FarmShop have set a goal to be the market leader in New Zealand for hay mowers by 2027. Achieving number 1 requires a high-performing offering, so they have partnered with global frontrunners; SaMASZ. 

SaMASZ has a presence in more than 70 countries and has produced more than 160,000 mowers since 1984. In April, key personnel from SaMASZ, Jake Korczowski and Lucasz Lapinski visited New Zealand to check in with the owners of SaMASZ mowers.

Visiting New Zealand is not a new exercise for SaMASZ who catch up with FarmShop’s customers regularly. The team enjoy putting on the hat of an end-user to find out firsthand what is required to produce the ultimate mower. 

‘Walking the talk’ when it comes to listening to customers is a strong suit of SaMASZ and it’s of equal importance to FarmShop. This latest trip was an example of a large European manufacturer truly engaged with its marketplace.

The R&D road trip covered various locations, including Hinds, Waimate, Otago, Tapanui, Omarama, Wanaka and Waikato. Special thanks to the farmers and contractors who generously opened their farm gates and embraced these visits.  

At the close of the trip, we interviewed trip attendee, Jake, who is from the SaMASZ UK Business Development / Marketing team. He also asked colleague, Lucasz Lapinski, SaMASZ Regional Export Director, about why New Zealand is a key market for SaMASZ, and what he enjoys about dealing with the NZ brand leader’s; FarmShop.

Here’s what Jake had to say:

SaMASZ have visited NZ several times now, what are some of the innovations or improvements Kiwis have requested? 

“The standout would have to be modifying the shape and mount of the conditioner tines. The harsh NZ conditions meant we were getting premature wear and tear, so we made the conditioners more aggressive – we call them our ‘Bear Claw’ tine. The South Island’s irrigated grass and heavy crops struggled with the old style of conditioners. So that was a no-brainer for us.

Again with the South Island’s stony ground we redesigned the blade holders and the pressure plates. Originally we had issues with the blades coming off the holder when colliding with foreign objects. So we changed the design about two years ago. There is now an off-centre hook on the tine holder, so if it does hit an object, the blade stays firmly in place. We’re excellent at adapting things quickly - I think this process took just four weeks.

Another very good observation from our last trip was a conversation we had with Harry Murdoch about the new ISOBUS mowers. We pointed out the semi-automatic grease system, and his first question was ‘what sort of cartridges do you run?’ - something we didn’t think about because in Europe everything is standardised to run 400cc cartridges, whereas in NZ you run slightly bigger 450cc cartridges. All the big European brands run 400cc, but that’s inconvenient because the farmer then has to import the grease cartridges. Straight off the back of that, I rang the SaMASZ guys to arrange a change for NZ orders to include this different spec. This issue may have gone unnoticed if it wasn’t for the catch up. It’s just a little thing, but they all add up to make an investment more satisfying for customers. It proves having conversations with end-users can make a big difference.

It's an absolute pleasure to come out and visit NZ.”

What sets NZ apart from other markets you work with?

“NZ is a demanding market! In regard to hectares, NZ contractors achieve a lot more per season than most around the world. A good example was going to David O’Neil in the South Island, he’s covering 5,000 hectares with just a set of Triples. Whereas in the UK, one contractor might cover the same amount of grass with 2-3 sets of Triples. It’s impressive how many hectares are covered, especially when you consider the number of stones and mixed terrain NZ deals with.

Everyone in NZ is very open and welcoming. They’re happy to chat and voice their opinion, which is unique to other countries where feedback is often different to what they might voice to a mate. By knowing about the little niggles, we can improve. Whereas Kiwi’s will give it to us straight, and that’s what SaMASZ thrives on. The more feedback we get – the more we can test and adapt.

We have also learned that NZ farmers talk to one another. If they’re happy they are more likely to help each other by sharing positive news about equipment, or good customer service they have experienced.”

Likewise, what sets SaMASZ apart from competitors? 

“We’re a big company, selling globally and in the top 5 producers of grass equipment, but our point of difference is that we’re still family owned and operated. We don’t have a corporate hierarchical mentality – ours is more a ‘roll your sleeves up’ mentality. I think that culturally fits and resonates with NZ’s agricultural community.

A good example, if we’re on farm and have a problem with a part, I’ll FaceTime the actual bloke who designed the part. We go straight to the source, there’s no need to go via a dealer, who then seeks further advice, and the lines of communication get messy. Instead, we have a friendship and direct communication with the design team, or anyone at SaMASZ. If I’m out in the field and am struggling with something I can just hit speed dial and have a very relaxed chat with the guys who designed it and know it inside/out. What does that mean for customers? It means a very quick solution, a tailored mower and little downtime.” 

What did NZ farmers and contractors say they liked most about SaMASZ mowers? 

“Well, it’s worth pointing out here that everyone was impressed with FarmShop and how it’s run. As for SaMASZ, we’ve had very good feedback on the cost of our mowers. The two-year warranty was also appreciated. It surprises us that two years is not standard in NZ. It doesn’t scare us because we’ve got nothing to hide.

They told us the cost of parts were very fair too. The price discrepancy between SaMASZ and other leading brands was a shock to me. A good example is the cutting units where a leading competitor is nearly double the price of ours. 

Feedback was always good about the build quality and paint system. While they are heavier than some of the competition, we had plenty of comments from customers who really put their mower through its paces, things like, “I drove into a trough, wiped the trough out and all I had to do was change four blades and a cutting unit and went on my merry way.” And a good one from Harry Murdoch who said, “The first day out on the new kit, Emma pulled a truck tyre in through the front mower, all they needed were two new blades to get going again.”

This feedback proves to us how exceptionally heavy duty our mowers are for NZ’s conditions.”

What does Lucasz (SaMASZ Regional Export Director) enjoy most about dealing with NZ and FarmShop? 

“He is very impressed with the development and business plan of FarmShop, especially the goal of being the #1 NZ dealer. Everyone is inspired by this goal, and after this trip we really believe in it. 

Lucasz was blown away by the progress in just 12 months from his last visit. He’s so chuffed with how things are going and kept saying, “I’m really impressed, customers are happy, people are buying, and it’s all looking very healthy.”

Another point Lucas made is how well the marketing is done, especially the YouTube videos, with many of the dealers in Australia and Europe capitalising on this content.”  

On a personal level, what was memorable for you about this visit?

“I’ve always said I would go to NZ and had thought it would be under different circumstances, I thought I’d do a season farming, but Covid happened, and I didn’t get there. So when SaMASZ gave me this opportunity I was very keen. 

The landscapes are unreal, especially Queenstown with its Alpine setting. The North Island was very hilly, with cows everywhere. I would love to come back in a working season to see the machines firing. It would be very beneficial to see them behaving in various conditions.”   

Final thoughts?

“NZ is in our Top 5 markets, we are expecting it to grow quick – there is strong demand for our machines, and we really want to look after this market, hence the trips and development of new machines to best suit New Zealand.

When we hear ideas for future kit, it makes us feel proud to know we have embraced this feedback in the new machinery about to be released. The latest generation never holds onto faults from its past - we’re always improving.

For us, it’s very important not to design and push out European machines and hope for the best. Instead, our machines are uniquely designed for their individual marketplaces, with a goal to create the ultimate machine based on involvement and help from farmers. 

It’s a big point of difference.”

Congrats SaMASZ - NZ salutes you!

To find out more about FarmShop’s new machinery releases, promotions and industry news, subscribe to its YouTube channel and sign-up for newsletters.