Buhler, Westeel announce marketing alliance

Hostile takeovers have dominated agriculture news in Western Canada recently, but two Manitoba companies are taking a different approach to expand their reach in the agriculture marketplace. Buhler Industries and Westeel are forming what they are calling a global alliance, where the two companies will jointly market their grain handling and storage products.In the first phase of the alliance, Buhler will manufacture grain augers, grain vacs and grain cleaners with the Westeel brand, which will be sold at Westeel dealers in Canada.”This alliance will allow both companies to grow their respective brands and markets in new and exciting ways,” said André Granger, Westeel’s vice-president and general manager, in a statement.The co-operation between the two companies means Westeel can provide more than storage bins for its customers, said national sales and marketing manager Jim Weeda.”It allows Westeel … to offer a complete grain storage solution. That allows us to get grain out of a bin and into a bin,” he said. “Whereas before people had to go outside and buy (that equipment) from Buhler or others in the marketplace.”Furthermore, it’s logical for the Winnipeg-based companies to share resources, Weeda said.”We’re not competitive to each other. We both have dealer networks and it makes sense to start working closer together.”Buhler manufacturing grain handling equipment for Westeel will be the first component of the alliance. Other strategic plans will be announced in the future.

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