Trimax Mowing exporter of the year

A significant factor in Trimax Mowing Systems winning this year's Bay of Plenty ExportNZ Awards was its commitment to getting closer to its customer base in export markets, says general manager Mike Sievwright.

"Essentially we've shifted from a traditional model of manufacturing here and sending product to markets, to placing a big focus on getting closer to our customers with our own distributors and networks," he said.

That had been the case in the US for some years, but ties had been strengthened, while 18 months ago Trimax set up its own distribution company in Australia. In the UK, in a significant change, the company has set up a manufacturing facility along with a stronger distribution network.

"People know we're serious, we're not just sending our product across, we're there to stay," he said.

Trimax is a family-owned, Tauranga-based company that designs, manufactures and distributes tractor-powered mowing equipment globally for municipal and commercial applications. The company focuses on the SMORT market - for sports, municipalities, out of the rough (golf) and turf farms, and doesn't make sit-on-top mowers.

"We've focused on being the best at those areas, rather than being a catchall to everybody," said Mr Sievwright.

The company was founded in 1981 by Mike's father, managing director Bob Sievwright - currently in the US visiting clients - and has been exporting since 1985. The judging panel for the awards, which cover Tauranga, Rotorua, Taupo and Whakatane, said Trimax's culture was based on connecting directly with customers and a "how can we?" approach.

"Trimax has revamped its operating model, established its own distribution and service support structures in-market, and evolved to in-market manufacturing capability while retaining the core product development and design component in New Zealand," the judges said.

"Critically it is also shifting customer purchase decision criteria, notably amongst its municipal authority customer base, to a total cost of ownership framework, and it's working."

Mr Sievwright said the trend was towards less frequent cutting in New Zealand and globally since the recession.

"To halve the price of cutting a sports field, they cut it half as often and that's a global trend, so they're looking to machines that can manage that capacity," he said.

"We do sell to some individuals and private estates, but the majority of our clients are businesses and contractors where they need a product that delivers long life and high output.

"We are selling the long-term advantages of our machines, which have a three-year warranty."

Mr Sievwright said the company's distribution model had evolved to deal with New Zealand's distance from Trimax's markets.

And he noted that though Trimax had developed a manufacturing business in the UK, it had also expanded its manufacturing capabilities in the Bay of Plenty, where it employs about 45 of its total of 60 staff globally.

What the company achieved at the BOP ExportNZ Awards

Winner - Sharp Tudhope Lawyers Exporter of the Year Award

Finalist - Beca Export Achievement Award - general manager Mike Sievwright