I attended a trade show in London this week that I always enjoy popping along to - even though over the years I have seen the number of machinery exhibitors who our dealer readers will be familiar with, dwindle. 

Called The Garden Press Event, it's held at the Business Design Centre in Islington and isn't open to industry members or the public. It's targeted specifically at journalists who cover the horticultural sector. 

Now, I use the word journalist, with reservations. Traditionally this event has been used by the exhibitors to place their products and services, not so much in front in writers for trade publications like myself, but to position themselves in the sights of journos who work for the consumer-facing press. The aim would be achieve column inches in the gardening pages of the likes of The Sun or The Guardian, or within the covers of newsstand gardening magazines.

However, from speaking to the machinery exhibitors who were there this week, old-school dinosaurs like me (who carry around an actual pad & pen and take photographs with a camera rather than a telephone), aren't perhaps their primary focus for attending anymore. No, the word I kept hearing on Tuesday was influencers.

Of course there is still an interest in gaining the attention of the legacy media, but it did strike me as significant the number of times I heard the i-word mentioned when I asked why each machinery exhibitor had chosen to take a stand. It seemed as if this event in particular, presented itself as an opportunity to speak to some different faces than which they might ordinarily encounter at a more traditional trade show. I felt this clearly demonstrated the importance that some of your suppliers are now placing on building relationships with this new generation of communicators.

And even from my perspective of an old man from the past with an actual pen, I can understand why. Thinking specifically about your customers for domestic machinery, before making a purchase they will inevitably research extensively online, possibly watching YouTube reviews, scrolling through Instagram posts, and engaging with these expert influencers through a variety of social media. All before (hopefully) visiting your dealership.

Influencers, if they are effective within their niche, can carry credibility and trust. Their real-world experience, hands-on product demonstrations, and honest reviews can have a significant impact on your customers' decision-making process. If your supplying manufacturers are investing time and effort into influencer marketing, there must be a decent chance that their products are likely to be recognised, trusted, and in demand when customers walk through your doors or visit your website.

It's a form of marketing that will surely only grow ever more integral and, dare I say, influential.

And what were the machinery people saying and showing at the Garden Press Event this week?

STIHL told me the show was at the right time of year to be getting their messaging out to the influences and press, with the latter group becoming an increasingly vital part of their marketing mix. On their stand they were promoting solely battery-powered machinery including new items from the both the AS and AK ranges. A new AS compressor was proving popular amongst dealers I heard, whilst the new RCA 20 cordless handheld pressure washer had apparently been gaining plenty of attention since it had been recently announced on YouTube. They also had on show two new iMow robots, the 3 and 4.

BARRUS were also promoting robotic mowing solutions with the latest addition to the Segway range, the X3 Series. I was told how these units had recently been successful picking up several prizes for innovation at the huge Consumer Electronics Show in Las Vegas. These new robots can do more across rough terrain and are able to cope with slopes of up to 50% the company were keen to stress. They also said the recognisable Segway name had encouraged more dealers to sign on with them, but that they are still interested in finding more.

STIGA also had robotics prominently on show on their large stand. They spoke about how their range has expanded greatly in recent times, including with new entry-level consumer models that can be self-setup by the homeowner - and they seemed keen to work with influencers in promoting these technologies. They also had an example of their core ride-on range on show, which highlighted new developments for user comfort including improved seats, steering wheels and storage - all of which, I was told, had resulted in positive feedback from their dealer network.

HUSQVARNA very much had a residential, lifestyle focus to their stand which they co-held with the company's Gardena and Flymo brands. They had three sizes of Automower on display, including the new 405XE which can deal with lawns up to 600 m². They also did not feature any petrol powered machines as they were promoting the notion of sustainability in their products to the press and influencers. The stand also included a new shredder as well as hand-held examples from their Aspire range.

MAKITA had plenty of new battery powered products on their stand from snow blowers to pressure washers to chainsaws. I was told that a new lightweight pole saw that they had on show, which could break down into three sections, had taken them by surprise recently with its popularity. Also proving popular were a range of lighting solutions that, amongst other users, had been finding favour with police forces - as, I was informed, had equipment for cutting protestors free who had stuck themselves to roads!

