Streets of gold: immigrant Henry DeRuiter came to the U.S. with a dream and a formula for making quality paint. Today, with his grandson Brad DeRuiter as president, Pervo Paint has the drive to remain an independent paint manufacturer and is steering its future by focusing on a key niche market.California's first road, El Camino Real El Camino Real (Spanish for The Royal Road or The King's Highway) was the name of a series of pre-automobile highways linking the various New World colonies of Spain:
By definition, then, a business that focuses on a niche market is addressing a need for a product or service that is not being addressed by mainstream providers. for paint emerged.
Paint with A Past
Henry DeRuiter emigrated from Holland to the U.S. in the late 1920s with a dream and a formula--a very special paint formula--for achieving it. Once in America, he promptly married Herman Van Dulst's daughter Dorothy. Together the two families moved from Michigan to California, where DeRuiter and his father-in-law launched The Pervo Paint Company.
Why Pervo? Meaning "impervious" in the Dutch language Dutch language, member of the West Germanic group of the Germanic subfamily of the Indo-European family of languages (see Germanic languages). Also called Netherlandish, it is spoken by about 15 million inhabitants of the Netherlands, where it is the national , and to these eager entrepreneurs, the name captured the ideal characteristic of a top-quality paint brand. The company still proudly uses the original logo, sporting two regal lions holding a shield emblazoned with the letter "P." The design appropriately honors an old Dutch Old Dutch
Old Low Franconian. coin.
Once they hit the West Coast, DeRuiter and Van Dulst promptly set to work. They started with a good idea, a great formula and some surplus bakery mixing equipment purchased for a modest sum from Hostess bakery. Confidently they opened their first plant, at Van Ness Van Ness may refer to:
1. A fixed mental attitude or disposition that predetermines a person's responses to and interpretations of situations.
2. An inclination or a habit. and manner was evident in its first line of paint, aptly tagged "Good Neighbor Paint ... it wears like old friends!" The year was 1929.
In an industry that has undergone massive consolidation, Pervo Paint has remained family-owned. Henry DeRuiter's son, David followed him into the business--first in the plant then into management. In 1968, David opened Davlin Coatings (now owned by Pervo) to manufacture roof coatings, pioneering an elastomeric roof coating and developing a process which added a new revenue stream for Pervo.
Today, Davlin Coatings manufactures waterproof' elastomeric coatings for everything from roofs to bridges to ski lifts, including formulations for San Francisco's famous Golden Gate Bridge Golden Gate Bridge, across the Golden Gate from San Francisco to Marin Co., W Calif.; built 1933–37. Its overall length is 9,266 ft (2,824 m); its main span across the strait, 4,200 ft (1,280 m), is one of the longest bridges in the world. Joseph B. and the space shuttle space shuttle, reusable U.S. space vehicle. Developed by the National Aeronautics and Space Administration (NASA), it consists of a winged orbiter, two solid-rocket boosters, and an external tank. . Although David DeRuiter is retired now, he remains the majority stockholder in both Pervo and Davlin.
At one time or another, all three of David DeRuiter's sons worked in the family business. Today, Brad DeRuiter is the president of Pervo Paint, which has grown into a thriving $25 million-plus per year enterprise.
"I started working in the paint factory when I was 14," said Brad DeRuiter, "and I continued working in the summers. I've done everything from sweeping the floors to making and canning paint. I worked, as a teen, in the Davlin plant in northern California Northern California, sometimes referred to as NorCal, is the northern portion of the U.S. state of California. The region contains the San Francisco Bay Area, the state capital, Sacramento; as well as the substantial natural beauty of the redwood forests, the northern , too."
Brad DeRuiter, who has a B.A. in Business and Economics, graduating Magna Cum Laude cum lau·de
adv. & adj.
With honor. Used to express academic distinction: graduated cum laude; 25 cum laude graduates. from Westmont College Coordinates:
This article or section is written like an .
Please help [ rewrite this article] from a neutral point of view. in Santa Barbara Santa Barbara (săn'tə bär`brə, –bərə), city (1990 pop. 85,571), seat of Santa Barbara co., S Calif., on the Pacific Ocean; inc. 1850. , is married to Kimiya. Their nine-year-old son Taljon has a rare opportunity--should he go into the family business. He could very well officiate of·fi·ci·ate
v. of·fi·ci·at·ed, of·fi·ci·at·ing, of·fi·ci·ates
1. To perform the duties and functions of an office or a position of authority.
2. To serve as an officiant. the company's 100th anniversary, and is very likely do so as company president.
Pervo currently has a manufacturing plant, retail store and corporate offices in Los Angles; stores in San Diego, Sacramento, and Berkeley, CA; Davlin Coatings' facility in Berkeley; and traffic-safety supply stores (such as Bay Area Barricade in Concord, and Construction Sealants in Las Vegas, NV). In addition, it has distributors scattered throughout California, Oregon, Hawaii, Arizona and Nevada, and Pervo products are handled by several large distributors, including ICI (language) ICI - An extensible, interpretated language by Tim Long with syntax similar to C. ICI adds high-level garbage-collected associative data structures, exception handling, sets, regular expressions, and dynamic arrays. and by several chains.
