Beyond The Blend

In this heartfelt and wide-ranging episode of Beyond the Blend, we’re joined by Keri Craig, Director at Interflon Scotland, whose professional journey, from global education at the British Council to helping lead a family-run lubricant business, is packed with insight, emotion, and a powerful sense of purpose.

From raising teenagers in two cultures to rediscovering her roots in Scotland, and from grief and resilience to forging a leadership identity in a traditionally male-dominated sector, Keri brings calm clarity, curiosity, and courage to the table.

Key Takeaways:

• A Family Business, Rediscovered: After two decades in Mexico, Keri returned to Scotland to support her parents during a difficult time. What started as a practical decision turned into a professional reinvention, helping lead the company her father built.

• Leading by Learning: Keri didn’t grow up in the lubricant industry, but she’s embraced the steep learning curve, taking site visits, earning certifications, and bringing fresh eyes to long-standing customer relationships.

• From Imposter Syndrome to Best-Self Leadership: Through vulnerability and personal development, Keri shifted her mindset, leaning into what she does best: clarity, customer experience, and human-centred leadership.

• Navigating Legacy and Innovation: Balancing the deep trust her father earned over 30 years with the need to modernise for a younger generation of buyers, Keri is helping bridge tradition and transformation at Interflon Scotland.

• Local Charm, Global Perspective: Whether describing biscuit-fuelled sales calls in Shetland or bringing international insights from the British Council, Keri embodies the principle of thinking globally, acting locally.

• The Power of Networks: Keri’s honesty about finding her footing, rebuilding her support system, and connecting with others through programmes like Scottish Enterprise’s “Pathways to Scale” highlights just how essential community is to resilience and growth.

• Advice for Women in Industry: Keri speaks candidly about being underestimated and why she believes in confronting barriers with kindness, competence, and quiet determination.

Why Listen?

This episode is a masterclass in adaptive leadership, self-belief, and family business transformation. Whether you're leading a small team, entering a new industry, or simply navigating career change, Keri’s story offers practical insight and emotional depth in equal measure.

Where to Connect:

• LinkedIn: Keri Craig

• Company: Interflon

In this powerful episode of Beyond the Blend, we welcome Elisa Swanson-Parbäck, Business Development Director – Sustainable Lubricants at Perstorp Group.

From a diving instructor in Finland to the European Parliament in Brussels, Elisa’s journey blends sustainability, business acumen, and personal purpose. This conversation uncovers how curiosity, reflection, and community spirit have propelled her to the forefront of sustainable change in the lubricant industry.

Key Takeaways:

* Diving Deep (Literally and Professionally): Elisa’s early days in her family’s diving business taught her lessons in entrepreneurship, customer-centricity, and trust. Principles that still shape her leadership.

* Championing Sustainable Change: Elisa’s work today is focused on developing renewable, responsible solutions across the lubricant value chain and taking those insights to policymakers at the EU level.

* From Brussels to the Boardroom: Hear about Elisa’s role in the ATIEL & UEIL Joint Sustainability Committee and how storytelling, timing, and collaboration are critical for influencing regulation and driving awareness.

* Dyslexic Thinking as a Superpower: Elisa opens up about identifying with dyslexic thinking, how it fuels her creativity and strategic thinking, and why self-reflection is key to leading with authenticity.

* Creating Impact through Community: Whether in diving, public affairs, or corporate leadership, Elisa believes in the power of like-minded people driving shared missions—and how progress (not perfection) is what keeps her going.

* A Purpose-Driven Career: Elisa challenges listeners to ask “Am I the right person in the right place? ”a question that helped her realign her career around sustainability, value creation, and long-term vision.

Why Listen?

Elisa blends technical insight, behavioural science, and bold purpose into a conversation that is both inspiring and deeply practical. If you care about sustainability, want to lead with impact, or are figuring out how to align your work with your values, this episode is a must-listen.

Where to Connect:

* LinkedIn: Elisa Swanson-Parbäck

* Events: Find her at ELGI, Lubricant Expo, and UEIL technical meetings

* Company: Perstorp Group

Brought to you in partnership with the Lubricant Expo!

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.

Lubricant Expo Europe is the must-attend annual event for professionals looking to discover or promote the latest advances in lubricant and lubrication technology. Whether you’re an engineer, executive, or industry professional, this free-to-attend exhibition and conference connects lubricant solution providers with end-user buyers and the entire chemical and equipment supply chain.

