Company Announcement - The modern everything-under-one-roof complex that was opened by Hinterland in Wesselsbron on 22 October this year sets a new standard in agricultural retailing and primarily offers more access and support to customers. ‘Hinterland’s investment of R25 million in Wesselsbron to offer our customers a full package of input products and services at one central point, confirms that we believe in the future of the rural areas and agriculture,’ said Frans du Plessis, Hinterland’s managing director, at the opening.

In the past, producers from Wesselsbron had to do their agricultural business with Hinterland Senwes Village at various premises. The new flagship complex, which occupies more than 5 400 square metres, houses the retail branch, parts division, workshop, filling station and store – all under one roof and on one site. Although the mechanisation business is excluded from the Hinterland legal entity, it is managed as an integrated offering through a separate, focused structure. All of this is included in the integrated one-stop solution to clients.

At the invitation of Hinterland, a longstanding producer customer of Wesselsbron, WH van Zyl, conveyed a message on behalf of the customers at the opening. ‘It is truly a one-stop service, because everything is together. The quality and design of the building are very convenient and practical – it is actually a monument to Wesselsbron. To us as customers it is positive that Hinterland is investing in rural towns,’ he said. It has taken 15 months to complete the project since the contractors started on the site. The building boasts an environmentally friendly design and building style that lead to the optimum utilisation of natural light and ventilation. Rainwater from the roofs is collected in tanks and later used to clean tractors at the washing bay. The Hinterland Senwes Village in Wesselsbron is the first of a number of operational units to be upgraded in the modern, accessible style. Hinterland conducts its business from 60 operational units across the eastern and western grain-producing areas of South Africa. Construction work for the upgrading of the Hinterland Senwes Village in Hoopstad is already well underway.

One of the biggest consolidation transactions to date in South African agriculture took place when Hinterland was formed sixteen months ago through the merger of the AFGRI and Senwes retail and wholesale businesses with respect to agricultural inputs. Hinterland’s strategic intention is to be the preferred channel for suppliers of agricultural inputs and produce to the end user – and at the same time to be the preferred supplier of all agricultural inputs to the producer by adding value and maintaining a focused value proposition.