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Imitation vs Innovation: The Hidden Cost of Counterfeit Parts in Australian Mining

In Australia’s demanding mining industry, where reliability and performance are critical, the integrity of every component matters. From conveyor belts to rollers, the quality of materials used directly affects operational efficiency, safety, and long-term profitability. 

Counterfeit and imitation parts that fail under pressure are increasingly threatening industry performance and profitability, and the impact continues to grow. At Fenner Conveyors, we are proud to have set the benchmark for quality and innovation of conveyor solutions for decades. Our conveyor belting, systems and components are engineered to withstand the harshest conditions and excel in Australian mines, where reliability is essential. This reputation has made us a frequent target for imitation, with competitors attempting to replicate our products – unfortunately often with serious consequences for our clients.

The Cost of Counterfeits

Globally, counterfeit components cost the economy between $1.7 trillion and $4.5 trillion annually, according to the International Anti-Counterfeiting Coalition (IACC). In sectors such as mining, where equipment failure can halt entire operations, the stakes are even higher. Counterfeit parts may appear legitimate, but they are typically made from inferior materials, lack rigorous testing, and fail to meet the specifications required for safe and efficient performance.

Our team experienced this firsthand during an overland conveyor project with a major iron ore mining client. Our CPS brand, renowned for its Yeloroll HD composite roller technology, was bypassed in favour of a competitor’s imitation product. Within just 12 months, the knock-off rollers began to fail, falling well short of the genuine Yeloroll HD’s typical eight-year lifespan.

The consequences were immediate and damaging. Site personnel, unaware of the substitution, mistakenly attributed the failures to CPS. It took a comprehensive field analysis by CPS engineers to uncover the truth: the failures were caused by poor design and substandard materials in the imitation rollers. Fenner ultimately replaced the faulty components with genuine Yeloroll HD rollers, restoring both performance and trust.

This isn’t the only time the Fenner brand has experienced such counterfeit.

A particularly egregious example came from Fenner Dunlop Conveyor Belting Netherlands, our global counterparts in the North. 

A competitor imitated Fenner Dunlop Conveyor Belting on product documentation and packaging of belt coming out of China for a client in Africa. The instance was reported as suspicious to Fenner Australia by supply chain partners and thanks to this, Fenner pursued an investigation.

This case was particularly troubling as the competitor went as far as falsifying agency agreements and misrepresenting Fenner’s authority. For our brand globally, it underscored the importance of robust brand protections and legal recourse in international markets. For our clients, the case also highlighted vulnerabilities in global supply chains and why there is no substitute for a genuine product.

The Double-Edged Sword of Imitation

While imitation may be considered a form of flattery, in industrial sectors it can be a costly deception. For Fenner Conveyors, the damage goes beyond lost contracts and threatens the integrity of our brand. When counterfeit products fail, the blame often falls on the company being imitated, especially when customers are unaware of the substitution.

This reputational risk is made worse by the complexity of modern supply chains. As manufacturers face rising costs, shifting tariffs, and volatile global partnerships, they may be tempted to source components from unfamiliar vendors offering lower prices or faster delivery. Without rigorous vetting, these decisions can introduce counterfeit parts into the supply chain, undermining product reliability and brand credibility.

Lowest Lifetime Cost

Fenner’s market strategy is built on a simple but powerful principle: lowest lifetime cost. Rather than competing on upfront price, Fenner focuses on delivering products that last longer, perform better, and require less maintenance. This approach not only reduces total cost-of-ownership but also supports sustainability by minimising operational waste and replacement cycles.

Counterfeit parts, by contrast, risk premature failure, which can lead to unanticipated downtime and maintenance or replacements costs. In mining operations, where equipment uptime is critical, these failures can result in millions of dollars in lost productivity.

“The overland conveyor incident was a turning point for our team. It showed how quickly misinformation can spread when imitation products fail, and how vital it is to maintain technical credibility in the marketplace,” said David Landgren, Executive Director of Fenner Conveyors.

“In response, we did not just defend our product in the market. We elevated our processes, tightened our controls, and reinforced a culture that treats quality as a shared responsibility across the entire business.”

Strengthening Defences: Quality as a Shared Responsibility

Fenner Conveyors has since implemented enhanced detection strategies to combat counterfeiting. Across its brand portfolio, incoming materials undergo rigorous quality control, including visual inspections and comparative testing. Quality teams are trained to identify red flags such as discrepancies in documentation, unusual packaging, or inconsistent test results.

Our internal culture supports these efforts through a robust Quality Management System (QMS) and a continuous improvement mindset. While third-party audits play a supporting role, Fenner Conveyors emphasizes the need for its own deep inspections. Quality starts with ownership; for Fenner Conveyors, that ownership is shared and reinforced across every function.

Innovation and Education: Building Long-Term Resilience

Beyond detection, we are investing in long-term strategies to make our products harder to replicate and easier to authenticate. Advanced branding solutions such as laser etching, along with embedded chips that can log installation and maintenance timestamps, while supporting lifecycle planning the client.

Education also plays a critical role. We have increased our technical outreach during tender processes to help customers distinguish genuine products from imitations. Training programmes across portfolio areas of belting, rollers and pulleys establish trust with clients, helping them to understand the steps taken during manufacturing to ensure performance on-site.

Transparency is key. By extending awareness through our distribution and customer networks, Fenner empowers clients to make informed decisions and navigate supply chain uncertainty with confidence.

Looking Ahead: A Call to Action for the Mining Sector

For newcomer suppliers confronting counterfeiting risks, the message is clear. Invest in understanding the landscape, prioritise quality internally, and stay informed of technological advancements. The cost of inaction is too high, not just in dollars, but in trust, safety, and reputation.

In the end, there is no substitute for a genuine product. Fenner Conveyors’ products are often imitated but never replicated.

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