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American Agricultural Equipment Giant John Deere Announces New African Entrepreneurs As It Wants To Expand Business –


American agricultural equipment manufacturer John Deere has announced its first three construction and forestry businesses involved in the Southern African region.

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They are: AFGRI Equipment, Mascor, and Senwes Equipment.

Each of the business groups has made significant additions to their business models to cater to construction and forestry clients and to support new products and service offerings.

“Our approach is to uplift the John Deere brand and product strength and focus set by the highly reputable AFGRI Equipment and Direction brands in Southern Africa,” said Pieter Nel, C&F’s logistics manager for AFGRI Equipment.

“We intend to try not to imitate but to provide unique, creative, and interesting feedback to customers.”

Every retailer has dedicated staff and resources to ensure it focuses on construction and unique customer and important forest areas.

“We focus on customer service, this is not a department, but the perspective is supported by the skills and resources necessary,” added Bill Comins, CEO of Mascor. “We are ready to dig and soak our hands.”

John Deere African businessmen
John Deere Announces New African Vendors. [Courtesy]

These dealers are said to represent John Deere’s previously unprecedented construction and forest products in the region, as well as rear loaders, wheel locks, car upgrades, crawler dozers, and the latest array of John Deere miners – the first on the continent Africa.

Senwes Equipment CEO, Ferdie Pieterse, said: “It gives us the opportunity to build on the outstanding product quality and performance, unique customer support and innovative hardware technologies.”

Complete products and services will also be provided to forest customers. Product versions include skidders, cutting booths, tracked harvesters, and distributors.

As part of their willingness to sell and support new products, local staff John Deere and retailers were sold and became skilled at equipment.

“We want to provide solutions to all business platforms, so we are launching a different and unique John Deere Financial solution on building materials and forestry”, added Antois van der Westhuizen, CEO of John Deere Finance in Africa.

Last week the US agency announced plans to expand the market in 18 African countries.

The affected countries include South Africa, Botswana, Zimbabwe, Swaziland, Namibia, Zambia, Kenya, Uganda, Mozambique, Angola, Malawi, Tanzania, Ethiopia, Egypt, Rwanda, Burundi, South Sudan and Sudan.

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