5 June 1998

Cultivations clash

HOWARD and Lemken have gone head to head in the market following a decision by distributor Lemken Tri-Ag to restructure its sales division to create two specialist sales forces, one for each product line.

The move should result in greater competition between the two products, which each sell both cultivations and drilling equipment.

Lemken Tri-Ag says the restructure constitutes phase two of a long-term marketing plan – phase one was a price cut, by up to 30% on some items, last January – to reduce prices in line with farmers significantly lower capital spending abilities.

"It was obvious from last autumn that we needed to rethink how we served farmers," explains Mervyn Hutton, Lemken Tri-Ags managing director. "We, along with our dealers, needed to offer better value and a greater range of specialist skills to farmers looking to change the way they operate their farm systems."