Green and Safe Position Tower Metalworking Fluids as a supplier of environmentally friendly and safe metalworking fluids with Clean Fluid and Green Fluid chemistries, highlighting reduced hazard profiles to appeal to customers prioritizing sustainability and workplace safety.

R&D Capabilities Leverage their on-site R&D laboratories to offer customized formulations and ongoing product improvements, targeting customers seeking tailored lubrication solutions and co-development opportunities.

Mid-Market Footprint Target mid-sized metalworking operations that need high-performance yet cost-conscious fluid solutions, positioning Tower as a specialized provider with scalable offerings and a smaller vendor profile compared to industry giants.

Broad Product Fit Emphasize cross-application capabilities across metal removal coolants, drawing and stamping lubricants, tube and pipe gels, roll-forming lubricants, and rust preventatives to upsell bundled fluids and maintenance packages.

Talent and Innovation Highlight recent talent addition and ongoing research as a signal of continuous innovation, using Clayton Cooper’s hiring as a case study to discuss pipeline for new high-performance and environmentally friendly products.