Your Sprayer Specialist

Your Sprayer Specialist
Contents
Page 2
Production of quality
Page 12
Welcome to HARDI
Page 3
Products - solutions
Page 16
Quality in crop production
Page 5
Research and development Page 18
The HARDI idea
Page 6
HARDI Academy
Page 20
HARDI “DNA” profile
Page 7
People - ideas - results
Page 22
Brands in the group
Page 8
History
Page 23
Global marketing
Page 10
Welcome to HARDI
Millions of farmers around the world use a
HARDI sprayer to protect their crops for the
next harvest. Indeed, the range of HARDI
products worldwide is so large that a HARDI
sprayer will be in operation somewhere
around the world 24 hours a day.
The HARDI company profile gives you information about HARDI, the goals, and the values that make HARDI so unique.
The world population is growing faster than
ever, and there remains an overall need for
increased food production.
Although the world population has more
than doubled during the past forty years,
from 2.5 to 6 billions, the land dedicated to
food production has remained almost the
same. This increases the demand for efficient food production.
World population, billions
8,2
8.2
1,2
1.2
1800
Markets
HARDI is represented by dedicated subsidiaries, importers or distributors in more than
120 countries. These individual markets
are naturally very diverse and their individual
demands require specialist products, interests, and support; a challenge well met with
our product range, marketing, and distribution that addresses every country and crop
need.
2040
Year
The HARDI mission:
To promote efficient and responsible
plant care and to support quality food
production and plant growth
Quality in crop production
Need for crop protection
Crop protection products play a major role
in directly reducing crop damage and yield
losses from pests, diseases, and weeds.
They also contribute significantly to minimising damage and losses during storage and
transportation to further preserve and ensure the quality of our food and animal feed.
These vital human needs demand that adequate, effective and safe crop protection will
remain a key issue not only for farmers but
also politicians, ecologists, and the general
public.
In wheat production, the current loss to diseases, pests, and weeds is 27%, but this
would rise to 53% without crop protection
products. Barley losses would more than
double to 40%, as would corn losses to 52%.
In potatoes, losses in Europe without crop
protection would approach 76%.
With use of crop protection products in wheat
Loss
27%
Yield
73%
With use of crop protection products in barley
Loss
19%
Yield
81%
Without use of crop protection products in wheat
Loss
53%
Yield
47%
Without use of crop protection products in barley
Loss
40%
Yield
60%
Source: Dr. Oerke, University of Hannover
The HARDI idea
The specialist
Today, as in the past, the general foundation
of the HARDI basic idea is that we dedicate
all our strengths and efforts to concentrate
exclusively on a higher level of plant care
that will produce long term quality solutions
for the farmer.
This concentration of resources has made
HARDI the complete plant care specialist
with core interest in sprayers, nozzles and
application technique. This range of skills is
unique and is one of the basic strengths of
the company.
HARDI business platform
HARDI INTERNATIONAL A/S is one of the
world’s largest manufacturers of sprayers
with a product range that ensures efficient
and responsible plant care. The company
develops high performance precision spraying equipment for all crop types and applications.
Average farms are getting larger, crop
production more specialised and so are
sprayers. The sales and production divisions
have been rationalised to comply with the
new demands that are prompted by the
altered structure of the farming industry.
As with any industry, agriculture has to become more efficient and productive - and
yet safer - to an extent that will meet today’s needs and those of the immediate future.
HARDI products have consistently met
these demands and, more often, anticipated
the constant need for improvements.
Goal:
The goal of the HARDI group is to be an
even more important global supplier of
sprayers and application solutions; to be the
absolute leader within this industry.
HARDI “DNA” profile:
•High brand awareness
Most well-known brand in the agricultural
spraying industry. HARDI is continuously
developing its brand awareness globally.
•Customer focus - understanding and recognising our customers’ interests and
needs - is the foundation of our business.
•HARDI’s objective is to be innovative and
produce high quality products.
•Leading application technology – supports
customers and partners with know-how.
•A product for every job
Widest product range in the industry
- HARDI offers farmers a wide range of
plant protection sprayers from hand operated back-pack sprayers to medium and
high capacity sprayers.
