Tony Choo Named Genesis Director of Asian Operations

Genesis and Paladin hope new hire will lead to increased market share.

August 8, 2011
Recycling Today Staff
Personnel Activity

Genesis Attachments and Paladin Brands, Superior, Wi., have named Tony Choo Director of Asian Operations for Paladin Brands Asia, a division of Singapore-based Dover Asia Trading.

Choo will be responsible for developing a dealer/distributor network and bringing the full range of Genesis attachments, as well as tools offered by other Paladin Brands companies, to new and existing customers in the Asia Pacific region.

David Palvere, Genesis director of business development, says, “Obviously, this is a region with tremendous sales potential, so there are opportunities to gain market share. However, it is also an area with many cultural challenges which take a seasoned professional to navigate, and Tony is the right person. He brings more than 20 years experience in equipment sales to the position and has a proven track record of building strong distributor and end-user relationships. In a region that is home to more than 2.2 billion people, we are extremely fortunate to have a person with his skill and expertise representing the Genesis and Paladin names.”

As Director of Asian Operations, Choo’s efforts will be focused on all major Asian markets, including: Singapore, Japan, Korea, China, Taiwan, Thailand, India, Malaysia, Australia and New Zealand.

Fluent in Mandarin and English, Choo’s focus will be on equipment sales for the scrap recycling, demolition, construction and reconstruction industries.

 More information can be found at