Case IH unveils Optum for CTF practices
Case IH has unveiled a new 3-metre centre set-up for the the Optum tractor range, designed to meet the needs of growers operating under Controlled Traffic Farming (CTF) practices.
Parent company CNHI has taken distribution back in-house. Norwood has performed the role for the last 17 years.
CNHI says it recognises the benefits of overseeing the distribution of its products. These obviously centre around driving efficiencies in the supply chain, with both Norwood and it now able to focus on their respective roles in the distribution and retailing processes.
“The change will draw us nearer to the dealer network and, of course, our customers,” explains Brandon Stannett, managing director, agriculture AU and NZ for CNHI. “The change will allow us to participate more directly in this dynamic and growing market.”
To accommodate the changeover, CNHI has recruited heavily, appointing 18 people to oversee, procurement, logistics, sales, parts and service support. The team is spread over both the North and South Islands.
Stannett also spoke about the company’s aspirations to grow market share for both brands, although in the immediate short-term he says it was about ensuring that current orders were fulfilled in a timely manner and product was available – given the current constraints in the overall global supply chain.
Pete McCann, general manager for CNHI, AU & NZ, reiterated Stannett’s comments, noting the team would be focusing on the end customers’ experience and ensuring they get the best from the products they purchase.
At the same time, 2022 is the 180th anniversary of Case IH, with well-known favourites like Axial Flow and Magnum also celebrating 45 and 35 years since launch.
While Norwood has relinquished the distribution element of its business, the company says it will retain an extensive retail footprint.
“The time had now come to add the most value to customers and the greater agricultural industry,” says chief executive Tim Myers. “This is an exciting new chapter for Norwood. As a business we are committed to changing in line with the large scale and rapid shifts in the agricultural sector.”
Myers says Norwood currently offers the largest retail footprint in New Zealand and it looks forward to continuing a strong relationship with CNHI.
Stannett says it will be business as usual for the Case IH and New Holland dealerships and their customers.
“Existing agreements and procedures will remain in place,” he says. “While we will also establish several strategic parts supply hubs in key locations, aimed to ensure readily available stockholdings based around seasonal and historic demand.”