•Professional communication for professional users
We will communicate within our industry
through high quality exhibitions, internet,
interactive media, courses and demonstration activities.
•Powerfull distribution
HARDI and its 2000 dealers are working
on shared development programmes to
strengthen distribution.
• Sincere, reliable and trustworthy partner
HARDI is testing new concepts and
products that include a service that ensures the customer’s input and feed-back.
•Worldwide in all 4 continents
HARDI is a major player and has the power
to develop new products from a bank of
solutions.
•Value for money
HARDI is unique because we focus our
attention on 3 important elements: The
sprayer, the nozzles and the application
technology. This gives our customers a
first class impression and service within
the plant care process and a product that
retains a high resale value.
•Service
A worldwide network of well-trained service staff and availabillity of spare parts will support the HARDI customer.
HARDI
Your Sprayer Specialist
Brands in the group
Brand presentation
The HARDI brand now embraces the overall
business for the HARDI group; a name with
roots back to 1957 and headquarters in
Denmark.
In many markets, HARDI is the leader setting the standard for safety, user friendliness and optimal use of the plant protection
products.
Company related
COOPER P E G L E R
S P R A Y I N G
T E C H N O L O G Y
w w w. c o o p e r - p e g l e r. c o m
Product related
The HARDI branding system shows company
and product related brands.
HARDI is specialised in field sprayers,
nozzles, and application technology.
HARDI is producing sprayers from 1.5
litres, to 9,000 litres and booms from 4
metres to 52 metres as well as components
for sprayers.
The EVRARD brand was founded in 1952
and became part of the HARDI group in
1987. HARDI-EVRARD, which is located in
France, is specialised in developing and producing trailers for central Europe and selfpropelled field sprayers for the entire HARDI
group.
COOPER P E G L E R
S P R A Y I N G
T E C H N O L O G Y
w w w. c o o p e r - p e g l e r. c o m
COOPER PEGLER was founded in 1894 and
is the world-leading brand in hand operated
sprayers for professional use. The company
was acquired by HARDI in 1995 and has
today a wide product range of piston, diaphragm and compression hand operated
sprayers.
ILEMO-HARDI is the HARDI group know-how
centre for sprayers to be used especially in
vine and orchards. This company, located
in Spain, was acquired by HARDI in 1988
and has risen to the challenge to meet
world market demands for all types of
mistblowers.
POMMIER in France, is the world’s leading manufacturer of aluminium booms. The
range of booms is comprehensive and goes
up to a working width of 52 metres. The
Pommier booms are also sold as OEM to
other brands.
Pommier is supplying HARDI and EVRARD
with its high-class booms and has been part
of the HARDI group since 1999.
Global marketing
Marketing and communication
Our goal is to increase focus on the brand
values of all its proudly protected names and
the images they project. The communication
is a mix of CRM based direct marketing and
activities out through the sales channels to
give dealers and customers an even stronger awareness. The marketing concepts are
based on a global platform for optimal usage and impact at the world market for
sprayers.
HARDI shop-in-shop
End user Products
Discussion
Dealer development
We see shop-in-shop and the dealer as important elements in our distribution system
to support the message “HARDI – Your
Sprayer Specialist”.
Internet - marketing in cyberspace
The prime objective for the HARDI
homepage is to apply know-how worldwide on application technique as well as
information to the HARDI sprayer group.
Farmers are attracted by the new graphic
designs and interactive elements for
improved information methods.
www.hardi-international.com
10
Interactive homepage
Meeting point
HARDI indoor stand
Exhibitions as communication
HARDI attends a large number of the major
international agricultural shows worldwide.
We consider exhibitions as one of the most
important marketing activities, where we
show farmers solutions to their future
needs for responsible plant care.
At HARDI’s stand, we work with new concepts of spraying techniques.
Design concepts presented in the Nørre Alslev Showroom
Presentation
Interactive medias
Demonstration
Up Front profile
Sales materials
HARDI products are marketed in more than
100 countries and sales materials are produced in a large number of languages.