Bringing together the lubricant community and end-users from over 80 countries, Lubricant Expo Europe is a comprehensive showcase of all lubricant technologies, including finished lubricants, additives, process equipment and machinery, condition monitoring, automation systems, testing and analysis, data technologies, lubricant manufacturing equipment, end-user application systems and more.

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.

⁠REGISTER FOR FREE TODAY!⁠

In this episode of Beyond the Blend, we sit down with Mark Lord, Managing Director of Aztec Oils Ltd, who brings four decades of real-world experience, unfiltered honesty, and a deep passion for people to the mic. From fridges at Heelas to founding and scaling one of the UK’s most respected lubricant businesses, Mark’s journey is all about spotting opportunity, trusting people, and never standing still.

Key Takeaways:

• From School Leaver to Industry Leader: Mark left school at 16, learned early lessons in business from his father (including what not to do), and carved out a path defined by experience, resilience, and sharp instinct.

• Aztec Origins: Founded in 1995, Aztec Oils started with a van, a ramp, and one man doing it all. The name? Inspired by a children’s library book on the kitchen table.

• Scaling Through People: Mark’s not just built a business he’s built a team. His philosophy: spot the drivers (not passengers), give them skin in the game, and empower them to run regional Aztec businesses as part-owners.

• Growth by Acquisition: From Oil Line to Northern Oils, Caldo, and more, Mark shares what he's learned integrating businesses—and why success always comes down to people.

• Taking a Stand: Mark has been vocal on issues like lubricant dumping and unfair trade practices, championing transparency and fair competition for the sake of the entire industry.

• Culture, Not Just Commerce: Whether reflecting on his days sneaking into Reading Festival or supporting employees through ownership models, Mark’s values of humility, loyalty, and empowerment shine through.

Why Listen?

If you want to understand what real leadership looks like in a complex, fast-moving market, this episode delivers. Mark blends strategic foresight with street smarts, and his no-nonsense insights on growth, people, and responsibility will resonate with leaders at every level.

Where to Connect:

• LinkedIn: Mark Lord

• Company: Aztec Oils Ltd

Brought to you in partnership with the Lubricant Expo!

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.

Lubricant Expo Europe is the must-attend annual event for professionals looking to discover or promote the latest advances in lubricant and lubrication technology. Whether you’re an engineer, executive, or industry professional, this free-to-attend exhibition and conference connects lubricant solution providers with end-user buyers and the entire chemical and equipment supply chain.

Bringing together the lubricant community and end-users from over 80 countries, Lubricant Expo Europe is a comprehensive showcase of all lubricant technologies, including finished lubricants, additives, process equipment and machinery, condition monitoring, automation systems, testing and analysis, data technologies, lubricant manufacturing equipment, end-user application systems and more.

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and helpshape the future of lubrication together.

⁠REGISTER FOR FREE TODAY!⁠

In this energising episode of Beyond the Blend, we’re joined by Ella Auchterlounie, Marketing Executive at Vickers Oils, who brings fresh eyes, digital savvy, and a whole lot of energy to one of the lubricant industry’s oldest names. From YouTube beginnings to breathing new life into a 200-year-old brand, Ella shares her journey into the world of B2B marketing and how she’s helping make a traditional industry more accessible, relatable, and engaging for the next generation.

Key Takeaways:

• From Retail to B2B: Ella walks us through her diverse background, from retail and social media to agency work and now industrial lubricants proving that varied experience is a strength.

• Self-Taught & Resourceful: With curiosity as her guide, Ella shares how she’s built technical knowledge from scratch through mentoring, online learning, and tools like Lubrication Expert videos.

• Making Lubricants Approachable: Ella talks candidly about how technical language and lengthy documents can be a barrier, and how she’s on a mission to bring clarity, accessibility, and interactivity to marketing whether through 3D ship tours or engaging newsletters.

• Digital with a Human Touch: She’s brought Vickers’ LinkedIn presence to life, using video, interactive design, and personality-rich content to grow reach and engagement all while emphasising that people still matter in a digital world.

• Balancing Corporate & Personal: With insights from her lifestyle-focused YouTube days and a talent for writing and design, Ella discusses how showing personality builds trust, relevance, and stronger brand affinity.

• Sustainability & Storytelling: From brewery visits to food-grade regulations, Ella is passionate about sustainability and transparency two things she’s helping amplify in her role at Vickers Oils.

Why Listen?

Ella represents the voice of a new generation in the lubricants industry curious, creative, and digitally fluent. Whether you’re in marketing, leadership, or talent development, her story is a reminder that the future of this industry depends on how well we tell its story and how open we are to fresh ideas.

