Geoff Moore the story of a fourth generation windmill man

How did you get started in the machinery game?

As the fourth generation of a 150 year old business, I was born into the business and it has been my life’s work for the past 45 years.

What name does your business trade under and what was your first role?

The company is W.D. Moore & Co. and I began my career in a division outside the Ag industry. But Windmills and water pumping were a part of what I grew up with. As a youngster (about aged 6) I would go with my father when he went out on jobs.

Tell me a bit about it, anything interesting happen

Even from an early age I was involved in making decisions for the business particularly regarding the Windmill. In 1969, father and I discussed the future of windmills held. He told me that in 1949, he believed the business might only have had 20 years left before something replaced them. Again in 1969, we both agreed that our firm might have another20 years left in the windmill business. 1989 and 2009 both pasted, and my feeling today is that we might still have another 20 years left in the windmill business.

Did you have a career plan at all or did it just evolve?

I have never deviated from the earliest childhood belief that I would spend my life in the family business.

Do you remember a worst day at work and if you can, tell me what happened?

Life has changed. For more than forty years I have worked with the belief that you come to work for two reasons - to make a living (we have never wanted for much other than sustenance and coverage), but the second reason is the most important - you must have fun. Today times are tough, and we have sold half the business. The second reason is no longer valid. We have had tough days before caused by drought and floods, low commodity prices and even government interference. But nothing compares to lack of job satisfaction.

And to balance things, what about the best day at work, what happened and when?

Better than 14,600 days have been the best days at work - enjoying the people who work with you, and the customers you have. Add to this the loyalty of suppliers who stick with you despite the hard times.

Was this your first career choice?

Yes, as I said earlier I was born into this business. I never thought about anything else.

How many different jobs have you held during your career?

I have only worked in the one company as I said but I really did everything.

The positions involved floor sweeper, office boy, technical writer, manager, general manager, managing director, teacher, mentor, public relations, and motivator

Describe the best role you held in the company.

Any of the above, each position led me on to the next role. Grooming me for the job I hold today.

Tell us about any favourite times you can recall during your career?

Two times stand out. The first being the development of the Solar Water Pumping Division of our company, and the second is the work I’ve done to support the Windmill Contractors and helping them to build better businesses.

What was the best product or service you ever owned, sold, or worked on?

It's still the windmill.

And the most important innovation you’ve seen or been part of what would that be?

The development of the "Australian Windmill Contractor Association", has offered a strong voice to individuals and a combined strength to tackle the larger issues of regulation as a united voice. The other innovation which has revolutionised our industry in my opinion is the Poly-Rod Borehole system for Windmills. For us it is proving to be more robust, more cost efficient and easier to maintain than the traditional system of steel pipes and rods.

Now about school, how far did you go and have you done any study after leaving?

I completed Year 12, and then spent one year at uni studying engineering but left at the end of that year only being successful at snooker. Then as and when my role demanded I completed various business studies.

What is that you are doing today, and who do you work for?

Same as always, I am still here at W.D. Moore & Co.

Can you tell us what you see any challenges the industry will face over the next few years?

Greed will emerge and the biggest problem for all business. What comes after China?

That’s a great question and every business is asking it. I hope our readers open up with their comments and thoughts on it.

Finally is there any advice you can give to anyone considering a similar career?

There is plenty of room in the renewable energy water pumping industry. A good living can be made, and all are welcome. You have to be prepared to work hard, be honest, and seek advice from others in the industry - if others are willing to help, embrace them as mentors. If they are unwilling they will become your competitors

Thanks Geoff for taking some time out of your day to participate in the project. The Farm machinery industry relies on so many different facets and trades that serve our needs. Your story helps to shed some light on the windmill and pumping side of our business.

Thank you.

John Henchy

I was bought up in Kenya, East Africa.

My Dad became the manager of a sisal estate and that was my first brush with Agriculture at around 11 years of age. Soon after he leased a small farm where we grew pyrethrum (a natural insecticide), wheat, barley and milked a few cows and sold the milk to the local Indians from which they made ghee (widely used in Indian cuisine).

