Bend’s IdaTech scouts prospects in Latin America

Published 4:00 am Wednesday, February 28, 2007

Bend-based IdaTech LLC is testing the waters in a region that’s unfamiliar to many Central Oregon technology com-panies – Latin America.

IdaTech, which makes fuel cell power generators, sent a sales director to Expo Comm Mexico 2007 on Tuesday. Expo Comm, which runs through Friday, showcases companies in the Latin American telecommunications industry.

Amy Clem, marketing communications manager for Ida-Tech, said her company’s presence at the trade show fits with the firm’s strategy to sell fuel cell generators to telecom companies around the world as backup power sources at remote locations.

”Latin American cellular usage is growing very fast,” Clem said. ”They are in a climate where batteries, traditionally used for backup power, do not survive well (because it is too warm), and the grid is less reliable in most areas than in Europe or North America. We think those challenges create an environment that is attractive for fuel cell usage.”

Fuel cell generators use chemical reactions to turn hydrogen into electricity, with water as the only byproduct.

IdaTech has announced several significant business developments in the past six months, including a deal to become the preferred fuel cell supplier to 15 state governments in the Western United States.

Roger Lee, executive director with Economic Development for Central Oregon, said not many local companies have looked to the Latin American market.

”It’s more common (for local business) to deal with regions like Asia and Europe,” Lee said. ”IdaTech’s move (on the Latin American market) is definitely unique.”

But he added that IdaTech has long had a global focus, through business links with Europe, so the move isn’t surprising. The company was purchased by a British firm in July. It employs about 65 people in Bend.

”They’re structured like an international company,” Lee said.

IdaTech’s Clem said her company’s presence in Mexico is another facet of the firm’s focus on global markets. IdaTech officials have already attended or will attend shows in Germany and Japan this year.

”IdaTech’s long-term distribution goal continues to have a global focus, and this is a continuation of that,” Clem said. ”We do have partnerships with distributors with worldwide ability to distribute systems, so they could reach into Latin America. However, our current focus is also to develop local relationships and channels in the region.”

This is IdaTech’s first year participating at Expo Comm Mexico.