Marketing strategy is to have different sales
tools to different segments and customer
groups.
This gives a variety of 35 printed sales tools.
Flyers, brochures, product guides, interactive CD Roms are
produced to support sales on HARDI products
11
Production of quality
Production
Assembly, sales and service
Sales and service
Norway
England
Canada
USA
France
Sweden
Denmark
Germany
Poland
Austria Russia
Spain
Australia
The HARDI world map
Taastrup - Denmark
Component production
HARDI headquarters Taastrup - Denmark
The HARDI headquarters is located in Taastrup just outside Copenhagen. Besides the
management of the HARDI group, this is
where you will find the overall functions of
the group for sales and marketing, research
and development, finance, IT and human
resources. The group’s largest production
facility - is located in Nørre Alslev (100 km
from HARDI headquarters). Here production
of large components, assembly and testing
of complete sprayers and components take
place.
Pump production
HARDI production strategy
The markets are changing, and today the
demand from the more developed areas is
for very large machines with many features,
very customised, and manufactured in relatively small numbers.
HARDI will be able to live up to these market wishes with efficient production and high
quality products at competitive costs.
Our production processes are under constant development, and an important investment programme in efficient flexible production is applied.
Through acquisitions over a number of
years, HARDI has today production in
France, Spain, and Australia as well as assembly of products in Denmark, France,
Spain, North America and Australia.
12
Surface and painting facility
Assembly
Laser cutters
HARDI factory, assembly and test centre
Nørre Alslev - Denmark
The Nørre Alslev factory is the main factory of
the HARDI group. In these 50,000 m2 facilities, tons of steel and plastic are converted
into high quality components and finished
sprayers every day. All steel components
undergo a 13 step zinc phosphate surface
treatment before being sent to the automatic electrostatic powder coating facility.
The steel components are then finally heated
in a large oven, resulting in a very strong,
corrosion protected surface.
Nørre Alslev - Denmark
HARDI SERVICE
The support and shipping function is also
located in the factory in Nørre Alslev.
Orders from the whole world for components and
spare parts are received and processed here. More
than 150,000 lines are processed per year.
Spare parts handling Nørre Alslev
HARDI trailed and lift mounted field
sprayers, hand operated sprayers, and components production of pumps, synthetic
components and nozzles. For our worldwide
markets are the main products manufactured in Nørre Alslev.
13
Final test - ALPHA at the spray scanner
HARDI-EVRARD S.A – Savigny, France Beaurainville
Viabon
Headquarters - HARDIEVRARD S.A. France
- Management functions,
logistics, assembly and stock.
Product research and development
for intensive farming.
Production of EVRARD trailed
sprayers.
Production of EVRARD and HARDI
self-propelled sprayers.
POMMIER
Development and production of
aluminium booms.
ILEMO-HARDI S.A. – Lleida, Spain
Line assembly
Production of mistblowers
HARDI research and
development centre for
mistblowers.
Production of mistblowers
for vineyard and orchard
growers.
Specialised applications
need specialised products.
14
Laser cutter
HARDI Australia Pty. Ltd., Adelaide
Development
Production
Management functions, overall
sales and marketing.
Product development of sprayers
adapted for the Australian
market. Production of trailed
sprayers for extensive farming.
HARDI Australia is part of the
Pro-E design and engineer computer network within the HARDI
group.
HARDI production of components
and trailers at the Adelaide plant.
HARDI Inc. – Davenport, Iowa - USA
California - USA
London, Ontario - Canada
In California, HARDI has its
American centre for product
assembly and stock of orchard and
vineyard sprayers.
Sales and service, product
assembly, and stock for the
Eastern Canadian and Eastern
US market are located in London,
Ontario.
The North American headquarters,
Davenport, Iowa, is located in
the middle of the corn belt.
Management functions, product
assembly, stock, and local product
development for the North
American market are parts of the
Davenport headquarters.
15
Products - solutions
12 European
Awards
New COMMANDER
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FIMA 2006 / E
The COMMANDER trailer has received 11 Awards
HARDI has a product range adapted for efficient plant care throughout the world - global, but with a local presence.