Most of my education was at boarding school and as was the norm sport and extracurricular activities were encouraged to fill the gap, being away from home. Sport played a big part but I was also involved with the Young Farmers’ Club of which I was the chairman in the latter years. Young farmers gave us an opportunity to visit different farms and agribusinesses and of course the opportunity to get away from school at any opportunity was welcomed.

When I left school my parents thought that I should be exposed to how others lived and being of English extract suggested I go to England! My Mum had an uncle who worked at Ransome Sims and Jefferies in Ipswich, Suffolk, manufacturers of farm machinery, and he was able to get me enrolled in  what they called a special apprenticeship. It meant that we were exposed to all the different departments in the factory and it gave me a good rounding of what was involved with manufacturing, marketing and sales.

Sandwiched in-between my time at Ransomes I went to an Ag college in Writtle, near Chelmsford, and became a Graduate of the Institute of Agricultural Engineers.

When I finished at college I went back to Ransomes and worked in the technical sales department and as a result became very familiar with the joint venture they had with the Ford Motor Company where they made implements to complement the Fordson Tractor range.

My parents had written to me (no email in those days!!) to say that the future, for Europeans, in Kenya was not looking good so they suggested I look to settle in another country. As my Dad had a brother in Horsham, Victoria, he had made the decision he and Mum would come to Australia so it made sense for me to follow, I arrived in 1962 – I never did go back home to Kenya!!

Because I knew a number of the Ford tractor folk in England, when I was at Ransomes, and they knew I was moving to Australia they suggested that I contact Ford Australia because they were looking for young people, I followed that up and it was agreed that we should meet when I arrived in Melbourne.

We met in Melbourne, I think it was the Shell building in the City in those days, but was told that all vacancies had been filled – it was disappointing but as I had not seen my parents for a few years I decided I would go to Horsham where they had settled and see where it would take me.

I was offered a job with the International Harvester dealer in Warrnambool, McConnell Truck and Tractor as a salesman, so I hitch hiked down there and started.

It was not to last long because I was inexperienced but apart from that I was not impressed with the way they treated Customers so I left.

I got a job washing cars at Young’s Horsham Garage, the Ford car and tractor Dealer, and that lasted a few months before I helped out in the workshop before being offed a job looking after the sales of Fordson Tractors in the Wimmera.

The year was 1964 and the Super Major was a good seller and we did well. It was at that time that I first met Noel Howard when he offered me a job with the Company in Tractor Division. Because things were going well and I was enjoying the job I declined his offer.

Things continued to go well but in 1968 I was at a demo and was approached by a person from J.I.Case who offered me a job as a Territory Manager in Queensland. I moved to Toowoomba.

This was my first move into the corporate world and it was clearly different to retail. I’d moved from a relatively conservative area, in the Wimmera, to one which had two seasons in a year and machinery was higher up the shopping list and the volume of tractors and harvesters moving through was something that really hit me, it was vibrant and exciting.

My territory covered from Gayndah in the north, south to Inverell across to Moree and up though St George and Roma. A good variety of country covering broadacre cereals, vegies in Gatton to peanuts in Kingaroy and the start of cotton growing in St George.

After 12 months I was asked to move to Moree in NW New South Wales as the company store manager for J.I.Case. I enjoyed the return to retailing but the timing was not good. It was 1969 and wheat quotas had been enforced, country wide, and that caused all sorts of problems and put the kibosh on sales. Even the harvesting contractors were finding it hard to get work with the reduction in grain production.

My time in Moree was before the advent of cotton - when I was there they were building the Copeton dam but the land out west was still being grazed and not much machinery was sold, a bit different now with cotton planted from fence to fence.

In 1971 I was again contacted by Noel Howard who offered me a job back in Horsham as a Zone manager and given the time we had had with the problems with wheat quotas etc I thought a change would be nice so I moved back.

This job was relatively short in duration before I was asked to move to the Ford Tractor Operations office in Broadmeadows where I worked on various jobs from training to working in the marketing department.

In 1974 I was offered, and accepted, a position as manager for Western Australia and did that until 1981 when I was approached by Chamberlain John Deere for a similar role - after ten years with Ford I made the move.

