AFGRI Equipment hosted customers, suppliers, special guests and employees at its grand opening for the new South Guildford, Western Australia premises in September with around 250 people attending. The 11,000 square metre facility was transformed into a perfect platform to showcase the full range of John Deere products for forestry, agriculture, turf, golf, construction and CCE equipment. Source: Timberbiz
“We are a dealership that has reached an agreement for all the product lines John Deere supply,” AFGRI Equipment Australia operations director Gollie Coetzee said.
“We are very proud to have accomplished this because we are still, in the southern hemisphere, the only company that has all the franchises that Deere has to offer.”
With the red carpet rolled out, guests were able to tour the new facilities in full and meet employees and special guests who had travelled from around the world to view and discuss the benefits the new premises would provide.
After the opening tour, guests were ushered into one of the facility’s construction workshops which, for the evening, had been converted into an impressive venue. There were presentations and product range reveals were supported by live music, light displays and smoke machines.
Mr Coetzee said AFGRI Equipment aim to be market leaders and that would only be possible by showcasing the right equipment.
“Only a few years ago, we were 79 employees and three branches and since then we have grown the business and we now have economy of scale,” he said. “We have moved to more than 322 employees over a matter of five years.
“Without the board and the direction, we received from our board members, this could not have been accomplished.”
AFGRI Equipment Australia is part of the AFGRI Holdings Group network, a company that has a footprint in 14 countries around the world.
AFGRI Equipment Australia chairman of the board Patrick Roux said the new facility was “just the tips of the ears of the hippo” when it comes to AFGRI’s approach behind the scenes and continued investment.
“We have never taken a cent out of WA – we have reinvested everything in WA and we are going to continue to reinvest so that our customers get a better and better experience.
“It’s staff, it’s infrastructure, it’s tooling, it’s technology, it’s a lot of development that we need to fund, and we are glad to do it,” Mr Roux said.