In order to fulfil the customer demands,
HARDI maintains a complete product range,
achieved by combining – where possible - a
common range of booms, tanks and frames
and on the basis of the same fluid systems.
Pumps and nozzles
The HARDI diaphragm pumps are recognised
for their reliability and low maintenance.
HARDI also has the most complete range of
nozzles for agricultural use.
As a global specialist, HARDI can benefit
from the product range throughout the
world, providing the dealers and customers with a sprayer for any need. From 1.5
litre hand-held equipment to 9,000 litres
sprayers or self-propelled sprayers.
Hand-held spraying equipment
The HARDI and COOPER PEGLER product
range complies with needs of intensive use in
large plantations in Asia and Africa, intensive
use in Western European horticulture, amenity and industrial areas.
HARDI electronics
Precise and accurate control of the complex
sprayers of today has created a platform
for electronics on the sprayer. HARDI
provides electronic solutions for the simple
and reliable control and for the demanding
end user with a need for advanced records
and satellite control of the sprayer.
16
Self-propelled sprayers
HARDI’s range of self-propelled sprayers is highly recognised for its unique design enabling
the sprayers to work even in the most difficult conditions. Available with tank sizes from
2,500 to 4,100 litres and boom widths up to 36 metres.
Lift mounted sprayers
HARDI maintains a high share in this market segment. Sprayers with manually folded
or fully controlled booms and tanks up to
2,500 litre capacity with combined front and
rear tanks.
Sprayers for horticulture and vine
The HARDI range of mistblowers has proven
efficiency all over the world with innovative
air and fan technology. This range contains
lift and trailed sprayers with tank sizes from
400 to 3,500 litres.
Trailed sprayers
Being the most important segment these
’state of the art’ products fulfil the needs
of the large farmer treating thousands of
hectares per season as well as the smaller
farmers working at low speeds in hilly regions. The largest trailers haul up to 9,000
litres.
Air assisted field sprayers
The air assisted field sprayers represent the
ultimate application technique and will benefit
the farmer and minimise impact on the environment. Developed and patented by HARDI,
these booms allow application at low rates
and with minimum drift.
TWIN FORCE booms are available up to 30
metre width.
17
Research and development
The right product at the right time
To be the global application specialist in
equipment for crop care has required that
research and development are in constant
focus. HARDI will maintain its leading role in
supplying the right product now and in the
future. Key focus areas include efficiency,
precision, and user friendliness of all products - all vital requirements for assured optimal spraying.
In touch with the markets
The organisation behind our global product
development is based on tremendous experience, know-how and innovation. Product
development centres in Denmark, France,
Spain, USA and Australia maintain contact
with local market requirements, trends,
practices and legislation. Coupling this
strong resource to specialist know-how on
sprayers and components allows HARDI to
utilise common platform products with local
adaptations to suit virtually all demands.
18
Tests and more tests give the best product on its market launch day
To deliver the right product in a short time
requires that we heavily rely on high technology tools in all phases – from concept
to production. Integrated computer based
design, analysis and simulation ensure a
smooth path from idea to prototypes. New
products have to pass each and every test
phase. From functional tests to the verification of specifications, structural tests
that evaluate high stress situations, fatigue
tests that indicate lifetime and wear resistance to final field test with the purpose of
ensuring optimal user friendliness. All stages guarantee the highest product quality.
All interests protected in product development
Product development benefits from equal
inputs of customer market co-operation,
project group member experience, market
knowledge and technology awareness. HARDI
emphasises the strength of possessing
strong abilities in all processes and utilising
this in integrated product development.
All product development projects have to
pass a number of well defined phases. Our
specialist role is supported by the membership of the project groups consisting of
product development and production engineers, agronomists, quality technicians and
sales/marketing specialists.
Engineers out in the field
In order to maintain good farming experience
and application knowledge, all engineering
staff continuously participates in field tests,
follow-up, application technology courses,
field tours, technical courses, co-operation
with agricultural research institutes and
technical universities as well as attends agricultural exhibitions.