I stayed with John Deere for over 25 years and had numerous positions, ranging from state manager, dealer development manager, national product support manager, division marketing manager for Southern Australia and New Zealand and my last position was product development manager for Australia and New Zealand.

The interesting aspect of this part of my career was that although I had responsibility nationally and in parts internationally with New Zealand, and I was based at all times in Perth. This arose back in 1992 when an earlier John Deere market manager made the comment that in future the trend would be for more employees to work from home rather than in an office, this was at the start of the communication technology evolution.

So instead of moving at every promotion I stayed put in the one place, clearly it worked well for John Deere because if it hadn’t I would have been moved back to an office. However the trend was confined to me, it seemed the era of working from home didn’t take off for many others in management.

My departure from John Deere in 2007 signalled a new era for me where I made the decision to change direction and have more flexibility in my life and spend more time with Claire, my wife, who had been living, all our married life with a fly-in fly-out husband!!!

It’s interesting that I started my career in the farm mechanisation industry at Dealer level and as I enter my twilight years I am again back working back with Dealers as the Executive Officer of the Farm Machinery & Industry Association of WA (Inc).

I look back on my life with pride having been fortunate to work in such a wonderful industry, as I tell people if I had my time again I would do the same thing.

One of the many highlights of my career was to represent the industry, though the TMA (Tractor & Machinery Association of Australia), which I considered a privilege and an honour, I was fortunate to be the Chairman for 5 years in the early nineties.

The future of mankind relies on food and without us, the farm mechanisation industry, productivity would be nowhere near what it is today, in fact if it were not for us agriculture, horticulture, viticulture  and all the other ‘cultures’ would stop.

It is an absolute pleasure to reflect on all the people I have met and continue to keep in contact with around the country and around the world, I can’t think of another industry where as competitors, we can have such respect for each other and enjoy each other’s company when work is done.

I plan to keep working in this industry while I believe I can make a contribution and it is a focus of mine to encourage as many young people as I can to be part of Agriculture directly or indirectly in Agribusiness. Agriculture is not only  about farming but about being part of the largest industry in the world with the vital responsibility of feeding the world.

What more noble career can one have?

John Blyth - Marketing Manager Ford Tractors

Blokes like John Blyth probably have no idea of the impression they leave on a kid hanging around his dad's ankles but from the age of about ten John seemed to me the epitome of a company manager at the top of his game. Later I was lucky enough to be part of the Ford Motor Company's tractor demo team and John was there guiding the marketing ship setting a great example in both appearance and attitude.

When John emailed through his story I was enchanted and grateful that he agreed to put in the time to reply to my request.

Here is the story he sent in. I feel there is a book in John and if we could ever get everything down in print I'm sure it would be of interest to many.

THE LIFE OF BLYTH

For a kid of fourteen, leaving primary school in 1940, with a war under way and the necessity to get a job, I did nothing. Whilst the existence of a war tended to concentrate your attention on the fact that men could now kill one another legally, it managed to eliminate other things of importance such as getting a job. My mother did that for me. She was not the sort of person to do this kind of thing but I guess she felt compelled to launch me into life after school.

I was employed by the firm that had a gentleman by the name of Offord whose job it was to provide the company’s workforce with new labour. The fact that he was the brother of our headmaster Pip Offord was unknown to me at the time but I eventually realised this and saw how my mother had approached the problem.

For the next four years I laboured for Ransomes, Sims and Jeffries and in 1944 joined the RAF as, what else, a future hero. Going in as an air crew trainee ready to give his time to shooting down a large number of German planes, I was soon to be disappointed by being told that the only job among aircrew trainees was as an air-gunner. My intention to be a pilot was never considered. As a result I re-mustered to ground staff and became a radar mechanic.

Another three years were to pass before I enjoy the freedoms which came with being a civilian. A twelve month course training me to become a draughtsman enabled me to get a job in the old firm. So, by 1949 I was back in the old firm with only a small amount of self confidence having developed over the years.

