AFGRI Equipment, a distributor of John Deere Equipment, understands that success in the construction and mining industries hinges on having reliable, high-performance equipment. A commitment to excellence has made them a trusted partner for many farmers, and now they are extending that same dedication to local mining, construction, and forestry companies by developing a stand-alone Construction & Forestry (C&F) business unit to better serve clients in these demanding industries. Construction World spoke with Pieter Nel, AFGRI Equipment’s Operations Manager for Construction and Forestry, about their focused approach and how they meet the unique needs of customers.
Meeting the needs of mining, construction and forestry sectors
“AFGRI Equipment has always prioritised customer satisfaction. In agriculture, we provide familiar and dependable John Deere products, supported by nearby branches stocked with parts and support. In the mining and construction sectors, where efficiency and uptime are crucial, we need to ensure machine availability exceeds 90%. This high standard is achieved through robust technical support, rapid warranty decisions, and a fleet of rental and demonstrator machines. Our goal is to keep your operations running smoothly, allowing you to meet your production targets consistently. This is achieved by offering technicians on site, strategically placed parts, operator training, training of customers’ own technicians, and linking customers to the JD Link system, which is an industry-leading telematics solution.”
Tailoring our machine range for construction
“Understanding market needs is key. Since AFGRI Equipment began distributing John Deere mining and construction equipment locally, the product portfolio has expanded significantly. This expansion included more dozers, wheeled loaders, TLBs, and the introduction of excavators and ADT ranges that are delivering amazing results. This gives local customers, who have been familiar with John Deere equipment since 2002, more choice and a better fit for their business.”
Dedicated focus on mining and construction
“We were initially cautioned about the perception of being an agricultural equipment distributor wanting to play in the yellow metal field. From day one, we’ve maintained a separate, dedicated focus on C&F, bringing in salespeople, technical personnel, and administrative staff with industry-specific expertise. Our 65 professionals across Southern Africa are committed to supporting your business with unparalleled service.”
Expert training for our staff
“We invest in consistent training to ensure our staff remain experts in their field. Whether through online courses or face-to-face sessions led by factory staff, we maintain rigorous training standards, whether it be sales, support service, or parts expert career paths, to meet John Deere’s specifications.”
Customer-centric service approach
“Our approach is unique: rather than following industry norms, we re-evaluate and prioritise customer needs and respond to them. We operate flexibly, whether that means having technicians on-site, converting fleets to John Deere and providing support training, or providing specialised training for your operators and technicians. We aim to minimise your hassles and keep your operations focused and productive.”
Expanding our footprint
“AFGRI Equipment’s hybrid model for C&F includes 26 branches across South Africa, with 70% of the territory covered. There are five hybrid locations that supply agricultural and construction equipment in Bethlehem, Brits, Bellville, Vredendal, and Polokwane. Furthermore, we have four dedicated C&F branches in Tzaneen, Pomona, Middelburg, and Springbok, with more specialised branches on the horizon. Our new 2,000-square-metre facility on the R21 in Gauteng, set to open in December, will further enhance our service capabilities, training capabilities, and market accessibility. Additionally, we have a presence in Namibia, Botswana, and Zimbabwe, ensuring broad support across the region.”
Customer experience
“Our ultimate goal is to simplify your operations. We understand the importance of keeping projects on time, within budget, and delivering quota, whether it be by ton or hour. By taking care of all the ancillary details, we allow you to focus on what you do best - delivering results.”
In a nutshell
“AFGRI Equipment offers a unique proposition for customers. On one side, you have John Deere, a brand with a legacy since 1837. On the other, you have AFGRI, a company with 100 years of history, 60 of those as a John Deere dealer. Together, we offer a product line known for excellent fuel consumption, high productivity, ease of maintenance, operator comfort, and safety. Our team, specialised and laser-focused on customer service, ensures the fastest, most hassle-free experience in the market. We are constantly looking at methods to expand and better serve our customers, so far this strategy has worked well for us, and we are extremely excited about the future.” - Pieter Nel
