Performance Enhancers

Tetra Gun Care believes its products do more than simply help keep a gun clean and lubricated. They also enhance its overall performance.

Greg Cohen has worked in the defense and outdoor sporting goods markets for over three decades, beginning with publicity work on Spectra fishing line. For more than two decades he has, within the gun-care category, headed sales and marketing for Mil-Comm Products, followed by a general manager position with Tetra when the company was owned by FTI, Inc. Cohen became president of Tetra when Tetra was sold to Engineered Materials, Inc.

SHOT Business: What do you see as the biggest challenges facing the industry in the next five years?  

Greg Cohen: Unfortunately, government regulations hindering our ability to do business is a growing obstacle, and I don’t see that getting better.

SB: What opportunities do you see? 

GC: Ironically, we are benefitting from woke big-box retailers who are stepping away from the shooting sports. This actually improves business opportunities for most of our customers, namely the independent FFLs.

SB: When you get up in the morning, what gets you excited about working in the industry? 

GC: Working with the people within our industry helps take a little friction out of my world. And, I believe in our products and enjoy introducing them to new customers.

SB: In a very competitive world, how does Tetra stay ahead of the pack? 

GC: That’s a great question. Simply put, attentive customer service. Sounds simple, but I know that is hard to come by nowadays. 

SB: Recently Tetra went through a change of ownership from FTI to EMI. How has Tetra benefitted from this change in ownership?

GC: EMI can more quickly adapt to situations to ensure customer satisfaction.

SB: The company also relocated to North Carolina. What are the advantages of this relocation? 

GC: As a lifelong New Jersey resident who left many 2A friends behind, I just want to say that the environment here in North Carolina is far friendlier and more conducive to success for companies in our industry. And there are clear economic benefits.

SB: What are the developing trends in gun care products and how will Tetra respond to them? 

GC: I never wanted to chase trends, though I am flattered by ideas of mine that have inspired others. But the big picture is really quite simple: be consistent and reliable. Just in the gun lube category, how many trendsetters who disappeared can you remember?

SB: Tetra has an extensive product line, ranging from lubricants and solvents to cleaning rods and other accessories. One way for dealers to let customers know of these products is through point of purchase merchandising displays available through your Premier Dealer Direct Program. How does that work? 

GC: Tetra Gun has always believed in POP investment for its customers, and we make it so simple for stores that they get a little suspicious. Buy the display loaded with product, and we will ship it to you. No tricks. No excessive buy-ins. To answer you more directly, we have many smaller dealers, but they are less likely to make purchases on the display furniture scale, though any store will thrive with better merchandising, every time.

SB: Without giving away proprietary information, what made the original Mil-Spec-inspired CLP formula so effective?

GC:  All of the Tetra Gun care lubricant-themed products feature the company’s famous fluoropolymer additive technology, based on the original 1985 synthetic gun lubricant patent, whether it is the well-known white grease, lubricant oil, Triple Action CLP liquid, lubricating wipes, or Gun Spray.

SB: What about your current products?

GC: Action Blaster is a cleaner-degreaser aerosol formula that provides the cleaning ability to remove fouling from gunmetal. The original, stronger formula has been replaced with the synthetic and safe Action Blaster II product. There is no lubricant in this mix. It is pure cleaner.

In a similar way, Tetra Gun’s original Tetra Gun Spray has been replaced with the Tetra Gun Spray II or Triple Action products, which are essentially the same. This product is basically a CLP (cleaner, lubricant, protectant), combining cleaning performance, followed by surface lubrication and protection. A unique aspect of this lube spray is that it doesn’t have an oily finish, something we know many people prefer.

All of the Tetra Gun care lubricant options deliver the performance the gun-user community needs. You can either go with the CLP, or the C+LP route in maintaining your guns. In other words, you use the all-in-one product, or you take the time to clean and then lubricate and protect.

You get the CLP effect with the Triple Action aerosol mentioned above, as well as with the Triple Action liquid and the Lubricating Wipes products, all of which are based on the original Mil-Spec-inspired CLP formulation.

As opposed to other product brands, some of which could be considered similar, the Tetra brand falls under the “synthetic” heading. My point is this: you get best results from a product that provides a barrier between two surfaces of gunmetal to minimize friction and prevent wear and operational failure so that you can maintain a firearm in fire-ready condition.

The alternative is a bunch of mostly solvent-based petroleum-oil products that, in my opinion, simply don’t hold up. There is thought, testing, and proof behind our technology and those of similar products. And, considering the performance of Tetra products, they are very reasonably priced. As long as the user follows the directions, they will be pleased with the results.

SB: What tips would you give retailers to help sell your products?

GC: In retail, it is important for counter staff to understand these general concepts and how to differentiate between choices on the shelf because I know that consumers can be easily confused. So, know what you are talking about, diagnose the customers’ needs, and educate them to help them to make the right choices. (tetraguncare.com)