Life was not good. Clothing was still rationed, as was food and sweets and just about everything that made life bearable. So I decided to migrate if I could get a partner to go with me. No one in the office wanted to join me but I did meet a girl at a dance who was perfectly willing. As a result we eventually got married and left for Australia on the motor vessel New Australia. We arrived in Melbourne six weeks later and were greeted by all my relatives who had spent their lives here. It all seemed very wonderful, especially the sweet shops, which were laden with sweets of all shapes and sizes and types.

I eventually got a job with a small agricultural firm as a draughtsman. This lasted about nine months when Ford advertised a position known as Implement Specialist. The job it was to find implement manufacturers, who were prepared to supply Ford with all types of implements for them for sale through their dealer organisation. The fact that I had worked for Ransomes who, in turn, had supplied Ford with implements put me into the right place at the right time. They gave me the job. So in late 1952 Ford employed me, and I stayed with them for the rest of my working life.

I spent six years working in this role before I was offered the job of working for Ford in South Australia. Of course I refused immediately, because I did enjoy the work I was doing and I felt totally incapable of selling tractors and farm machinery. Especially to that tough lot of dealers who would quickly realise that I was without any experience at all in their kind of business. Ewan Scott-Mackenzie was the new man taking over the Tractor Department and he informed me that if I did not take the job I was likely to be dispensed with all together. Needless to say I accepted...unwillingly.

Ford had ceased assembling tractors in Adelaide and the office of the company was still the front office of the factory. The branch Manager was Alf Brooker and my staff comprised Les Salotti the only field man, a temporary loan of David Beak who was a very young lad at the time and dear old Jack Nankervis who was a vehicle service rep who, on a part time basis looked after the tractor side of things. I imagine my appointment offended Les Salotti who would have expected promotion to the position. A point of view, I could both understand and sympathise with. For a few weeks we soldiered on until I got to know the place, and then I moved into an office in the factory which helped me to feel a little more independent.

The factory was not the place in which I could feel important but it was a stepping stone. Unknown to me negotiations were under way to move the entire Ford organisation from there to the city. Along with others I eventually moved to an upper floor of a building in the city and for a short time I felt a little more important. I managed to earn more staff including a secretary and for a while this kept me happy.

Eventually I felt the necessity to have our tractor operation situated in the kind of building that identified us as a separate business. A place that carried some stock, provided a place for dealers to visit and somewhere for us to provide the kind of service that the dealers needed. To cut a long story short we were lucky enough to find an empty vehicle dealer premises which was big enough to handle our business. I put up a proposition to head office which was an attempt to illustrate the kind of place we needed and the kind of results that we felt were achievable. Mr Scott-Mackenzie gave me an immediate go ahead and we were on our way to building a bigger and better penetration of the market in the state of South Australia.

Most of the dealers who still exist will recall the company’s policy of increasing the importance of a dealership where the market was large enough to increase our penetration. This in fact applied to most dealerships in the state. Places like Streaky Bay, Farrell Flat, and more dealers on the river. Dealers all over the state were given a better chance of competing for business and our sales penetration grew. We also appointed sub dealers such as Tumby Bay and Mount Barker, and in general lifted the efforts of our dealers to a point where the South Australian Ford Tractor dealers eventually led the sales penetration statistics.

Perhaps at this point I should thank the staff that I had managed to get together for what was a really great job for the company. The most senior Field Manager was Les Salotti for whom I was always very grateful. In addition Max Kuseff and Ralph Kirkmoe covered two thirds of the state. An appointment that I made was engaging a Business Manager Representative and I have to say that this was the best decision I ever made. Reg Flanagan was the man, and he also got me playing golf on Sunday mornings. He was a great Representative and a real comic. In addition to David Beak who has remained a good friend to this day, and who was another comic rather like Reg. Finally my field staff was complete with the appointment full time of Jack Nankervis.

In the office I had my secretary Elsie Grant who was a very competent lady and two other staff members, the first was Jim Green and the other Col Parker. I am afraid that I have also forgotten the names of the two older men who handled all the stock.

Looking back I wonder if I was as good a boss to them as they were good workers for me.