Where to Connect:

• LinkedIn: Ella Auchterlounie

• Company: Vickers Oils

Brought to you in partnership with the Lubricant Expo!

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.

Lubricant Expo Europe is the must-attend annual event for professionals looking to discover or promote the latest advances in lubricant and lubrication technology. Whether you’re an engineer, executive, or industry professional, this free-to-attend exhibition and conference connects lubricant solution providers with end-user buyers and the entire chemical and equipment supply chain.

Bringing together the lubricant community and end-users from over 80 countries, Lubricant Expo Europe is a comprehensive showcase of all lubricant technologies, including finished lubricants, additives, process equipment and machinery, condition monitoring, automation systems, testing and analysis, data technologies, lubricant manufacturing equipment, end-user application systems and more.

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and helpshape the future of lubrication together.

⁠REGISTER FOR FREE TODAY!⁠

In this energising episode of Beyond the Blend, we meet Neil Chahal, Commercial Director at EL Oils, whose journey from warehouse apprentice to senior leadership is a masterclass in curiosity, humility, and hands-on growth. With trademark wit and unfiltered honesty, Neil walks us through how early lessons, good (and bad) managers, and a focus on people-first leadership have shaped his evolving vision for the lubricant industry.

Key Takeaways:

• A Full-Circle Journey: Neil began at EL Oils as a “tea boy” and warehouse assistant before leaving to climb the sales ladder. A decade later, he returned, this time to lead the very business that launched him.

• Leadership with Empathy & Edge: Drawing from experience across roles and companies, Neil leads with openness, patience, and accountability, balancing structure and humour while pushing for high standards and support.

• Millennial Perspective: As a self-proclaimed bridge between generations, Neil speaks to the realities of leading in a traditional industry as a digital-savvy, 31-year-old leader. He unpacks how to modernise workflows, uplift teams, and still learn from both older and younger colleagues.

• Structure & Simplicity: From stock codes to shared drives, Neil’s passion for clear systems and processes reflects his belief that small details create big wins, and a scalable, repeatable business.

• People Over Pedigree: Neil challenges outdated ideas around degrees and qualifications, arguing that attitude, curiosity, and culture fit matter more than academic background when building great teams.

• The Power of Reflection: Self-driven and brutally honest with himself, Neil shares how regular reflection fuels his growth, and why leaders should make space for self-assessment, not just KPIs.

Why Listen?

If you're a young leader navigating legacy industry, or a seasoned pro curious about what motivates the next generation, this conversation is packed with insight, humility, and practical ideas. Neil proves that good leadership isn't about titles, it’s about action, empathy, and adaptability.

Where to Connect:

• LinkedIn: Neil Chahal

• Company: EL Oils Ltd

Brought to you in partnership with the Lubricant Expo!

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.

Lubricant Expo Europe is the must-attend annual event for professionals looking to discover or promote the latest advances in lubricant and lubrication technology. Whether you’re an engineer, executive, or industry professional, this free-to-attend exhibition and conference connects lubricant solution providers with end-user buyers and the entire chemical and equipment supply chain.

Bringing together the lubricant community and end-users from over 80 countries, Lubricant Expo Europe is a comprehensive showcase of all lubricant technologies, including finished lubricants, additives, process equipment and machinery, condition monitoring, automation systems, testing and analysis, data technologies, lubricant manufacturing equipment, end-user application systems and more.

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and helpshape the future of lubrication together.

⁠REGISTER FOR FREE TODAY!⁠

In this episode of Beyond the Blend, we sit down with Tina Reading, Head of Media at the United Kingdom Lubricants Association (UKLA) and Editor of Lube Magazine.

But Tina’s story goes far beyond press releases and page layouts. From Tudor history to grassroots football, and from launching lifestyle magazines to community toy drives, her career is a masterclass in passion, versatility, and the power of local engagement.

Key Takeaways:

• A Colourful Career Path: Tina shares her dynamic journey through publishing, finance, airlines, and even running her own hair salon before finding her home in the lubricants sector.

• Fuelled by Passion Projects: Whether it’s grassroots football at Chesham United or her beloved Metroland lifestyle magazine, Tina’s commitment to community impact is front and centre.

• Print, Digital & Global Reach: With extensive experience in global media, Tina discusses the evolution of publishing from glossy wedding mags to digital storytelling in technical industries.

• Community at the Core: Hear how Tina helped launch local initiatives like the Chiltern Toy Bank and digital high street platforms during COVID to support small businesses and families.

