Coerco Brand Story
Built in the Wheatbelt
Some manufacturing companies begin in big cities, close to ports, suppliers, and large markets.
Coerco began somewhere very different.
Dalwallinu is a small rural town in Western Australia’s Wheatbelt, about 250 kilometres north-east of Perth. It’s surrounded by farms, long roads, and the kind of practical industries where equipment simply has to work.
It’s also where Coerco has built its reputation.
We recently sat down with Adam Jackson, General Manager of Operations, to talk about the company’s journey — from its early agricultural roots to becoming a supplier of liquid storage and treatment systems across multiple industries.
Today Coerco manufacture and supply industrial process tanks, floatation systems, and other custom solutions built for Australia’s toughest projects.
From Agriculture to Industry
The business was founded by Adam’s father in the early 1990s, beginning manufacturing in 1995.
Being located in the Wheatbelt shaped the company’s first market.
Agriculture.
Farmers needed reliable liquid storage and handling systems, and being close to the industry meant Coerco could understand those needs firsthand.
Over time, the company’s capabilities expanded and today Coerco designs and manufactures rotationally moulded solutions used across:
Agriculture
Commercial and industrial sectors
Mining and resources
Water treatment and storage
What began as a regional agricultural supplier has steadily grown into a specialist manufacturer serving industries across Western Australia and beyond
Today the team is 150+ strong, and in 2024 was Certified by Great Place to Work!
Why the Brand Had to Change
For many years the business operated under the name Rapid Plastics WA.
Within agriculture, it was a well-known and trusted brand.
But as the company moved into commercial and industrial sectors, something became clear.
The name no longer reflected who they were.
As Adam explains, the word plastics can sometimes give the wrong impression in markets where customers expect engineered, high-quality infrastructure products.
At the same time, the business had started using different brand names in different markets — which began to create confusion.
Customers were asking a simple question:
Which company are you actually dealing with?
The answer was to start again with a single identity.
In 2016 the company rebranded as Coerco.
Today the brand Coerco is stronger than ever
Why Branding Matters in Industrial Products
Even in sectors where performance matters most, branding plays an important role.
For Adam, it comes down to a simple principle.
Your branding should reflect the quality of the product behind it.
If a company is producing high-quality equipment but presents it with poor or inconsistent branding, the product itself can appear lower value.
In other words, presentation shapes perception.
Clear, durable branding ensures that customers can recognise a product, identify its origin, and associate it with the reputation of the manufacturer behind it.
A Long-Term Partnership
Coerco has been working with PSI Brand since 2009, long before the company’s rebrand.
Throughout that time the focus has remained simple: making sure the branding on their products reflects the same standard as the products themselves.
For Adam and the Coerco team, consistency and reliability matter most.
The branding has to complement the product, and the supplier behind it needs to continue evolving.
As he noted during our conversation, one thing he values is the willingness to keep innovating — constantly improving solutions and bringing new ideas forward.
And with a unified brand now representing that work, the next chapter of Coerco’s story is already underway.