The only other machinery companies on show in Islington this week were the more mass-channel brands of Bosch, Yard Force and EINHELL. Although interestingly, the latter were telling me they are bringing out a professional range of grounds maintenance tools later this year that they may be interested in seeing within the dealer network.

All-in-all, the Garden Press Event was another decent, low-key show and one which I hope the manufacturers who attended found some tangible benefit from exhibiting at. If that benefit turns out to be some coverage on blogs, vlogs, 'grams or podcasts (I know all the modern words), then hopefully that can be turned into increased footfall or web traffic for dealers.

GGM Group say they are continuing to demonstrate their commitment to service excellence and support for their customer and supplier partners with the announcement of its intention to open a new service centre this Spring, in a move that they say will also bring jobs to the area. 

Chris and Hilary Gibson (right) with GGM sales managers Andy Woolley and Jack Fielding at The Great Yorkshire Show in Harrogate

The forthcoming launch of the new centre, in the Wakefield MBC area, will have a focus on serving customers throughout Yorkshire in groundscare, agriculture and arboriculture with after sales support, including mobile engineers and spare parts supply.

GGM say they have served Yorkshire for many years and with a growing portfolio of Yorkshire-based customers, the service centre aims to localise and improve customer support and their ability to meet customer needs in the region. Drawing on the vast experience and knowledge of the teams in Colne and Haydock, the company aims to create a team to ensure customers will be looked after at every step of their journey.

Chris Gibson, managing director of GGM Group said, “This an extremely exciting time for the GGM Group. We already have a strong customer base in Yorkshire and it seemed the right time to enhance our customer service offering in the region. As a business, our competent team are committed to delivering first class customer service and support and the Yorkshire service centre will only add to this”.

GGM Group were awarded the 2024 Service Dealer UK Professional Turf Care Dealer of the Year award - which they also picked up in 2014 and 2019. The company also achieved the Kubota Gold Plus Service Excellence Standard in 2023.

Jason Nettle, director of Winchester Garden Machinery, is this year undertaking the challenge of 12 marathons in 12 months for good causes. Here he updates us about his next, muddy, challenge.

Hi everyone,
 
This weekend marks the next step in my 12 Marathon challenge: the BigMud Marathon at the Queen Elizabeth Country Park.
 
I'll be running (and perhaps briskly walking) through the stunning South Downs National Park, tackling that challenging 518ft climb. I'm excited, nervous, and ready to push myself again!
 
I'm incredibly pleased to announce that Toro UK have generously stepped up to sponsor me for this event. Their support is a massive boost, not just financially for the charities, but also for my motivation. Knowing that such respected names in the industry are behind me makes a real difference. Thank you, Toro UK, for your commitment to this challenge and the charities we're supporting.
 
As many of you know, my first run, the 43.33km trek from Liss to Romsey Road Winchester, was a tough but rewarding start. However, I must admit, the training is getting harder to fit in. Balancing a busy work schedule including refurbishment at our Fair Lane premises and my home life with marathon training is proving to be a real juggling act. Early mornings and late nights have become the norm. Sometimes it feels like there just aren't enough hours in the day and the season hasn’t even started. I'm determined to make it work as the cause is too important to give up.
 
Sunday’s BigMud Marathon is going to be another significant challenge. The trail run through the South Downs will test my endurance and mental strength. I’m looking forward to the beautiful scenery but also bracing myself for the tough climbs and muddy trails.
 
Remember, I'm running to raise funds for Cancer Research UK, Prostate Cancer UK, Naomi House Children’s Hospice, and St. Michael's Hospice. Every donation, big or small, makes a difference.
 
So, how can you help?

• Sponsor me: Every penny counts. You can donate directly to my fundraising page.
• Cheer me on: Whether it's at the side of a course or from the comfort of your armchair, your support will be invaluable.
• Get inspired: Use my challenge as a motivator to get more active yourself. Maybe start with a brisk walk around the block, ditch the lift and take the stairs or join me!

