A Rebrand Is the Easy Part. Ecotec Is Now Doing the Hard One

Following its new identity at IFAT 2026, the Terex recycling brand has drawn a regional sales map with a named manager on every territory

New brand identities get unveiled at trade shows. What happens next usually decides whether they meant anything, and Ecotec has moved to the part that is harder to photograph: who covers which territory, and who they report to.

The company has realigned its global sales organisation following the launch of its new brand identity at IFAT 2026 and the appointment of Christopher Pickhardt as Global Sales Director. Over the past decade Ecotec has grown into an established supplier in the waste, recycling and environmental equipment sectors, with a portfolio spanning shredders, screens and related processing machines.

The map

Ecotec has put named managers on defined territories rather than leaving coverage to be worked out case by case.

In Europe and Asia-Pacific, Ronan Horisk covers Benelux, France, Scandinavia and Asia-Pacific, a mix of established and developing markets. Nik McClelland leads the UK and Ireland, described as one of Ecotec’s strongest and most established regions. Mateusz Daniluk takes Central, Southern and Eastern Europe, working with distributors and customers across a wide spread of recycling applications. Carlos Guallart covers Spain, Portugal and Latin America, combining mature Southern European recycling markets with development opportunities across the Atlantic.

North America is handled through a dedicated regional structure, with Aaron Lang responsible for the Eastern United States.

Naming individuals in a press release is a small signal that reads clearly to the trade: it tells a distributor exactly who to call, and it commits the company publicly to a coverage model it now has to staff.

Why this matters in recycling equipment

Waste and recycling machinery is sold differently from construction equipment. Buyers are often operating under regulatory targets rather than pure production economics, specifications vary by national waste stream, and the machine that suits a UK materials recovery facility may be wrong for a Polish one. That makes local knowledge less of a courtesy and more of a requirement, and it is why distribution structure in this sector tends to predict market share better than product specification does.

“Ecotec has established a strong presence in key markets around the world and built a portfolio that serves a broad range of waste and recycling applications,” said Christopher Pickhardt. “This global sales structure provides the platform to support our next phase of growth, working closely with distributors and customers to strengthen our position and capitalise on new opportunities.”

Conor Hegarty, Business Line Director for Ecotec, added: “Continued investment in product development, distribution and customer support has helped establish Ecotec as a recognised supplier. With dedicated regional leadership, an established distribution network and a clear commercial strategy, Ecotec is well positioned to support customers across key markets and continue expanding.”

What to watch

The structure is now published, which makes it measurable. The questions that follow are whether the territories hold as volumes grow, whether Latin America gets its own coverage once it outgrows a shared role with Spain and Portugal, and whether the North American structure fills out beyond the Eastern United States.

For distributors already carrying the line, the immediate change is smaller and more useful: there is now a named person for each region and a published reporting line above them.

A Rebrand Is the Easy Part. Ecotec Is Now Doing the Hard One published on The HeavyQuip Magazine.