19
HARDI ACADEMY
The HARDI Academy training concept supports HARDI’s expanding market coverage worldwide
The customer
For the farmer it is important that his HARDI
sprayer – small or big – is backed up by technical support and the latest application information.
Benefits
The farmer gets the highest benefit out of
his plant care when he knows the sprayer in
details and can choose the correct spraying
technique.
The information to the farmer comes from
various sources – from the HARDI dealer,
the local HARDI experts and sometimes directly from HARDI INTERNATIONAL A/S.
Know-how for everyone
At the same time it is important that experts from chemical companies and advisors have access to the same pool of
knowledge about HARDI sprayers and
spray technique.
Information
A knowledgeable farmer will be judged by the
consumer as being a responsible administrator of the environment.
Insight
Understanding
The feedback from farmers and operators is
the best reward for being better and stronger
in knowledge distribution.
Efficacy
The modern and professional farmer looks for
information about efficient plant care everywhere. Knowledge about application of plant
protection chemicals is maybe the most complex process the farmer has to consider.
Knowledge
Exhibitions and demonstrations
The farmer is present on many occasions
to obtain all that information about HARDI
sprayers.
Seminars and clinics at dealerships
At exhibitions HARDI sprayers expose the
farmer to all new trends in techniques.
Field demonstrations show how efficient a
HARDI sprayer works in the field.
20
HARDI ACADEMY
A great number of farmers, operators, dealer staff and HARDI people acquire their first basic
knowledge of sprayers at HARDI courses and are currently updated to be specialists.
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HARDI everywhere
Dealer courses at the main plant in Nørre
Alslev ensure a high service capability.
Sales staff ensures the farmer about HARDI’s awareness of plant care needs.
CaliPilot and interactiv medias
Nearly all professional farmers world-wide
make daily use of their PC for better decisions. Therefore HARDI also teaches and
tests the operators by use of electronic
tools to become better in application.
In agricultural literature the farmer gets detailed information about test of and developments of HARDI sprayers.
The interactive media is a quick and perfect
tool for fast learning of the basic knowledge
in sprayer and application technique.
We want everyone to become acquainted
with HARDI products – factory staff, sales
and service people, dealers and farmers
– and to be proud of working with HARDI
equipment.
The CaliPilot programme for PDA helps the
operator to easy and safe choice of correct
nozzles, km/h etc.
Education
Confidence
Field demonstrations
These events are becoming more popular
because the farmer here has the most direct information on products. Every person in the HARDI team has to be trained in
the latest product information and give the
farmer a top professional demonstration.
Demonstration track
World-wide the farmer is the tough critical judge when sprayers are demonstrated.
In Nørre Alslev at our demo-track we train
our pilots to be just as good a driver as the
farmer himself.
Demonstration
The new sprayer for the farmer
A sprayer sale is not completed until the
end user has received adequate information
about the use.
A satisfied farmer is the proof of a welltrained and knowledgeable sales or service
person.
He is then able to maximise his plant husbandry and minimise the imviromental
impact.
21
People – ideas - results
People
Our customers and employees are the HARDI group’s most important assets.
Customers
It is our objective to listen to and be inspired
by our customers in order better to meet
their demands now and in the future.
In HARDI we optimise this initiative by
encouraging end users - the customers to participate in intensive course activities
both at the factory in Denmark and in their
respective home markets. Our customers’
wishes and ideas become known through
different types of end user panels, and
through exhibitions, demonstrations and
other market related activities.
The knowledge of our customers contributes to optimising HARDI’s product development process, communication and after
market service.
Employees
The staff within the HARDI group is characterised by its high quality and high degree of
specialist competence. Worldwide, we have
the largest team of specialists within application technique.
Highly qualified employees are attracted to
HARDI for its reputation - as an innovating
and challenging place to work.
22
Local management
• Supports the development of our employees through inspiration, respect and leadership.
•Ensures that all employees have skills that
make us an organisation which masters
innovations and changes. These competencies are strengthened through education,
internally and externally, to ensure optimal
opportunities for further development.
Managers in HARDI shall set the best example
• Through team building, using reliable, inspiring and motivating management to
reach all intended goals.
