AUSTRALIA is a tough market for seeding equipment, farming everything from sands to self mulching clay, sometimes in the same paddock.
North American manufacturer, Morris Industries decided to come and see for themselves, with members of the senior leadership team and engineering division recently travelling to meet with farmers and dealers from across Australia.
Morris, president and chief executive officer Ben Voss, said the company was sending more resources and people to Australia.
Mr Voss said talking directly with farmers was important to ensure a thorough understanding of the requirements for one of its most important markets.
Morris, research and design engineer, Ryan Green said Australian farmers demanded durability.
“Australian farmers have the capability to use their machinery over much longer periods and they operate in much harsher soil conditions, which has put the focus on durability,’’ he said.
“This has really driven the design of future machines from Morris, for example, chrome pivot pins are being used with some machines because of the success chrome has had in Australian seeding conditions.”
Mr Green said input control technology (ICT) was a popular feature for Australian farmers, citing potential savings in seed and fertiliser as the driver.
Morris, director of Australian marketing and sales, Don Kirkwood said the company was looking at new technologies to strengthen the framework of its machines, ensuring they were suited for large horsepower tractors and local conditions.
“Machines for Australia need to be leading edge, incorporating elements like ICT and they must be durable enough to handle the conditions and have a five-year wear life before having to be rebuilt,’’ he said.
Mr Kirkwood said another strong focus for the future would be in bulk assembly.
“The assembly warehouse will have components to build the full range of sizes, with vendor purchases, such as tyres, hydraulic components and hardware nuts/bolts, being shipped direct to the assembly depot,” he said.
Mr Kirkwood said Morris and its national distributor, McIntosh Distribution, had made strong commitments to the Australian market with infrastructure and personnel across the country.
McIntosh, director, Cam McIntosh said he was impressed with the renewed emphasis by Morris to develop products suited to Australian farmers.
“They are taking a serious look at what the exact requirements are for the Australian farmer,’’ he said.
“Morris personnel are visiting Australia with increasing regulatory to gain direct feedback from end users.’’
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