Armour Valve’s New Purpose Statement


Sustainability Ven Diagram in Chalk

We are excited to announce that Armour Valve has adopted a new purpose statement:

“We exist to transform infrastructure for a healthy, thriving planet.”

This purpose reflects our commitment to not only provide high-quality and safe solutions but also to make a positive impact on the environment and society through our work as a company. By delivering resilient infrastructure solutions, we play a critical role in building a more sustainable and livable world for future generations.

Armour Valve has always been committed to helping our customers increase efficiency, reduce costs, and improve safety by supplying top-quality equipment for challenging applications. We are proud to be involved in several new initiatives and programs that align with our purpose and values.


Why & How Our Purpose Statement Was Created

When Ian and Sally Braff took over Armour Valve, they set out to build a people and family first business where enduring relationships based on trust could take root. As a family business, it is important to us to create a lasting legacy that future generations will be proud of.

Older Photo of the Team

Liz McBeth, President of Armour Valve, has been a long-time champion for positive social and environmental initiatives at the company. As a second-generation family business leader, she has observed demographic and legislative changes over the years and has a clear vision of how these changes will impact the industries we serve and what this will mean to our business. With her leadership, Armour Valve will support our customers and suppliers in working towards their own sustainability goals.

Present Day Team Photo

Our purpose is our collective “Why”; it’s the reason that we exist. It was developed through interviews with our employees about their values and what they value most about the work that they do. Our employees strive to help others solve problems and to provide long-lasting solutions that improve customer processes. By working towards a common goal of transforming infrastructure for a healthy, thriving planet, Armour Valve will support the customers, suppliers, and communities that we serve through the current energy transition and into the future.


Purpose-Related Goals & Initiatives

Conval GraphicArmour Valve works with many different industries that are critical to quality of life and are transitioning to cleaner modes of production. These include energy and power generation, fertilizer, oil and gas, chemical and petrochemical, and others that have a significant impact on our society and economy. We recognize that they are all adapting to become more sustainable.

We carefully select our products to meet or exceed industry standards for safety and emissions. Conval Inc. manufactures valves for the world’s most demanding service that can be repaired in-line, saving time and money and reducing waste and downtime.

VRG Controls prioritizes environment, social, and governance (ESG) performance in its product design. Its range of VPC Valve Pilot Controllers, designed to reduce emissions and capture and carbon for reuse, was recently highlighted in Valve World Magazine.

As part of our dedication to our purpose, we have also pledged to participate in the Government of Canada Net Zero Challenge and the Family Business Sustainability Pledge. We encourage other businesses to consider committing to these or similar initiatives to support our future economy and the health and livelihoods of the next generation.

The Net Zero Challenge, initiated by the Government of Canada, encourages private sector companies to contribute to Canada’s goal of achieving net-zero emissions by 2050. This challenge aims to normalize net-zero planning business practices, build momentum through guidance and leadership, reduce greenhouse gas emissions, and position Canadian industries to be competitive in the global net-zero economy. Armour Valve will submit our preliminary net zero plan in January 2024.

The Family Business Sustainability Pledge encourages family-owned businesses to establish indicators and targets for sustainability to work towards a purpose-driven business model and sustainable development. Those who sign the pledge commit to sustainable growth, environmental stewardship, social inclusion, and good governance. We are benchmarking our performance in preparation for reporting and setting goals for improvement.




Looking Towards a Brighter Future

Armour Valve is dedicated to being a balanced and welcoming working environment where our values and priorities are aligned with those of our employees. Ensuring that our employees’ voices and values are represented and demonstrating that our purpose is acted on throughout our organization are key to living our purpose.

We also want our purpose to resonate with future employees. We introduced an internship program originally as an internal initiative for the children of employees to gain work experience. We then opened this program to local youth from underserved backgrounds. After a pause due to COVID-19, we are excited to welcome students back to our team by creating quality learning and development opportunities for interns and co-op students at Armour Valve. We learn from them too.

Armour Valve will continue to serve our clients and provide them with the solutions they need to maintain and improve their current processes while striving to select, promote, and prioritize technologies that lead to more sustainable use of resources and means of production. We look forward to contributing to a brighter future and would like to thank our employees for their contribution to this initiative and to acknowledge the United Way of British Columbia Social Purpose Institute for being an incredible resource and assisting us with the creation and implementation of our purpose:

We exist to transform infrastructure for a healthy, thriving planet.

Armour Updates

Armour Valve is committed to keeping up to date on news, insights and trends that impact the clients we serve. Our blog features industry content and company updates to keep you in the loop.

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Marc Soucy, P.Eng

National Sales Manager

I am a mechanical engineer with 30 years of plant, sales and service experience. I have been on both sides of the desk and can relate with you when issues arise in the plant. You can trust that I won’t recommend a product unless I know that it will do the job for you.

Marc Soucy, P.Eng

Directeur des ventes nationales

J’ai un diplôme en génie mécanique avec 30 ans d’expérience dans les usines, les ventes, et le service. J’ai été de chaque côté du bureau et je comprends lorsque des problèmes font surface dans l’usine, l’importance que l’on doit y apporter. Vous pouvez être sûr que je ne recommanderai pas un produit à moins que je sache qu’il convient à votre application.