Probably the most memorable part of my time in Adelaide was not in Adelaide itself. I refer to a trip to America and England for the release of the new Ford tractor models. It was a great flight with an organiser operating the trip for us. Some of the tricks that those South Australian dealers got up to were hilarious. It was a wonderful trip for me marked seriously by the death of my Father some two weeks before we took off. New York was a great experience as was the trip up to the north including the Niagara Falls and the plant in Detroit.

Looking back, I like to believe that I had hosted a higher percentage of dealers who qualified to join the trip than any other State branch’ and If I am wrong don’t tell me. One of my favourite memories is of Gordon Abbot of Streaky Bay ambling around New York dressed in the same clothes he wore at home. This is a trip that I could go on about for pages but I think I had better stop at this point.

Shortly after returning to Australia I was told that I was being promoted and would have to go back to Melbourne. Despite the fact that the job I was given was as Marketing Manager I didn’t want to go, and told the boss so. He, as usual, told me to come over or suffer an end to the job. I had to go of course. I cannot remember exactly when this was but I was so sorry to leave. My old friend Don Mason took my job over and I’m glad to say that we still see one another regularly

I do not think it worthwhile to continue with a brief picture of the rest of my life in Ford, but the next four years or so were both a challenge and a delight for me. I would like to thank every dealer who we represented, and every member of the staff who took part in running the branch.

John Blyth

ROD JUSTICE Retired Farmer

Today we welcome Rod Justice from Trentham to tell us a bit about he got started working with Farm Machinery. Rod’s story departs from those people who made and sold or repaired the tractors and implements as his experience is from a customer’s point of view. Rod is somebody who bought and used the machinery.

 

Welcome to AgList Rod and thanks for agreeing to do this interview. Tell me how did you get started in the machinery game?

When I left school there weren’t too many choices like a lot of kids in a similar situation I guess it was predestined for me to become a farmer.

And what was the first role, and for who?

I worked for my parents on the family farm. Trentham was a big potato growing area at that time and I spent most of my days growing and harvesting potatoes.

Tell me a bit about it, anything interesting happen

No one day in particular stands out. Each week was pretty much the same just filled with all the things that go on in day to day working of a farm.

Did you have a career plan or did it just evolve?

No I think I was like a lot of others around my age at the time, it was a job that pretty much just evolved.

Worst day at work, can you tell me what happened and when?

I can’t recall anything that stands out now, but there was no doubt there were many.

And to balance things the best day at work, can you tell me what happened and when?

I’d have to say the same answer as above, nothing in particular come to mind.

Was this your first career choice?

Yes I think I always wanted to work the land, I didn’t really consider a career other than farming

How many different jobs have you held during your career?

All of my life I have been on the land but at times I found time to manage three other jobs away from the farm.

Describe your best job ever, be careful if it’s not the one you hold now.

Being a farmer is something special. It could be in our blood, but for me the connection to the land and to nature. It’s all I really ever wanted to do.

Tell us about any favourite times or parts of your career?

When I think back I suppose it’s been meeting great people over the last sixty years

What was the best product or service you ever owned, sold, or worked on?

We built up a fresh food distribution business. I enjoyed the challenge of that and it’s good to look back at the success we made of it. Something we can be proud of.

What is the most important innovation you’ve seen?

The Internet and the speed that it lets people communicate is probably the one I’d pick. It has opened so many new areas to help today’s farmers and businesses compete in world markets, while staying informed of latest trends and developments.

So how far did you go in school, and did you do any study after leaving?

I left school after achieving my Intermediate Certificate at high school.

What do like most about your work today?

We still have a few acres and that gives me an opportunity to be outside. Yeah, being outside is the best bit about what I do now.

What is that you are doing today, and who do you work for?

We sold most of the farm last year and have since retired. I say retired but in the meantime we have built a new home and that’s been keeping us busy.

Can you remember your first pay packet, tell us how you felt when you held it in your hands and can you tell us how much it was?

As our family had to struggle to make ends meet when I left school there was no first pay packet. I had a small allowance; just enough to get by until I managed to get other work and then built up our self employed businesses.

Can you tell us what you see any challenges the industry will face over the next few years?

The future will bring lots of challenges, but in agriculture the most pressing would have to be water.

And is there any advice you can give to anyone considering a similar career?

