No. 42 - Rochester Top 100

Gorbel, Inc.

About Gorbel, Inc.: Manufacturer of JIB and workstation bridge cranes sold nationwide through distributors.

Rank on 2006 Top 100: 42

Top Executive: Brian Reh, president

Employees: 196

Website: www.gorbel.com

We asked Brian Reh, president, to talk about his business.

Question: Tell me briefly about Gorbel Inc.
Reh: Gorbel has been a manufacturer of overhead material handling solutions since 1977. We are the leading builder of cranes and ergonomic lifting devices that support workers primarily in industrial settings. We pride ourselves on delivering world class service and the highest quality products to our dealer network. Today we serve the North American and Chinese markets through our facilities in Fishers (NY), Pell City (AL), Detroit (MI) and Tianjin (China).

Question: What differentiates Gorbel from its competitors?
Reh: Speed. Ease of doing business. Hassle free. Competing only where we have competitive advantage.

Question: What does it mean to your business to be awarded the 2006 International Business of the Year?
Reh: This was an unexpected honor. We have been global conscious for many years and have done some exporting. But it was not until recently that we took the plunge to formally embrace globalization by going after the Chinese market. Our North American customers are expanding there and want Gorbel. I am proud that Gorbel is a manufacturer and a net exporter; a rare combination in America today.

Question: How has your company been able to grow to achieve its ranking on the Top 100?
Reh: First and foremost, through our people. Our team is willing to take on any challenge with vigor and only settles for success. Our tag line is "A Class Above" which we try to practice in everything we do...especially in how we treat our peers and customers.

Another area is through innovation. This includes new product development and being on the cutting edge of information technology to support our customers and our employees. Our goal is to make things "simple"...for us and for our customers. That simplicity brings efficiency to Gorbel and profitability to our customers, thus driving a competitive cost structure and deep customer loyalty.

Question: What do you foresee for your local employment?
Reh: My goal is to continue growing. It is a privilege to provide jobs for our employees' wonderful families.

Question: What trends are you seeing among your customers in terms of preferences?
Reh: Quicker. Faster. Error-free. These are nothing new.

Question: What are the biggest opportunities you see ahead, as well as the biggest challenges?
Reh: Biggest opportunities lie in 1) doing more business in our current, industrial markets and 2) diversifying our business into growth markets like logistics and health care.

Our biggest challenge is making sure we have a solid culture and sound, scalable business processes that can accommodate our hunger to grow, while preserving the "small company feel" of Gorbel.