I’ll be sure to share an update after the BigMud Marathon. Wish me luck!
 

Husqvarna Group in the U.S has announced a strategic partnership with Flex Ltd., an end-to-end global manufacturer, which includes the divestment of its manufacturing operations in Orangeburg, South Carolina, USA, effective immediately.

Flex will manufacture Husqvarna Group's products in the factory under a long-term supply agreement, ensuring continued production of the company's wheeled products and assembly of handheld products for the North American market. The manufacturer says the partnership aims to " . . increase profitability, improve capital efficiency, enhance production flexibility and strengthen the Group's competitiveness in North America."

With Flex assuming manufacturing responsibilities of the Orangeburg facility, the current workforce will be offered employment with Flex. The partnership is expected to result in cost-savings of approximately €31 million after five years. The one-time costs for Husqvarna Group, booked in Q4 2024, amount to approximately €22 million in addition to a limited one-time cost in Q1, 2025.

Pavel Hajman, CEO of Husqvarna Group said, "The partnership secures our manufacturing of important products for the North American market, while enhancing flexibility and customer focus."

All Husqvarna Group’s three divisions are represented on the American market, where the Orangeburg factory is producing for the Husqvarna Forest & Garden division. North America is Husqvarna Group’s largest market with approximately a third of the company’s total sales in 2024.

Spearhead Machinery has appointed Jack Wyatt as director of sales and marketing as the British manufacturer says they are looking to unveil new machines in 2025.

Jack Wyatt

Following the departure of Antony Prince, who recently became general manager of Alamo Group The Netherlands, Jack Wyatt now leads the team.

Jack joined the company in 2021 having completed an agricultural engineering degree. He has since gained experience across the company, most recently as export sales manager under the mentorship of Antony. Jack has also been closely involved in product development, liaising with both customers and the company's engineering team to develop new features on various machines.

Jack said, “I’m delighted to follow in Antony’s footsteps and succeed him as director of sales and marketing. Having worked together for several years, I share his innovative vision and our customer-focused approach that ensures Spearhead leads vegetation management machinery.”

Spearhead say 2024 was their second-best performing year to date.  Moving into 2025, they plan to launch several new machines along with updates across the full product range. 

Jack continued, “We’re keen to support all our customers with strong and reliable machines while growing the Spearhead brand in all sectors and markets around the world. With direct user feedback and a skilled UK manufacturing base, we’ll continue adding further value to every machine purchased."

Richard Wood from Reesink South East has been named Toro International Master Salesperson by Toro. This is the first time the manufacturer has presented such an award outside the USA and only three are awarded a year globally.

Winner Richard Wood, centre, with from left, Reesink Turfcare’s Jon Cole and Alastair Rowell and from The Toro Company Amy Dahl and Greg Lawrence

Amy Dahl, vice president of international business at The Toro Company, presented the award to Richard under the guise of a launch event at BTME, with the Reesink UK team and an extensive Toro international team present. 

She says, “We looked at all salespeople across the international division. Richard’s passion for the Toro products and his customers have seen him achieve over 50 percent market share in his area. With 30 years’ experience in the industry and 12 years at Reesink, he fits all the criteria for this prestigious award.”

The company says the International Master Salesperson of the Year Award is more than just an acknowledgment of high sales; it is a recognition of the ability to understand and anticipate the needs of customers. 

Jon Cole, divisional business manager at Reesink Turfcare, said, “Richard is consistent with his sales and has grown market share in what is a very competitive area. His customers feel he goes the extra mile for them every day. It probably hasn’t sunk in for him yet how much of a big deal this is globally.”

Richard’s three decades of experience prior to Reesink Turfcare come from dealer JSM, four years selling amenity chemicals and fertilisers for Sheriff Amenity, and before that sales jobs for other competitive turfcare machinery manufacturers. 

Richard said, “Winning this award really was totally unexpected - I was shocked! It’s done as part of a team with my depot at Sheffield Park and it’s going to be exciting sharing the news with everyone.”