Study, learn as much as you can before you start working, and continue to study in support your of career, no matter what field you decide to work in.

Thanks Rod and good luck with your retirement.

 

Phil Ronalds' Story

I first met Phil Ronalds in Bairnsdale, it was after the first day of a field day and we were sitting at dinner with a group of other machinery reps. As usually happens we talked of the day’s events and the people we knew within the industry. Back then Phil had an interesting history and one which he’s added to since. I’m pleased he responded to my request and offered to share some of his working life with our AgList followers.

Welcome to AgList Phil, and thanks again for participating. Tell me how did you get started in the machinery game, and what was your first job?

I started out as an Agricultural Contractor initially and in those days I was using Ford and County tractors.  I did that until I was about 35 years old. Contracting had its benefits but could also throw up challenges especially with seasonal fluctuations.

An opportunity to make a change came up and I opted for a corporate life. I began working as a branch manager for Detroit Engine and Turbine Co, then a sometime later I took up the position of Branch Manager for a John Deere dealer.

My days as a contractor certainly were good for the experience I gained. I learned a lot and developed a set of skills that have stood me in good stead for the rest of my career.

And that first role again, what was it, and for who?

As I said before, I started as the Branch Manager, Detroit Engine and Turbine Co, based in Morwell in East Victoria.

Sounds like a great job, can you tell me a bit about it, and did anything interesting happen?

It was an interesting and diverse role. We were supporting a wide range of engines and transmission products fitted into everything from the fishing fleet in Eastern Victoria, including large trawlers, to the ESSO oil rigs in Bass Straight. ESSO used our equipment and we’d service those from the Morwell branch too. Gippsland has a wide range of industries and we maintained fleets in the transport and logging business.

Helicopter flights onto the oil rigs in bad weather were always interesting, mostly with Vietnam Veterans as pilots, and they were guys who always had plenty of nerve.

When you left school, did you have a career plan or did it just evolve?

Evolution was more the norm I guess, although my goal was always to work for a Multinational tractor manufacturer, as I now do with AGCO.

We all have a story about our worst day at work. How about you, what happened and when?

The first one that springs to mind is meeting a young hoon on a blind corner. At the time I was towing a 12 foot wide New Holland Mower Conditioner behind a 6 foot wide ute, and really didn’t have the required permit. …The last I saw in my rear view mirror was his car sliding sideways….

And to balance things the best day at work, can you tell me what happened and when?

I have had lots of good days and still do. Looking back I’d say good days come mostly after I’ve completed the delivery of a new tractor. There is no better feeling than handing over a machine that has been properly set up to match the farmers implement and everything’s working correctly.

Was this your first career choice?

No, life doesn’t always work to a plan, but that’s what makes life so interesting, that and making the most of what comes along.

I usually ask, if this wasn’t your first choice, what happened?

I think this industry has changed so much over the years, sometimes you are just in the wrong place at the wrong time, and sometimes that’s just bad luck, but always you seem to come out better for the experience.

How many different jobs have you held during your career?

About six.

What would you say is the best job you’ve had?

The position I have now working for AGCO. It’s a company with a wide range of products that are manufactured to a high standard and are well suited to their application. One of the big four agricultural machinery manufacturers, I am privileged to represent such a reputable company.

Tell us about any favourite times or parts of your career?

Trips to Europe for training in source factories are always a great experience. Also the tours with our customers to see the places where their machines are built is always memorable.

And along the way I’ve learnt a raft of new skills and picked up a little Italian language.

What was the best product or service you ever owned, sold, or worked on?

The most fun I had was testing the very high horsepower engines we used to rebuild at Detroit Engines. These were all remanufactured to blueprint specifications, and after testing we shipped them back for use on the Oil Rigs.

Getting back to the Ag industry, what do you think is the most important innovation you’ve seen?

The introduction of computer controlled engines and transmissions into the ag industry. This technology has seen an improvement in efficiency the old timers could only dream about.

So how far did you go in school, and did you do any study after leaving?

Form four only. Although I have always believed you need to keep building your knowledge base and so I’ve completed many TAFE short courses over the years. One I am most proud of is learning Italian.