Promoting quality-conscious efficiency
• By focusing on all work areas to constantly
evaluate working processes that will optimise and develop our company.
Showing willingness to changes through openness and a positive attitude
• Using an open leadership style that will develop our organisation to adopt new ideas
and to quickly prepare the changes needed.
History
HARDI INTERNATIONAL A/S
Helgeshøj Allé 38,
DK-2630 Taastrup, Denmark
A Danish industrial fairy tale
The HARDI idea started in 1957, when Hartvig
Jensen established the company. He was a gardener and needed a quality sprayer.
After a few years the company expanded horticuturally and invested in large production facilities outside Copenhagen.
The HARDI sprayers were soon retailed not only
to Danish, but also European farmers, and the
company expanded rapidly.
Phone: +45 43 58 83 00
Fax: +45 43 71 33 55
www.hardi-international.com
Danmark
Denmark
Dänemark
Dinamarca
Danemark
HARDI SKANDINAVIEN
Helgeshøj Allé 38,
DK-2630 Taastrup, Denmark
Phone: +45 43 58 85 00
Fax: +45 43 58 85 20
www.hardi.dk
Time line
1957
HARDI was founded by Hartvig Jensen
Production of the 1-cylinder HARDI pump started
SVENSKA HARDI AB
Box 50 444 • 202 14 Malmö
Phone: +46 40-210 250
Fax: +46 40-210 251
1958
Factory buildings in Glostrup, Denmark, were
bought
1959
Started export of pumps to Evers & Wall
(England)
1967
SVENSKA HARDI was founded
www.hardi.dk
Spanien
Spain
Spanien
España
Espagne
1974
Nørre Alslev was built 5,000 m2
(today 47,000 m2)
1995
World leading hand-operated sprayers COOPER
PEGLER was acquired
Fax: +47 61111660
HARDI-EVRARD S.A.
Phone: +33 1 64 10 54 00
Fax: +33 1 64 10 54 10
www.hardi-fr.com
1987
EVRARD in France acquired
The air assisted concept TWIN was born
1989
New headquarters and factory in Taastrup
Dokka, Norway
Phone: +47 61111100
Savigny (Paris), France
1983
HARDI INC. established
1988
ILEMO in Spain acquired
HARDI NORGE A/S
HARDI GmbH
Frankrig
France
Frankreich
Francia
France
Wedemark-Mellendorf, Germany
Phone: + 49 (5130) 97 68 0
Fax: + 49 (5130) 48 81
www.hardi-gmbh.com
HARDI LTD.,
Clifton-upon-Dunsmore Rugby,
1997
Auriga Industries acquired HARDI
England
Phone: +44 1 788 86 11 44
1998
Australian production site established
Fax: +44 1 788 86 04 50
www.hardi.co.uk
1999
POMMIER in France acquired
2000
New paint facility and re-designed factory layout
in Nørre Alslev
2001
Consolidation of Scandinavian markets
Delivery of fully assembled and tested sprayers
directly from Nørre Alslev factory
ILEMO-HARDI S.A.
USA
USA
USA
EE.UU.
USA
www.hardi-es.com
Davenport, IA, USA
Phone: +1 563 386 17 30
2003
All production in Denmark gathered in Nørre
Alslev
Fax: +1 563 386 17 10
www.hardi-us.com
2004
Sales organisation in Poland established
2006
Launch of “The intelligent sprayer” concept
Fax: +34 973 20 81 53
HARDI INC.
2002
Australian distribution acquired
2005
Launch of New COMMANDER trailers based on
“Functional design“. 11 European Awards
Lleida, Spain
Phone: +34 973 20 80 12
HARDI Australia Pty. Ltd.
Cavan, South Australia
Australien
Australia
Australien
Australia
Australie
Phone: +61 8 83 59 54 00
Fax: +61 8 83 59 54 11
www.hardi-aus.com
23
www.hardi-international.com
GB.HIA 890501.06.2006 - HIA.MARKETING
HARDI INTERNATIONAL A/S
DK-2630 Taastrup, Denmark