Earlier this month, Morris Industries saw a change of ownership, with Calgary-based Avrio Capital and Lamont Brown Group acquiring a majority stake in the business. In the press releases and the media coverage of the investment, there was considerable emphasis on the fact that the company remains Canadian.
In a conversation with Kelvin Heppner and Andrew Campbell on RealAg Radio last week, Shaun Haney asked if Canadian-ownership plays a significant role in machinery purchasing decisions.
“It made me kind of wonder, is that really important, when you walk into a dealership — and you’re gonna buy a new tractor, you’re gonna buy a new planter, you’re gonna buy any piece of equipment — where it’s really made, and who owns that company?”
Part of the messaging behind Morris’ specific acquisition, says Heppner, may have been geared more towards employees and dealers than farmers, to assure them that the direction of the company isn’t changing in any major way. Yet, when a purchase ends up being Canadian-made, says Campbell, it gives farmers like himself a good feeling.
Other factors — the quality of the equipment, price, brand loyalty and the location of the dealership — definitely impact farmer decisions, but does the country-of-origin influence machinery purchases?
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