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Horsch Builds Global Farm Equipment Company through Educating Farmers

Michael Horsch got his start building machinery for his family’s farm. He built his company around educating farmers on new farming practices, rather than trying to sell them equipment.

Most seasoned salespeople will attest that the toughest and most time consuming sale occurs when having to educate customers about how products will benefit them. Teaching customers never deterred Michael Horsch, of Horsch Manufacturing. By using a spade to turn over soil to show farmers and dealers how a new way of farming, along with his product, could improve soil, he built a $600 million global shortline company. By nature, he’s a farmer first and a manufacturer second; but his solution-driven design process, coupled with extensive travel and interaction with end-users, has enabled him to outsell much larger companies in niche markets.

Michael Horsch’s story starts in Germany, where his father, uncles and cousins got into farming in the early 1960s. Horsch says after the end of World War II, Germany was in the middle of the industrial revolution. “All the labor was going into industry and there were no cheap workers left for farming,” he says. “There were 200-500 acre farms run by Dukes and Lords and their labor ran away. So, they were looking for a way to either rent it out or sell. This was a chance for my father and his family to take over land in the ’60s and become crop farmers.”

Horsch says his family quickly realized that a two bottom plow and 35 horsepower tractor was not the tool for farming 1,200 acres. Plus, some of the land had just 5 inches of topsoil, with many rocks below. “As a 5 year old driving a tractor,” Horsch remembers, “I was pulling a trailer with guys walking behind, picking out rocks and throwing them in. There was a need to figure something else out to become more efficient, other than plowing the ground. Our family started looking into a min-till/no-till farming system, but there was no example for that. The scientists, local agriculture institutes and neighbors all said it would never work!”

During that time, the family’s farm was considered large, but Horsch was facing another issue; the land would not be enough to support everyone. “I had four younger brothers that also wanted the home farm,” Horsch says. “So, it was clear that not all five of us would be able to take it over from my father.”

Finding a Passion for Machinery

As a Mennonite, Horsch took advantage of a church-sponsored program to travel to the United States and work on farms. His father had been a part of a similar program in the late ’50s. “He always talked about this and showed me pictures from Nebraska and Iowa where he was a trainee. In the ’70s, that was the only way to stay here for at least a year and have a working permit, otherwise you could only come for 3 months. So, I used this with the idea of finding a piece of land and becoming a farmer in North America. That was the dream of an 18 year old.”

“I had to go back in late ’79 because my visa ran out,” Horsch says. “It had to be resubmitted from Germany and my intention was to immigrate here. The problem was the German government didn’t let me go, because I hadn’t done my service. In those days, you had to do army or civil service and without it, you couldn’t get another permit to leave the country. That was the start of the company, I had to do my civil service and then during evenings I was drawing up machinery and building no-till seeders.

“Problem was, there was no machinery available,” Horsch says, “so we had special machinery built. Then, we’d start cutting it up and rebuilding it. My father, who was rough on machinery, was always getting his ax and cutting stuff up, attaching railroad ties to it and changing openers. I always hated that he’d cut up the nice machinery with paint on it and didn’t put paint back on. So, I had ideas that when I built my own machinery, I would make it nice and work the first time.

“I made simple drawings and then went out in the workshop and started putting steel together,” Horsch says. “I had to find a way to lift up the straw, place a seed underneath, and then put the straw back on top. When my father and uncles found out I was onto something they said, ‘Get it done. Here’s some money if you need it. Build me one also.’ This is the spirit in our family; if somebody has a good idea, nobody says that you shouldn’t do it. Sundays after church, we walked fields with a spade, dug holes and learned how soil changes. Earthworm population went up and water infiltration went up with less tillage. We dealt with issues with weeds and so on and that was the start of the Horsch Machine Company.

“In 1980, I had the concept going and, in ’81, I built the first Seed Exactor for my father,” Horsch recalls. “The machine was the first rotary base with a seeding bar underneath; it was a no-till or maximum no-till seeder. Disturbance in those days wasn’t quite the way we wanted to place seed. Obviously, we’re not in a corn and bean country where I grew up, it’s mainly winter wheat. So, instead of putting seed down in rows, we wanted to scatter it. It was a solid seeding system with no rows, but with no contact with trash because we had problems when we had too much residue in contact with the seed, it was rotting.”

Horsch, at the age of 21, had the opportunity to refine the machine due to family demand. “Every three or four weeks I had to build one for an uncle, and then another uncle, because the whole family wanted one. They told me if it didn’t work, they’d help me make it work. As I kept building machines, I realized that it was a way to make money and to get into farming in a bigger way. Then obviously, I got stuck with debts and commitments, and the dream of becoming a farmer drifted away. In 1984, we officially started Horsch Machine Company.”

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