Making Its Mark
Although Pervo offers interior paints, exterior paints, high-quality curb coatings and industrial enamels, the company is really in the "traffic safety marking" business, having entered this market segment some 30 years ago. Today, 90% of its sales come from this industry, and Pervo is keen on remaining focused on this niche segment of the coatings industry.
According to Pervo vice president John Haupenthal, the company currently markets products in 11 western states, working with many state Departments of Transportation, as well as numerous city and county Public Works departments.
A Focus on Quality
Traditionally, the traffic markings sector has been one focused on low quality products. However, Pervo has been committed to making high-quality formulations, and customers are recognizing the benefits.
Contractors and state DOTs and municipalities need to use a paint that won't patch when hot tires squeal across it. The paint also has to withstand all types of conditions, in all types of weather on a dizzying variety of surfaces: highways, bridges, tunnels, parking lots, garages, airport runways, taxi-ways and loading ramps, floors of warehouses and manufacturing plants, edges of loading docks, stairways, playgrounds, tennis courts and more. Formulations have to be tough, tenacious and easy to apply.
"Pervo does not strive to be the low-cost producer of traffic marking products," Haupenthal said. "We take pride in being innovators who offer quality products and service at a fair price. Through research and development, as well as field trials, Pervo has become a recognized leader in traffic marking industry."
"Pervo also enjoys a loyal following of small-, medium-, and large striping Interleaving or multiplexing data to increase speed. See disk striping.
striping - data striping contractors," Haupenthal added.
"We intend to stay on the cutting edge of traffic coatings," DeRuiter added. "That's our primary market. The thermoplastic A polymer material that turns to liquid when heated and becomes solid when cooled. There are more than 40 types of thermoplastics, including acrylic, polypropylene, polycarbonate and polyethylene. market is really growing by leaps and bounds. Sure it's been around since the 1960s. But considering the fact that paint ha been used for some three thousand years, this is still fairly new. We're gaining ground, too, in terms of being specified."
In addition to manufacturing paint and thermoplastic, Pervo also distributes reflective glass beads, striping machines and marking gear required by public works agencies, and is a top re-seller of other traffic accessories, such as pavement markers, cones and other traffic supplies. "One of our strategies is to be a one-stop traffic-shop for municipalities and private contractors," DeRuiter said.
To enter a niche market, to succeed and to continue to prosper requires hard work. There is more to marketing than just making a good product or just selling it. Professional affiliations and memberships give access and recognition. Keeping in mind what's important to their customers, Pervo belongs to the Traffic Control Supervisors Association, the Maintenance Supervisors Association, the American Traffic Safety Services Association The American Traffic Safety Services Association (ATSSA) is an international trade association, located in Fredericksburg, Virginia, United States, whose stated core purpose is: "To Advance Roadway Safety". and the International Municipal Sign Association. These organizations not only provide valuable contacts and networking opportunities, but further education and help Pervo keep up to date on changes in laws, methodology, materials and equipment.
Looking Ahead to a Milestone
DeRuiter is justifiably proud of Pervo.
"Our slogan says it all: 'Built on solid values offering superior products.' That is a good summarization of our philosophy, and that hasn't changed over the years," DeRuiter said. "We try to be on the cutting edge of technology in our market place, which is primarily traffic markings, or as some term it durable markings. We seek to build respect and a strong rapport with state, county and city agencies and with all our contractors."
The Pervo Paint Company will soon celebrate 75 years in business--if it's not too busy to notice. So how will the company observe this milestone anniversary?
"We don't know Don't know (DK, DKed)
"Don't know the trade." A Street expression used whenever one party lacks knowledge of a trade or receives conflicting instructions from the other party. for sure yet what we will do for our anniversary," said DeRuiter. His father had suggested sending everyone on a cruise--in shifts of course.
"We are still planning," DeRuiter said, noting that Pervo will do something a little bit more low-key, such as renting out a "ball room having an evening party this spring."
But one thing is certain: Pervo is committed to being in the market for the long run, and serving its customers with top-notch formulations.
"We look forward to a bright future," DeRuiter said. "We look to maintain a strong presence in the traffic marking industry by putting out a high-quality product in what has been a low-quality market."