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From Fine Art to Lubricant Expo: Annie Lindsell on Purpose, People, and Passion
The lubricants industry is often hidden in plain sight, but for those within it, the opportunities for growth, innovation, and community run deep. In this episode of Beyond The Blend, Steve Knapp sits down with Angus MacDonald, co-founder and director of A&S International, to explore a 21-year journey shaped by family roots, global travel, and a clear commitment to education, sustainability, and relationships. What follows is a closer look at the themes Angus shared: Stories that highlight both the human side of lubricants and the transformative future ahead.
Family business roots and global reach
A&S International was founded by Angus and his brother Sean, following years working alongside their father in a South African-based lubricants company. What began as a family business has become a global distributor with representation in more than 40 countries, from Europe to Asia, South America, and beyond. The company combines its own private label brands, such as Mac Lubes and Mac Chem, with international partnerships, creating a network that blends legacy with modern ambition. For Angus, working with family has been a privilege, offering trust, shared values, and continuity in an industry built on long-term relationships.
Travel, culture, and the privilege of global business
Lubricants may not sound glamorous, but Angus has experienced the industry as a passport to the world. Over two decades he has travelled to more than 30 countries, from Caribbean cement plants to Asian pulp and paper mills. These trips have given him not just business opportunities but cultural understanding and lasting friendships. He describes it as a privilege to meet people, share experiences, and learn how industries operate in far-flung places. Far from being limited to boardrooms and airports, the career has opened doors to a global perspective that continues to shape both his business outlook and personal growth.
Balancing tradition with transformation
A key challenge for A&S International is blending heritage with the pressing need for innovation. Angus highlights how the company honours long-standing distributor relationships while embracing sustainability. New product ranges focus on reducing energy use, lowering fuel consumption, and developing biodegradable lubricants. Clients across industries are under pressure to decarbonise, and transitional solutions allow them to move forward without waiting for future fuels to mature. This careful balance reflects the wider shift in lubricants: protecting legacy while positioning transformation as both a responsibility and an opportunity.
The power of storytelling and case studies
In Angus’s view, the most effective way to sell is not through technical jargon or product sheets, but through storytelling. Case studies form the backbone of this approach, demonstrating clearly how a solution saves money, reduces emissions, or extends lubricant life. Buyers increasingly demand evidence before committing, and case studies provide that due diligence. They act as proof points, showing relevance to applications rather than just product features. For A&S, storytelling is not just marketing; it is a method of building trust, creating relevance, and supporting clients in their drive toward efficiency and sustainability.
Training, education, and professional credibility
Angus is passionate about learning, holding multiple professional certifications such as STLE’s Certified Lubrication Specialist and ICML’s MLT and MLA. He believes credibility comes not from selling products but from understanding applications and solving real-world problems. Throughout his career, training has been central: from educating distributors and end users to speaking at international conferences and summits. Education reinforces trust, strengthens partnerships, and attracts new talent into the sector. In a world where buyers expect informed expertise, professional development remains a cornerstone of Angus’s philosophy and a key differentiator for A&S International.
The role of distributors and human-to-human trust
For A&S International, distributors are not middlemen but vital partners. They provide local presence, technical expertise, and the ability to “turn up” for clients. Angus stresses that success lies in value-added service, not just moving product. Regular training, close communication, and strong relationships ensure that distributors deliver on the same values that A&S stands for. Despite the growth of digital tools, face-to-face engagement remains essential. As Angus notes, many of the most significant business developments still come from personal conversations, whether at an academy, a roundtable, or even over lunch.
Sustainability as the future focus
Looking ahead, Angus is clear that sustainability is not optional. A&S is focused on solutions that reduce greenhouse gas emissions, extend lubricant life, and offer eco-friendly alternatives. Transitional products such as eco fuel conditioners are helping heavy industries achieve decarbonisation while still reliant on fossil fuels. Other innovations are extending lubricant life to reduce waste and environmental impact. Sustainability is not a marketing line but a strategic focus, and Angus sees it as the main driver for the next decade. For A&S, growth and sustainability are now inseparable.
Relationships as the golden rule
If there is one principle Angus holds above all others, it is the value of relationships. Whether with family, distributors, clients, or the wider lubricants community, relationships are the foundation of success. He describes the industry as inclusive, collaborative, and built on trust that stretches across decades. These human connections create opportunities, foster loyalty, and make the lubricants sector more than just a market; perhaps it becomes a community. For Angus, nurturing these bonds is the simplest and most powerful lesson he can pass on to others entering the field.
Summary
From family foundations to global reach, from rugby pitches to refinery floors, Angus MacDonald’s story is one of tradition meeting transformation. His emphasis on education, sustainability, and storytelling reflects where the lubricants industry is heading, while his unwavering focus on relationships shows what makes it strong. For those listening to Beyond The Blend, his journey is both a blueprint and an inspiration and a reminder that lubricants is not just about products, but about people, trust, and progress.
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