Having built a strong customer base across Europe over the past two decades, Tru-Trac Rollers is now strengthening its regional presence with the appointment of three master distributors.
According to Tru-Trac COO Shaun Blumberg, the move aligns with the launch of the company’s new Apex Series Trackers which is the next generation range of belt trackers delivering significant performance benefits and attracting strong interest in international markets, as it has locally.
“We have established a solid foothold in the European market where customers value the quality and dependability of our belt tracking solutions,” says Blumberg. “There is widespread recognition that our products set the benchmark when it comes to addressing the critical challenges of belt misalignment.”
Blumberg notes that the company is excited to reignite its expansion strategy through partnerships with three well-established players in the industry, based in the Netherlands, Spain and the United Kingdom.
In the Netherlands, Cannon Belts will serve as the master distributor and distribution hub for most of Europe and maintain stock levels of Tru-Trac trackers to support efficient supply to the continent. In the UK, the appointed exclusive distributor is Brec, while Masanés Servindustria will handle exclusive distribution of Tru-Trac products across Spain and Portugal.
“These are highly respected companies in their respective regions, each with a strong service centre network to ensure our solutions are fully supported,” says Blumberg. “They have embraced our collaborative approach and we are looking forward to increased market engagement and more frequent visits with resellers as we move ahead.”
The three distributors collaborate closely with preferred partners and resellers, ensuring a consistent supply of products along with active technical support for both the reseller network and end-users.
According to Philipp Starrach, International Sales Manager at Tru-Trac, the company is looking forward to fostering proactive relationships that will enable more advanced levels of technical support and specialised training for its partners.
“In addition to our regular visits to Europe, these distributors will have direct access to the technical expertise at our head office,” says Starrach. He notes that while mining is a declining sector in the region, there are substantial growth opportunities in industries such as quarries, food processing, power generation, ports and recycling.
Blumberg emphasises the ongoing innovation and development within the Tru-Trac Rollers product range, which the company is eager to introduce more broadly to the European market.
“With a dedicated research and development (R&D) department, we are continually refining and advancing our solutions,” he explains. “In the past two years alone, we have registered no fewer than 10 new patents.”
“With the introduction of our new Apex Series, we are taking deliberate steps to ensure customers across Europe have access to authentic Tru-Trac innovations through our officially appointed distributors,” Blumberg says “In recent years, we have become aware of look-alike products entering the market that attempt to replicate outdated designs of our earlier tracker models. For this reason, we encourage customers to engage directly with our new authorised partners to ensure they receive the latest, patented Tru-Trac technology, backed by factory-trained technical support and full warranty assurance.”
These innovations, designed to enhance both the performance and durability of Tru-Trac’s belt trackers, are built on decades of hands-on experience and rigorous field testing. Blumberg adds that the well-attended bauma 2025 expo in Munich this past April served as the official European launchpad for the company’s new Apex Trough Tracker range.
“We expect the new patented design of our Apex Trough Trackers to gain strong traction through our new distribution networks in Europe, as belt misalignment is a well-known cause of extensive damage and costly downtime,” says Blumberg. “Key enhancements include, among others, high load-bearing cantilevered wing rolls and an optimised in-line idler frame design, which together offer greater stability and improved responsiveness to belt misalignment.”
He points out that the concept of tapered wing rolls was originally pioneered by Tru-Trac, bringing added value to its tracking solutions. The Apex Trough Tracker also features adjustable wing rolls, ranging from 10 to 60 degrees, and boasts a compact footprint – ideal for tight installations beneath conveyor hoods or on tripper cars, with no protruding adjustment bolts.