• Culture & Curiosity: From studying Tudor history at Hampton Court to loving ‘80s music and everything from Wham to The Cure, Tina’s boundless curiosity fuels her creativity.

Why Listen?

Tina’s infectious energy and rich blend of professional insight and personal drive make this episode a standout. Whether you’re in media, marketing, community development, or just love a story of reinvention and resilience, her journey is both inspiring and refreshingly relatable.

Where to Connect:

• LinkedIn: Tina Reading – LadyTinaReading

• UKLA & Lube Magazine: ukla.org.uk / lubemagazine.com

Brought to you in partnership with the Lubricant Expo!

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.

Lubricant Expo Europe is the must-attend annual event for professionals looking to discover or promote the latest advances in lubricant and lubrication technology. Whether you’re an engineer, executive, or industry professional, this free-to-attend exhibition and conference connects lubricant solution providers with end-user buyers and the entire chemical and equipment supply chain.

Bringing together the lubricant community and end-users from over 80 countries, Lubricant Expo Europe is a comprehensive showcase of all lubricant technologies, including finished lubricants, additives, process equipment and machinery, condition monitoring, automation systems, testing and analysis, data technologies, lubricant manufacturing equipment, end-user application systems and more.

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and helpshape the future of lubrication together.

⁠REGISTER FOR FREE TODAY!⁠

In this episode of Beyond the Blend, host Rob Taylor sits down with Anthony Roberts, CEO of Blueprint Event Company and the driving force behind Lubricant Expo, the world's largest lubricant-focused exhibition. Anthony shares how his passion for events, music, and community-building led him to create a global platform that is shaping the future of the lubricant industry.

Key Topics Discussed:

✅ The Journey to Lubricant Expo – From organising music events and running a live venue in London to launching industry-leading exhibitions, Anthony explains how he transitioned into large-scale trade shows and co-founded Blueprint Event Company.

✅ Why Lubricant Expo? – Anthony shares why he and his team saw a gap in the market for a global lubricant industry event, how they launched in Germany, expanded to North America, and now set their sights on Dubai for the Middle East edition in 2026.

✅ The Power of Collaboration & Community – He discusses how partnerships with associations, industry bodies, and key players have helped Lubricant Expo thrive. He also explains why the industry has welcomed them so warmly and how collaboration is more than just a buzzword in his approach.

✅ Choosing the Right Locations – Why Germany (Essen/Düsseldorf), Detroit, and Dubai were selected as key locations for Lubricant Expo, and how these venues connect industry players from around the world.

✅ The Future of Live Events – Despite the rise of AI and virtual events, Anthony explains why face-to-face networking, chance encounters, and in-person collaboration remain irreplaceable in the lubricant industry.

✅ Balancing Business & Family – With four kids and a fast-growing business, Anthony shares how he sets boundaries, prioritises weekends, and ensures work-life balance, crediting both his business partner and his wife as key to his success.

✅ Expo Best Practices – Top tips for exhibitors and attendees on how to maximise their experience, including pre-event marketing, networking strategies, and meeting planning.

Standout Quotes:

🗣️ “The lubricants industry welcomed us more warmly than any other sector we’ve worked in.”

🗣️ “Face-to-face networking will always be irreplaceable—no AI can replicate the power of a handshake.”

🗣️ “We built Lubricant Expo to serve the entire lubricants supply chain, from base oils to end users.”

🗣️ “I might be CEO at work, but my wife is definitely CEO at home.”

Expo Tips from Anthony Roberts:

🎯 For Exhibitors: Engage early, leverage marketing support, and make it clear why people should visit your booth. Use pre-event outreach and email signatures to let customers know you’ll be there.

🎯 For Attendees: Study the exhibitor list, book meetings in advance, and maximise your time—plan your visit like a strategic business trip rather than a casual event.

🎯 For Everyone: The key to a successful Expo experience is being proactive—don’t just show up, show up prepared!

Connect with Anthony Roberts & Lubricant Expo:

🔗 Website: Lubricant Expo

🔗 LinkedIn: Anthony GB Roberts

🔗 Upcoming Events:

Lubricant Expo Europe (Düsseldorf, 2024)

Lubricant Expo North America (Detroit, 2025)

Lubricant Expo Middle East (Dubai, 2026)

Stay Connected:

📌 Follow Beyond the Blend for more behind-the-scenes insights into the lubricants industry and its key players.