Things have no doubt changed since you started out. What do like most about the job you do today?

The thing I like best is that I am always able to meet different people from different places. It continues to increase my network of customers and colleagues. Many of these people have now become friends.

What is that you are doing today, and who do you work for?

I’m an Area Sales Manager for AGCO Australia Limited

Can you remember your first pay packet, tell us how you felt when you held it in your hands and can you tell us how much it was?

I’ll discount the contracting and say it would have been for Detroit Engine and Turbine Co. At that time I was 35 years of age, and I was on $26,000 per year as a branch manager. I thought at the time, it was huge money.

Can you tell us what you see any challenges the industry will face over the next few years?

Getting young people into the industry, ours is a small and sometimes little known job market. Therefore we need to find a new way to entice young people into machinery.

And is there any advice you can give to anyone considering a similar career?

Follow your dreams, after first getting a proper education.

Someone different for next week

This weekend we will break the format from the last two people and go to a story of someone still working in the Ag Machinery Industry again. Like Keith Waterhouse Phil Ronald's is still working in the machinery game and covers a large territory serving the tractor and machinery owners in Victoria. Drop into the blog on Monday to check out a modern tractor man's story.

Ian Denton's Story

This week we journey to South Australia and catch up with one of Australia's longest serving Ford Dealers. Although now retired, you can't talk about the machinery industry of South Australia's Mid North without mentioning Ian Denton or the business his father started in the twenties.

Here is Ian's Story: 

 

J.O. Denton, ( Joe ) left school at 11 years of age, to work in his father’s grocery store and from an early age he was interested in all things technical. The beginning of the technical revolution was perfect timing for a lad with his interests.

He started in his own business in 1923, J.O.DENTON, carrying out mechanical repairs and experimenting with Marconi’s new invention the wirelesses. Soon he was building his own receivers and transmitters. In fact he was transmitting radio signals before any of commercial stations had started broadcasting in South Australia.

In 1923 his focus shifted to sales when he acquired an agency to distribute Douglas ‘Belt-Drive’ Motorcycles in his area this proved to be another good decision for the young Joe Denton. Building a name as a fair trader and reliable source of spare parts with an excellent set of mechanical skills built his reputation as and astute businessman. Such attributes are reported widely and he soon caught the attention of other manufactures wanting to engage him to sell their products.

In early 1926, and not long after the Ford Motor Company had started building Model T Fords in Geelong, he saw an opportunity in selling an Australian built motor car and applied for a Ford Franchise. This was the beginning of a long term business relationship when the appropriate forms were completed and the official Ford Motor Company Dealership Agreement with JO Denton of Farrell Flat commenced on May 1^st 1926.

Although not an official dealer at the time, Joe sold his first T-Model Ford on February 17^th 1926 two and a half months before the official start-up date. Joe was an eager and capable salesman. Tractors were beginning to replace horses in the twenties and an ever increasing number of farmers were asking Joe about the Fordson range of tractors. He saw yet another opportunity and sold his first ‘F’ Model Fordson Tractor on October 17^th 1926.

During this time other agencies formed the wide range of products Joe sold to his customers. Although Ford went on to the main part of the business, these products included Caterpillar, Lanz Bulldog, H.V. McKay, Massey Harris, Atwater-Kent Wireless. Although electricity was being laid out over an increasing number of households in towns and cities, for families on farms candles and lanterns were still commonplace but Joe had an answer. As a dealer for Freelite and Delco Lighting Plants, he helped illuminate many a farmhouse and outbuilding. Something as simple as electricity drastically changed the lives of people in Joe’s area.

With the introduction of the new‘E27N’ model Fordson Joe decided that he could discontinue his representation of other brands and concentrate his efforts on this modern and reliable newcomer. Fordson Tractors were sold in large numbers and Joe retained a healthy market share of around seventy percent at the time. Market shares of these percentages always come under threat as many other tractor manufactures responded to the E27N’s success and as they came on stream during the fifties the market share waned. However the introduction of the New Majors, Power Majors, and Super Majors continued to offer the business a first class product keeping sales high and a market share which could be envied by other dealers of all persuasion.

