The Beginning, with Industrial Lubricants
An innovative entrepreneur and chemical engineer, William (Bill) Kiefer started the company in his family’s suburban New Jersey garage, specializing in high temperature bakery lubricants.
Bel-Ray’s first product was a specialty lubricant manufactured for Nabisco for use in high-temperature bakery ovens. This launched the company’s Industrial Division. The company’s goal: to provide industrial customers with new, inventive products that offered optimum performance and measurable value.
Expansion into Mining and Powersports
In the late 1960’s, Kiefer recognized the need for premium quality, extreme-endurance lubricants to extend equipment life in the mining industry. He worked diligently with his R&D team in the company’s state-of-the-art laboratory. The result: the first pumpable lubricant for large walking draglines. With that creation, the Bel-Ray Mining Division was born.
The 1970’s brought the firm’s expansion into the Powersports market. Its line of performance-enhancing, wear-resistant oils and greases for motorcycles and other high-speed bikes offered ground-breaking innovation. Bel-Ray built a strong presence in that arena and became a well-known sponsor in the motocross racing circuit.
Innovations and Growth
New technologies soon led to the creation of an extensive line of non-toxic, food-grade lubricants. These were designed for “clean” industries such as food, beverage, pharmaceutical and cosmetics processing.
Through continued research and field-testing, Bel-Ray further expanded with its ranges of biodegradable mining and industrial lubricants. Specialized eco-friendly marine products followed, increasing their market base.
Reinforcing its commitment to sustainability and corporate responsibility, Bel-Ray developed an Environmental Carbon Management (ECM) system to reduce energy usage and the release of greenhouse gases.
Women-Owned and Managed
Since Bill’s retirement in 1995, his daughter Daryl Brosnan has managed the company. From the 32-acre campus in Farmingdale, New Jersey, Daryl expanded the company’s global reach, established sales and marketing offices and distributors across the world. She also opened subsidiaries on three continents.
Bel-Ray created the Total Lubrication Partnership (TLP) for industrial and mining machinery customers. It ensured the recommendation of specific, and correct, lubricants required to yield maximum results and operator safety for all equipment.
With the addition of Chief Operating Officer Jennifer Liquori in 2005, Bel-Ray took a giant leap in growing the company. An updated manufacturing operation allowed for a 50% capacity increase, re-engineered and upgraded product formulas, industry-first labeling technology and international packaging adaptability. This set the stage for further expansion and branding efforts throughout mainstream mediums. Creative marketing activities across the world increased the company’s brand value and redefined Bel-Ray as a major player in its field.
The Legacy Continues
Bel-Ray continues to proudly manufacture all of its products in the United States. These locally-made products by skilled professionals have traveled the globe and beyond. Bel-Ray lubricants have serviced submarines, weathered chilling arctic cold, defied harsh desert dust and heat, raced to championships wins and even traveled to the moon.
Today Bel-Ray operates with the belief, and challenge, instilled by its founder:
|•||Provide innovative technology that creates superior performance and value for customers|
|•||Meet the needs of an ever-changing global marketplace, every day|
|•||Do it with integrity, quality and consistency, always.|