A new image for the machinery division

Dec 20, 2023

The machinery division of Avantis Coopérative has adopted a new unifying and inclusive brand image for all of its activities, including all its establishments in Chaudière-Appalaches, Bas-Saint-Laurent and Mauricie as well as its partner companies J.-René Lafond in Mirabel and Équipements JMAR in Alma. Although the latter retain their own well-known identity in their region, they will proudly endorse their belonging to Machinerie Avantis. A strong image to clearly communicate its diversified service offering.

“This important step, aligned with its business strategy, strengthens the division’s positioning in the industry, with its business partners and its customers,” mentioned the CEO of Avantis Coopérative, Michel Delisle.

“We operate in a multi-brand agricultural and industrial environment including renowned manufacturers such as New Holland, Wacker Neuson, Weidemann, Manitou and most recently Mecalac. The new Avantis Machinery identity clearly unites our entire offering while proudly displaying our membership in Avantis Cooperative,” explained the vice-president of the Machinery division, Jean- Sébastien Lemelin.

The presence of the Avantis brand in the commercial name Machinerie Avantis asserts with confidence their kinship bond, thus benefiting from the growing notoriety of the cooperative in mutual reinforcement.

Source : Avantis

Video: Western Canadian Agriculture: Hard Times Made the World's Best Farmers

Western Canadian agriculture produced the most advanced farmers in the world not through abundance but through adversity. The crow rate fell. The wheat price went nowhere. The brown envelopes stopped.

When the subsidies disappeared, the bad farmers left and the good ones stayed. And the ones who stayed could not just grow wheat anymore. They started growing lentils and canola and peas and flax and faba beans. They built crop rotation. They got serious about agronomy because there was no government backstop. That process produced the Western Canadian agriculture Dennis Bulani describes in this clip: the most advanced, most educated farming culture in the world.

His contrast with Iowa corn and soybean farmers is sharp. At a DeKalb farmer meeting in Okoboji, Iowa, he asked what crop rotation they ran. Beans on corn stubble, corn on bean stubble. How do you fertilize? The co-op agronomist handles it. Have you considered other crops? No need. We make so much money on corn and soybeans. Western Canadian agriculture was never allowed that comfort. And now those Iowa farmers are watching soybean markets lock up with China and corn prices slide, and they do not have the agronomy knowledge or the research base to pivot. Western Canadian farmers adapted on a dime because they had done it before.

Dennis also makes the case that Western Canadian agriculture keeps adapting in real time. Low commodity prices over the past year have pushed growers to look seriously at precision spot-spray technology. He knows a neighbor who bought a sprayer with the seeing-eye system and sprayed only 80 out of 320 acres. As a chemical retailer Dennis acknowledges that will affect his sales. He supports it anyway, because if it advances Canadian agriculture and makes farmers money, that is a good outcome.

The lesson Dennis draws from the tale of two farms: continuous improvement is the only durable strategy. When canola was $22 a bushel some growers went to Arizona instead of the Crop Production Show. When the price came down those same growers came back to the research and the discipline. Products do not go on Rack Petroleum's shelves unless they pass a replicated trial first. That is what Western Canadian agriculture built through hard times: farmers who do the work whether the times demand it or not.

Dennis Bulani is CEO of Rack Petroleum and Ultimate Yield in Biggar, Saskatchewan. Dan Aberhart hosts GTF Productions, Western Canadian Agriculture's foremost live briefing platform and its foremost AI training platform for ag operators