Ian Denton began his career with the family firm in 1954 continuing the first class reputation for supplying parts and accessories to customers throughout the Mid North. Handling the spare parts side of any business is sometimes a thankless task but Ian was up to the challenge and in retirement today he still dabbles in parts as a hobby.

Ian progressed to the Tractor and Equipment sales side of the business in the early sixties. When Joe retired in the mid seventies, Ian assumed control and became responsible for the myriad of tasks concerned with the day to day management of the business.

This short statement somewhat sells Ian’s story short as during this time Ford Tractors and Equipment were outsold in most markets across Australia and without an alternative to the new quite cabins being offered by Chamberlain and John Deere, Ford Dealers were losing interest. Some leaving to find other products more suited to their clients demands. Jo Denton and Sons however maintained market share and flew a proud but lonely Ford flag.

Early in the sixties the Ford Motor Company had segregated the tractor division, forming a new entity called Ford Tractor and Equipment. Dealers who had been able to sell cars and tractors had two companies to deal with and choices were made. A new vibrancy fuelled this young company. Ford wasted little time and they began in earnest to recruit some of the brightest minds and skilled technicians across Australia. The Tractor and Equipment Division now had the right mix of people to complete the successful launch of a new range of farm tractors from twenty eight to one hundred and eight horsepower.

Ian Denton was at the forefront of this surge and the number of blue tractors multiplied through the territory he commanded. The new company’s management could rely on J O Denton and Sons to achieve market leadership monthly.

By ninety seventy eight a new more powerful and modern range of tractors complete with a quiet cabin option was offered by Ford T&E. The Arrival of these tractors created a new energy within the dealer network, particularly in broad-acre farming areas. Ian’s leadership at Dealer Council meetings and his effervescent personality was contagious and his peers responded and many took up the challenge to push for a greater market share. During the Eighties, Ford dealers across Australia achieved market leadership. In Farrell Flat Ian maintained his sales dominance with Ford’s 7700 and TW Models.

The arrival of a range of 30 and 40 Series tractors gave Ford Dealers a formidable tractor offering from a machinery supplier at the top of its game. The arrival of the Australian Designed Ford 8401 Tractor generated even more sales. This was a tractor researched and built to meet the unique needs of the majority of Australia’s cereal farmers. Tractors were being financed in many different ways and in the eighties Ford Credit Acceptance Company designed an innovative range of purchase and leasing plans to support the dealers quest for improved sales figures.

The 8401 was unique to Australia, and a tractor JO Denton and Sons sold in large numbers. An Australian tractor to suit Australia’s farming needs the timing of the 8401 tractor’s introduction was perfect and it made a big sales impact for the few short years it was produced.

Ian Denton’s story would not be complete without the mention of Yamaha Motorcycles and in some ways the motorbikes completed a circle back to the origins of the business Joe started back in the twenties. Agriculture and pastoral pursuits took a major leap in efficiency when Yamaha introduced its first Ag bike the Ag100. This was a 100cc unit complete with handle bar guards and wide carrier. A couple of years later farmers were looking for more power and Yamaha followed up the 100 with the Ag175.      Denton’s sold hundreds.

By the early nineties Ford Tractors and Equipment had morphed into Ford New Holland after Ford bought the North American New Holland Company in the late eighties. Subsequently the new company was purchased by FIAT to become New Holland. This was a time of great upheaval for many loyal Ford Dealers and neither the dealer network nor the Ford T&E staff would ever be the same again, the magic was gone.        Even today some of these loyal people hold a grudge resulting from the manner in which they were dismissed.

Ian Denton however maintained a good relationship with the new company and only wound up this continuous relationship in 2000.

Ian was presented with an award in recognition of the 75 years unbroken involvement with the Company by the Denton Family business. At that time the business had been directly involved with Fordson / Ford Tractors for seventy five years of the eighty two years that Ford Tractors had been selling in Australia.

In fact Denton’s had sold, serviced, and cared for the needs of Ford tractor owners for seventy five years of the complete eighty four year history of Ford Tractor production across the globe.

Not many of today’s companies can boast a more enviable record.