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Marcel Elefant was born in Paris in 1938. Moving with his
father and mother the following year, Marcel's early life was spent
in close proximity to the growing enterprise. After completing his
Bachelor of Commerce degree at Sir George William University in
Montréal [since renamed Concordia University] in 1959, the young
Marcel entered the business. Following the mandate of his father,
he was employed during the next decade, working in all areas of
the business, forming an intimate knowledge of the technology of
wood manufacturing and marketing in every division of the company.
In 1971, Marcel Elefant assumed the presidency of the company,
while Isidore became the chairman. For many years the two men, father
and son, would work closely, travelling together on a mission which
would take the now firmly-established North American enterprise
into an ambitious period of growth, new manufacturing technologies
and increased services.
Marcel Elefant proved himself to be an outstanding marketer and
corporate leader, acquiring various, new manufacturing facilities
and offices around the globe.
In addition, GWV opened trade with China in 1973, setting the company
on the road to true, international expansion. Negotiating with officials
of the Chinese government, General Woods & Veneers was successful
in developing a mutually beneficial business relationship. So successful
was this relationship that, in 1983, the Chinese invited the company
to present a bid for the construction of a slicing plant in Linjiang-Jilin.
The bid, though not the lowest, won the contract. Government officials
explained that their decision had been based upon the reputation
of the company for its state-of-the art technology and outstanding
industry knowledge.
During the same period, Marcel Elefant became instrumental in a
large U.S. expansion programme under the name Genwove U.S. Ltd.
Through the purchase of the Atlantic Lumber Company; a veneer mill
located at Indian Trail, North Carolina, Marcel Elefant began marketing
to the large number of furniture manufacturing companies situated
in the area. Between 1978 and 1981, the facility underwent a major
expansion. The basis for the company group was now established:
General Woods & Veneers Ltd., Swords Veneer & Lumber Co.
and Genwove U.S. Ltd. Today the company is known as the GWV Group
of Companies.
With a strategic plan to expand and develop the organisation's
international presence while closely following Marcel's mandate
"to provide improved products in the most cost-effective way",
GWV set about the challenge of building a world-wide sales network.
A revolutionary concept to automate the slicing and drying processes
was undertaken. The company worked closely with major machine manufacturers
to develop improved production technologies. The success of this
undertaking surprised even the most sceptical industry experts.
These initiatives became yet another trademark of the administration
of Marcel Elefant.
Marcel's personal concern for the sustainability of forest products
also played a key role. GWV's cumulative expertise in every facet
of the wood trade created another important division within the
company's growing roster of capabilities: General Woods & Veneers
International Consultants Ltd.
Recognising that forestry knowledge was invaluable to proper harvesting
techniques and sustainable forestry resources, a consulting service
to the company was integrated into the GWV Group in March of 1986.
Having witnessed the serious lack of advanced knowledge in many
of the world's developing markets, Marcel saw both the advantage
and the necessity of providing these emerging wood-rich nations
with the technologies and techniques of proper forestry management.
To Marcel it was not only a wise business decision, but an attempt
to ensure the proper development and long-term sustainability of
the world's wood resources. GWV Consultants International Ltd. today
represents a valuable addition to the company's world-wide sales
and is considered one of the most advanced forestry consulting organisations
within the forestry and wood manufacturing industries.
In 1990, Marcel Elefant became instrumental in the company's advance
into the former Eastern Bloc country of Hungary. Though the decision
was based upon sound marketing strategy, the initiative recalled
a time when the now elderly Isidore had left his homeland and his
European business nearly fifty years before.
Originally the largest veneer plant in Hungary, processing mostly
beech which is indigenous to the region, GWV began the sizeable
task of re-equipping the facility with state-of-the-art technologies
including sophisticated anti-pollution devices and wood-burning
boilers, 75%-powered by recycled wood chips derived from the manufacturing
process. Situated on 15 hectares of land, about 30 minutes from
downtown Budapest, the new company specialises exclusively in the
production of fine veneer products namely beech, oak, ash, cherry
and maple woods. The company exports hardwood veneer to 20 countries
situated in Western Europe, North America and Asia.
It was for Isidore a very personal triumph. He had at last established
his company in the land of his birth.
Today, Marcel Elefant remains an active executive in his position
as Chairman and Chief Executive Officer of the diverse services
and product manufacturing facilities of the GWV Group. He is also
keenly involved in the development of new sales initiatives.
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