Agrifac joins Hardi Australia in family reunion

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Sprayer specialist adds sister company to its Australian portfolio

Agrifac joins Hardi Australia in family reunion
Agrifac CCO Roeland Coopman, left, and Hardi Australia CEO Bill Franklin.


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Sprayer giant Hardi Australia will look at selling and supporting Agrifac sprayers through its distribution network from January 1, 2019 after the two brands decided to work closer together.

Under the new arrangement, users of Agrifac sprayers will have access to Hardi Australia’s local manufacturing facilities as well as its warehouse, distribution, parts, IT and administration facilities at Cavan, SA.

Agrifac’s existing sales team will now work under Hardi Australia’s supervision, with the company planning to hire a new sales manager to drive the Agrifac business in coming days.

Both Hardi and Agrifac are owned by French company Exel Industries, though Agrifac’s premium sprayer range is manufactured in the Netherlands before being exported to Australia.

Agrifac director of marketing and sales Roeland Coopman says the deal will support his company’s ambition of becoming Australia’s top premium self-propelled sprayer brand.

"Since the introduction in 2011, Agrifac had strong sales growth in all years," he says.

"2018 was again a record year for Agrifac. With the support of Hardi Australia we are able to further boost our growth for the years to come in a sustainable way and ensuring a premium customer experience."

Hardi Australia chief executive Bill Franklin says the deal will give Agrifac owners access to strong logistical support across Australia and New Zealand.

"Hardi and Agrifac sprayers offer different things to customers," Mr Franklin said. "Having both represented by Hardi Australia is intended to deliver synergies on the business and support side," he says.

"Both brands are positioned in quite different market space and, internally, we don’t see any conflict between them," he says.

Franklin says there will be no immediate changes to how each brand is marketed – though he did not rule out exploring synergies into the future.

"As the dominant Exel brand in the Australian market it was logical that the Group leverage Hardi’s assets and resources for the benefit of both brands’ customers," he says.

"Whether a farmer chooses an Agrifac or Hardi sprayer, we will help them optimise productivity through timely and efficient logistics."




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