Amy says: “Richard is so humble. I know he says he just goes out and does his job, but he couldn’t be more deserving.”

Alastair Rowell, managing director of Reesink UK, added, “Richard has an obvious passion for the Toro products and his customers and makes a valuable contribution to the industry. He goes above and beyond in his job and his work and it’s this commitment that has resulted in sales excellence and customer satisfaction for so many years. He’s done himself and the company incredibly proud, and I am proud to be his boss.”

Cranworth Farm Services Ltd (CFS), the Norfolk-based agricultural and horticultural machinery stockists, have been recently appointed as a new dealer for the McCormick tractor range.  

L-R: Neville Austin and Tim Austin (directors, Cranworth Farm Services Ltd) and Richard Haines, commercial director of Argo Tractors GB

Established as Cranworth Farm Services in 1979, the company was incorporated last year as Cranworth Farm Services Ltd. Employing 11 staff, CFS primarily serves customers in Norfolk, in addition to parts of Suffolk and Cambridgeshire. 

“We are offering our customers a range of McCormick tractors while continuing to stock models which we feel are suitable for the contemporary market,” said Tim Austin, director and sales manager of Cranworth Farm Services Ltd. 
  
“We will showcase the McCormick range at all our local shows, including the Euston Game Fair and the Royal Norfolk Show, which we are really looking forward to. 

Welcoming the move, Richard Haines, commercial director of Argo Tractors GB said, “We are delighted to welcome Cranworth Farm Services Ltd into the McCormick team which is now covering Norfolk for both sales and aftersales. Given the company’s well-established reputation, we can now provide farmers and customers in the region with first class support when it comes to the full McCormick range of tractors.”   

Tim Austin continued, “As a McCormick dealer, we are delighted to be able to offer our customer base a tractor that is reliable, fully capable and competitive in price. 

“This also works well for us as given our previous experience with Landini, which has permitted us to become quickly attuned with the product. We are also delighted to continue to work with the Argo Tractors GB team to strengthen the McCormick brand throughout Norfolk.”  

With a high power output of 2.0 kW, equivalent to the petrol FS 411 C-EM, the new STIHL FSA 400 is the most powerful battery-powered clearing saw available in the market. Thanks to its impressive performance, the FSA 400 is the first STIHL AP System tool to be compatible with shredder and circular saw blades, allowing professionals to clear tough areas of dense and woody growth with ease. 

Like all AP System tools, the FSA 400 has been built to withstand tough working conditions. The sturdy battery housing with stainless steel air filter ensures optimum battery and motor protection, while the 28mm aluminium drive shaft and gearbox are identical to those found on the professional petrol range. Both the FSA 400 and all AP System batteries are IPX4 certified, meaning you can continue working whatever the weather. 

The newly designed handlebar features a 10-point harness connection point, allowing for perfect balance and operator comfort. Thanks to the sophisticated anti-vibration system, the FSA 400 can be used for extended periods of time with no reduction in manoeuvrability or cutting accuracy. 

The simple controls with LED display allow the operator to cycle between three maximum RPM settings. The FSA 400 also detects automatically whether a metal blade or line mowing head is in use, adjusting the RPM accordingly to further maximise performance and energy efficiency.

The impressive power of the FSA 400 results in unrivalled versatility when it comes to cutting attachment options. Shredder blades are popular for clearing large areas of brambles, utilising an up-and-down motion to cut and shred green material. Circular saw blades can be used to fell small trees and bushes, making the FSA 400 a more comfortable alternative to a chainsaw in some instances. When used with the AutoCut 46-2 mowing head, the large 520mm cutting diameter allows mowing tasks to be completed quickly, improving efficiency by allowing more time for other tasks. 

The FSA 400 is ready for integration with the STIHL Connected fleet management system. The Smart Connector 2A plugs directly into the control module of the tool and sends useful information such as working time and operating speeds to the operator’s phone via Bluetooth. 

For more information on the STIHL FSA 400 clearing saw, visit www.stihl.co.uk.

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