From festive celebrations to scientific research, Supagas supports a wide range of industries by ensuring a reliable supply of helium – and navigating the logistical challenges of a volatile global market.
Helium is something that everyone knows about but rarely puts much thought into. When people do think of it, it’s usually in connection with birthday party balloons or other recreational and decorative uses.
“That’s what most people associate with helium,” Monica Atkins, sales manager for helium at Supagas said, “but people might be surprised by the variety of its uses – including many scientific and medical applications.”
One novel application Atkins notes is the use of helium balloons to conduct offshore deep-sea fishing: “People often find that one a bit unexpected when I tell them.”
For her part, Atkins manages sales and distribution of helium to the retail sector: “Anyone putting helium into a decorative balloon, that’s us.”
Balloons everywhere you look
“Decorating is still the biggest industry for helium,” Atkins said. “But the fastest-growing market is variety stores.”
Once upon a time, people would go to dedicated party shops for balloons, but now, the kind of variety store found in every major shopping centre has taken over.
Beyond parties, helium is also in demand for advertising purposes, particularly with businesses looking to generate foot traffic.
“Car yards, gyms, real estates, and even big box stores use helium balloons to attract attention,” she said.
Large events like the Sydney Royal Easter Show are also major consumers of helium, where Supagas supplies tens of thousands of dollars’ worth of gas.
In addition, many recreational and entertainment venues – such as play centres, ice skating rinks, and kids’ hairdressers – use helium as part of their services.
“A lot of places offer balloons to kids as a reward or as part of birthday packages,” she said. “It’s become part of the overall customer experience.
“Helium balloons serve a great many purposes across industry, so we’re ready to support customers provided they’re using and disposing of balloons in an environmentally responsible manner.”
Managing supply in a volatile market
Ensuring a steady supply of helium is no small feat, particularly given the volatility of the global helium market.
“Helium is a by-product of natural gas mining, and it’s a finite resource,” Atkins said. “When demand increases, especially for large events, the challenge is meeting that demand without compromising our other customers.”
To manage this, Supagas uses large storage vessels called ISOs, but the cost of storing helium long-term is high.
“It is expensive to stockpile huge amounts, so we have to be smart with our supply chain,” she explained.
After the political instability in Russia – a key helium supplier – caused shortages in 2022, Supagas increased its stock levels as a precaution.
“We have a bit more helium on hand now than we used to, just to mitigate any supply issues,” she said.
Overcoming event-specific challenges
Large events pose logistical challenges, especially when the timing of deliveries is critical.
“The biggest issue is that customers don’t want helium sitting at the venue too early,” Atkins noted. “But delivering on the day of the event can take up a lot of truck space and disrupt other deliveries.”
For major events like the Sydney Royal Easter Show, where Supagas supplies multiple cylinders of helium, coordinating deliveries without affecting regular customers is a balancing act.
“We work closely with our logistics team to make sure everything runs smoothly,” she said.
“Having a flexible team is crucial in addressing last-minute requests and ensuring that all customers are taken care of, even under pressure.”
‘Yes we can’ (supply helium)
The ‘Yes We Can’ ethos at Supagas is central to Atkins’ approach in managing the helium product team.
“We pride ourselves on going the extra mile for our customers,” she said.
Whether it’s a late-night emergency order or a last-minute delivery to a big event, her team works to make things happen.
“I’ve personally gone out on weekends to deliver helium to a customer who needed it urgently,” she recalled.
This hands-on, can-do attitude is what sets Supagas apart: “We’re not just about selling gas. We’re about ensuring our customers get the best service possible, every time”.
It’s a philosophy that drives everything Supagas does – keeping events filled with helium and customers satisfied.
To learn more, visit www.supagas.com.au/categories/_helium