Nemiroff pods work for earthquake-stressed pandas in China, and for human victims, too

SALISBURY — This is a small rural village but it is, nonetheless, a part of the Global Village. So when village resident Alfred Nemiroff heard of the recent earthquake in China and its disastrous aftermath, he and the company he founded stepped in with an offer of aid that was enthusiastically accepted by the Chinese government.

Nemiroff is a retiree who moved here full-time with his late wife, Michelle, about 25 years ago (after 15 years as weekenders). The New Canaan-based company that he founded, Nemiroff Porcelainized Steel Products, is now run by his son, Peter.

But in that perfect scenario that all parents dream of, Peter continues to chat often with his dad, getting parental advice and guidance that the younger Nemiroff (this is the best part) actually pays attention to.

The senior Nemiroff modestly credits his son with taking the company  “much farther than it had gone before.â€� But without his dad’s ideas and engineering background, the company and its patented main product would not exist.

Strength and beauty

Many years ago, when the elder Nemiroff was a young man, he combined his urge to be an artist with his training as an engineer and created a new product that was beautiful, practical and affordable. It was porcelainized steel, and though steel had existed before and porcelain had existed for centuries, no one had yet found a way to combine the two.

This new amalgam was not created for artistic purposes. Nemiroff’s family worked in renovation and construction and needed a fast and affordable fix for outdated bathrooms and kitchens.

The porcelainized steel allowed Nemiroff’s work crews to “install a new real porcelain bathtub without tearing out the old one. It can cost $2,000 to take out an old tub,� Nemiroff explained.

Although this process  can work, of course, in private residences it is most profitable in big jobs, such as hotels and army bases, because the cost of labor and materials is spread out over multiple rooms.

“We used to go to the Waldorf Astoria and the Plaza Hotel and do a whole floor in one day,� Nemiroff said. “That way they would only lose one day’s worth of room rentals.�

The company’s largest customers, he said, are the Pentagon and the federal Housing and Urban Development agency.

“We’ve done a couple hundred thousand low-rent housing projects,� he said. Although Nemiroff is not enthusiastic about the living conditions in such developments, he said, “I’m proud of those jobs because at least they got a bright, clean, shining sterile room.�

One of the best things about porcelain, he pointed out, is that it is infinitely cleanable.

“It’s impervious to wear, tear and abrasion and you can remove anything from its surface, even spray paint,� he said.

Along with the porcelainized steel surface, Nemiroff also invented a method for attaching it without any visible grommets, screws or other connectors. This has opened up new avenues for installation such as doing the exterior “cladding� for “high-rise office buildings, apartments, senior citizens homes,� Nemiroff said.

Modern-day PODS people

And the innovations keep coming. In the modern world, Nemiroff pointed out, people are very mobile. His company was asked to create moving “pods� for companies such as PODS and Pack Rat.

“These pods are 18-feet by 8-feet wide by 8-feet high,� Nemiroff said. “They have windows and refrigeration.�

They have a solid steel frame and, thanks to an innovation the elder Nemiroff came up with last year, they are collapsible.

“Instead of only shipping three or four of them from China, you can get 18 of them into a cargo container,� Nemiroff explained. “The customer is saving millions in freight.�

Why China? In part because labor is much cheaper there but also because the price of steel has become “astronomical,� Nemiroff said. And much of the world’s steel comes from China.

“We have a contract to manufacture 300,000 of them in the next 10 years,� Nemiroff said.

So far, the company’s relations with the Asian giant have been smooth.

“When Peter went there originally I was extremely apprehensive,� Nemiroff confided. “It was always my understanding that China did not obey or recognize patents or honor letters of credit. But Peter said, ‘Dad, all the Fortune 500 companies are working there, and they seem not to be complaining.’ So he went ahead and we have had no problems. The government seems to have long-range plans for democracy, albeit with a firm hand now to make sure nothing goes awry.

“In my opinion, in 50 years China, India and America are going to rule the world from a gross product point of view and I think China will be the biggest entity.�

Saving pandas and people

The relationship has been so pleasant that when China was devastated by an earthquake in March, the Nemiroffs immediately offered to help.

One situation that particularly caught their attention: “There is a famous panda preserve and the habitats were all destroyed in the earthquake . The keepers had no place to keep themselves or the animals. We donated about 200 of our storage containers,� the kind with windows and refrigeration.

“They were in China already so they were able to get the containers to them immediately. The government was very pleased, and asked if we could donate some for use by humans. So we did that. Altogether we donated about 400 pods.

“The workers at the factory in China were pleased because they had made something that helped their people. They were very proud of that. Everyone was happy.�

On to the Olympics

That sanguine experience might or might not impact plans for the next Nemiroff project in China: The company is bidding for the contract to provide cladding for the walls of the new subways being built in China for the August Olympics.

The patent on Nemiroff’s porcelainized steel has expired, so the company is now bidding against other manufacturers who are using a product the Nemiroffs invented. The elder Nemiroff feels confident that his company will come out on top, though.

“I don’t know how anyone can beat us. Especially since we manufacture it in China.�

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