In this episode of Beyond the Blend, we sit down with Elaine Hepley, a varnish specialist, technical services and sales manager at Delta Zero, and founder of Solana Consulting.

Elaine’s journey is anything but ordinary—spanning criminology, blood splatter analysis, classic car restoration, and data analytics before she became a leading voice in varnish mitigation.

With her trademark passion and energy, Elaine shares how she carved out a niche in the lubricant industry, the pivotal moments that shaped her career, and why she believes in embracing life’s challenges as opportunities for growth.

Key Takeaways:

* A Fascinating Career Path: From studying criminology to working in data analysis and eventually becoming a varnish expert, Elaine’s unconventional journey is proof that opportunities come when you step outside your comfort zone.

* The Power of Giving Back: Elaine’s commitment to helping others shines through her leadership in community projects ike captaining a team that pulled a Boeing 727 for charity!

* Mastering Data Storytelling: She discusses the power of data in technical fields, the risks of misinterpreting it, and how AI is changing the landscape.

* Lessons in Leadership: Through her studies at Cornell University in Women in Leadership and Organisational Leadership, Elaine reflects on how women can lead with both emotion and logic.

* Varnish, Maintenance & Innovation: A deep dive into her passion for varnish mitigation, her work with Delta Zero, and how she’s helping organisations understand and prevent lubricant-related failures.

* Personal Growth & Resilience: Elaine opens up about overcoming personal and professional obstacles, from family challenges to a life-changing car accident, and why she believes investing in yourself is the best decision you can make.

Why Listen?

Elaine’s story is one of resilience, reinvention, and relentless curiosity. Whether you’re in technical services, leadership, or just looking for career inspiration, her insights on navigating change, embracing challenges, and creating your own path will leave you inspired.

Where to Connect:

* LinkedIn: https://www.linkedin.com/in/elaine-hepley/

* Solana Consulting https://www.linkedin.com/company/solana-consulting-services-llc/

* Delta Zero – https://delta-xero.com/

Brought to you in partnership with the Lubricant Expo!

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.

Lubricant Expo Europe is the must-attend annual event for professionals looking to discover or promote the latest advances in lubricant and lubrication technology. Whether you’re an engineer, executive, or industry professional, this free-to-attend exhibition and conference connects lubricant solution providers with end-user buyers and the entire chemical and equipment supply chain.

Bringing together the lubricant community and end-users from over 80 countries, Lubricant Expo Europe is a comprehensive showcase of all lubricant technologies, including finished lubricants, additives, process equipment and machinery, condition monitoring, automation systems, testing and analysis, data technologies, lubricant manufacturing equipment, end-user application systems and more.

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and helpshape the future of lubrication together.

⁠REGISTER FOR FREE TODAY!⁠

In this episode of Beyond the Blend, host Rob Taylor sits down with Rafe Britton, engineer, lubrication specialist, and creator of Lubrication Explained, a highly successful YouTube channel educating the industry.

Rafe shares his journey from aerospace engineering to lubricants, the industry's marketing problem, and how AI is changing the way people work and buy.

Key Topics Discussed:

* The Accidental Entry into Lubricants – From a childhood fascination with Apollo 13 to a career in aerospace engineering, Rafe takes us through the twists of fate (including a CV typo!) that led him to lubricants via ExxonMobil.

* Marketing in the Lubricants Industry – Rafe argues that the sector suffers from a major marketing problem, relying on bland, corporate messaging that fails to engage customers or attract new talent. He discusses how the industry must shift to storytelling, branding, and customer-centric communication.

* The Power of YouTube & Content Creation – Rafe explains how Lubrication Explained grew from a simple way to save time during COVID into a 25,000+ subscriber community and a driver of inbound business. He highlights how buying has changed and why social media and digital platforms are now critical to success.

* AI’s Impact on the Industry – The discussion explores how AI is transforming research, customer interactions, and efficiency in business. Rafe shares concerns about over-trusting AI-generated content, its limitations in technical applications, and how businesses can train AI with trusted data rather than relying on generalised models.

* Talent Retention & The Next Generation – With an ageing workforce and industry veterans retiring, Rafe highlights the urgent need for knowledge transfer. He discusses how young engineers are drawn to industries with purpose and innovation, and how lubricants needs to better communicate its real-world impact across every sector.

* The Thrill of the Unknown – Rafe shares what excites him most about his work: problem-solving in unfamiliar industries, tackling challenges from mining to manufacturing, and constantly learning in a field that touches everything that moves.

Standout Quotes:

🗣️ “The lubricants industry has a marketing problem—it fails to tell its own story in a way that engages customers or attracts talent.”

