powder coatings

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