Hardware and wiring company Whites Group has established a specialised rural division, Whites Rural to focus on its agricultural products and clients.
The company, which manufactures the renowned Stockpost fencing post range and a variety of agricultural tools decided to relaunch its agricultural division under the Whites Rural name to better reflect its commitment to regional Australia.
“So many of our customers and retailers are based in rural areas and we want them to know we are behind them with our products and our business,” Whites Group general manager Mike Kelly says.
The evolution of the Whites Rural brand began in 2012 with the launch of the Stockpost range. In early 2014, Whites Group expanded their presence in the rural market when they teamed up with fencing materials manufacturer Frauenfelder.
Under the partnership, Frauenfelder produced Whites Rural products at a purpose-built plant in Albury, New South Wales.
Kelly says expanding manufacturing to regional Australia resonated with Whites’ core values as an Australian-owned and operated brand, and led to a renewed focus on giving back to the community.
“We’re getting back to our roots, working in regional Australia and listening to what our customers want,” he says.
“We want to deliver products that continue to meet our customers’ changing needs.
“We’re really proud of the R&D that went into Stockpost and this sets the standard for ongoing improvement at Whites Rural.”
The new Whites Rural brand will be focused on bringing the company’s Stockpost, fencing, gates, tools and accessories under one umbrella, with a no-nonsense approach to quality, service and merchandising.
“Our customers and retailers don’t want bells and whistles. They want real service, quality products and a complete range they can depend on,” Kelly says.
Whites Rural packaging is currently rolling out into stores with a bold-looking Whites Rural logo and a simple black, white and orange design.
Visit Whites Rural’s website to find out more or to view the product range.