🗣️ “If it moves, it has lubricant in it. That’s what makes this industry exciting.”

🗣️ “AI is an answer in search of a problem. The challenge is figuring out where it truly adds value.”

🗣️ “We need to capture the knowledge of the retiring workforce before it’s lost forever.”

Connect with Rafe Britton:

🔗 YouTube: Lubrication Explained

🔗 LinkedIn: Rafe Britton

Stay Connected:

📌 Follow Beyond the Blend for more behind-the-scenes insights into the lubricant industry.

Brought to you in partnership with the Lubricant Expo!

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.

Lubricant Expo Europe is the must-attend annual event for professionals looking to discover or promote the latest advances in lubricant and lubrication technology. Whether you’re an engineer, executive, or industry professional, this free-to-attend exhibition and conference connects lubricant solution providers with end-user buyers and the entire chemical and equipment supply chain.

Bringing together the lubricant community and end-users from over 80 countries, Lubricant Expo Europe is a comprehensive showcase of all lubricant technologies, including finished lubricants, additives, process equipment and machinery, condition monitoring, automation systems, testing and analysis, data technologies, lubricant manufacturing equipment, end-user application systems and more.

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and helpshape the future of lubrication together.

⁠REGISTER FOR FREE TODAY!⁠

In this episode of Beyond the Blend, host Rob Taylor sit down with Richard Camper, President of ILMA (Independent Lubricant Manufacturers Association) and EVP of Hasco Oil.

Richard shares his insights on the evolving lubricant industry, talent attraction challenges, AI’s role in shaping business strategies, and the need for a fresh narrative about lubricants’ contribution to sustainability.

Key Topics Discussed:

ILMA Presidency & Industry Outlook – Richard discusses his recent appointment as ILMA President for 2025 and his mission to elevate the industry’s appeal to younger talent. He highlights ILMA’s new multimedia outreach programme aimed at showcasing lubricants’ critical role in energy efficiency and sustainability.

Talent Attraction & Industry Perception – The lubricants sector faces an image problem—seen as “unsexy” and misunderstood. Richard explains how the industry’s role in reducing energy waste, advancing technology, and supporting sustainability must be reframed to attract new talent.

AI & The Changing Buying Process – The impact of AI on purchasing decisions is already evident, with customers leveraging AI-driven research before engaging with suppliers. Richard explores the risks and opportunities AI presents, particularly in improving data-driven decision-making, inventory management, and personalised customer engagement.

Adapting to Digitalisation & Customer Expectations – The conversation explores how buyer habits are shifting, with an increasing demand for speed, efficiency, and digital interaction. Richard shares his experience with AI-led product searches and what this means for the future of sales and customer relationships.

Personal Journey in Lubricants – Richard reflects on his accidental entry into the industry, from a summer job to a lifelong career. He candidly discusses ambition vs. contentment, the lessons learned along the way, and his views on balancing leadership with personal growth.

The Future of Work & Next-Gen Engagement – The discussion touches on generational differences in decision-making, digital literacy, and how younger generations are shaping the future of work. Richard provides insights into how businesses need to adapt to remain relevant and attract top talent.

Standout Quotes:

“27% of the world’s energy is wasted due to friction. Our job every day is to lower that number. That’s what makes our industry essential.”

“The lubricants industry is a technology industry—we just haven’t told the story well enough.”

“AI is an answer in search of a problem. The challenge is figuring out where it truly adds value.”

“People don’t necessarily want personal interaction, but they do want personalisation.”

Connect with Richard Camper:

LinkedIn: Richard Camper

ILMA: www.ilma.org

Stay Connected:

Follow Beyond the Blend for more insightful conversations with the key players in the lubricant industry.

Brought to you in partnership with the Lubricant Expo!

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.

Lubricant Expo Europe is the must-attend annual event for professionals looking to discover or promote the latest advances in lubricant and lubrication technology. Whether you’re an engineer, executive, or industry professional, this free-to-attend exhibition and conference connects lubricant solution providers with end-user buyers and the entire chemical and equipment supply chain.

Bringing together the lubricant community and end-users from over 80 countries, Lubricant Expo Europe is a comprehensive showcase of all lubricant technologies, including finished lubricants, additives, process equipment and machinery, condition monitoring, automation systems, testing and analysis, data technologies, lubricant manufacturing equipment, end-user application systems and more.

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and helpshape the future of lubrication together.

⁠REGISTER FOR FREE TODAY!⁠