Investment in new product development and marketing has increased a Lincolnshire agricultural machinery manufacturer’s annual turnover by 40%.
Agricast, which supplies replacement wearing parts to farmers, saw its turnover almost double in 2018.
2019 has started equally well for the company, with January’s sales up 70% year-on-year fuelled by orders for new products.
Last summer, coinciding with the expiry of the patent on the Simba Double Disc Ring, Agricast introduced its Press Roll Ring, a more durable and enhanced poor weather replacement. Since its launch in June 2018, Agricast has sold over 1,000 rings.
William Robinson, general manager of Agricast, also invested significantly in research and development to introduce a new High Strength Wheel. Orders for the super strong, 24-inch diameter, eight spoke wheel which fits most leading machines, including Cousins, Dal-Bo, HE-VA and Twose, helped boost January’s sales.
“We enjoyed an excellent 2018 and this year has started in a similar way, with lots of enquiries and interest in our products from people at the LAMMA show in January. As well as investing in developing new products, about this time last year we adopted a new approach to marketing, which appears to have made a difference to our sales, which is really pleasing.
“We have several new products under development, and we will continue to focus on what we think has contributed to our success so far – excellent customer service, the lowest prices possible and a comprehensive range, meaning that farmers can get the replacement parts they need, when they need them and for a price that is attractive.”
Being an internet-based supplier has helped Agricast increase its export sales, with overseas customers accounting for 5% of orders in the last quarter. Since the start of the year, shipments have left Lincolnshire for Lithuania, Zambia, Malawi and New Zealand.
The increase in orders for smaller consignments of replacement parts has been mirrored by the number of customers requesting full machine refurbishments. In 2018, Agricast’s team completed full upgrades on seven Cambridge Rollers, six Presses and five Disc Cultivators. As well as supporting farmers who don’t have the facilities to refurbish machines on their premises, Agricast has also seen as an increase the number of orders for bolt-on replacement units, featuring complete axles, bearings and rings or discs for machines.
Established in 1987 and based on the family’s Lincolnshire farm, Agricast is the UK’s leading Cambridge roll ring specialist and also supplies a wide range of press rings, disc blades and subsoiler wear parts. The company also offers bespoke alterations and fabrication services.View all News