Family business successfully established as importer/dealer

Beel company: 90 years of passion for people and technology

Firm Beel is a fixture when it comes to agriculture and earthmoving. This family business focuses on the added value of technology for the user, with respect for people, nature and sustainability. The foundations were laid in 1932, when René Beel started with a forge and hardware store. Soon the passion for technology was crowned with the distribution of Hitachi alongside the agricultural brands MF and Claas. The initial impetus was given for the development of a family business where a solution is happily worked out for every customer request. With CEO Karel Beel, we are looking ahead to the growth path that will be mapped out to serve the agricultural, earthmoving and rental service customers even better.

Your family business was passed down from father to son each time?

Karel Beel: "Indeed. My grandfather started the business in 1932 and in the 1950s his sons Carlos and Hervé entered the business. Together they put Firma Beel on the map as a trusted partner for agriculture, horticulture and earthmoving. The great advantage of being a family business is the close relationship with the customers and that creates a bond. The human aspect is very important to us. I have been working for 30 years and have been in charge since 2000. Meanwhile, with Robin and Britt, the fourth generation is possibly on its way. So future assured!"

As a company, Firma Beel has grown significantly over the past few decades?

"We have indeed experienced an exponential growth trajectory over the last few decades. As in any industry, sometimes you have to take a leap to get ahead. We are now active with several branches throughout West and East Flanders, so that the customer always has a point of contact nearby. On the other hand, distance should not be an obstacle, since you can assist customers in a multifaceted way with a focused approach. We focus on specialization on the one hand, but equally go broad. A good example are our horticultural stores in Ronse, Wortegem and Roeselare. We also have a lot of critical mass in earth-moving and this enables our product specialists to respond directly to customer needs. Besides product knowledge, there is our technical know-how, which enables us to offer the customer a customized machine. The service aspect is widely promoted with us. In addition to an extensive parts supply, we have a fleet of replacement machines and, finally, a mobile service organization. So we are going to serve the customer more and more at home or at the yard. The customer is helped quickly and does not lose time by having to drive back and forth to one of our branches. This mobile workshop service is one of the spearheads of the professionalization of our services in the future. Every problem large or small requires the most efficient solution and we will continue to focus on that. In this respect, our employees are invaluable. They put their heart and soul into making what is good even better. Strong work!"

Also as an importer there is a clear progression?

"On the one hand, we assume a position as the main dealer of brands such as Hitachi, Topcon, Hamm, MF and Claas. On the other hand, we also take on the exclusive importership of leading manufacturers such as Giant, Prinoth, Prinoth vegetation, AP Machinery, Raven and Hydraram. In this regard, we work with dealers who ensure an appropriate geographical distribution. So you will notice that Firma Beel is expanding further in the direction of, for example, forestry with Prinoth vegetation. Furthermore, technology has to yield maximum returns and in that respect we have the specific department Smart
Farming & Construction established."

So does that mean you will also provide specific training?

"We are indeed developing a Pro-center. Here in the future, training will play a crucial role within the dynamics of our all-in service. This is how we help our customers get the most out of their products. For example, Smart Construction - to which Topcon also belongs - is sometimes seen as a complicated thing, while a contractor should see it as an evolution of the company's vision. By offering customers Smart Farming & Construction solutions, we ease the workload and increase efficiency. Customers who attend training testify that those few hours of effort pay off multiple times over in time and efficiency gains."

Smart Farming & Construction and Topcon go hand in hand?

"That's right. Topcon has been a partner of Firma Beel for many years. For all those who want to deliver precision work, the use of machine controls, GNS solutions and total stations is indispensable. This makes setting out levels and leveling buildings child's play. The great advantage is that we can offer a brand-independent solution, so even on excavators other than Hitachi. Reliable machines and ditto service are therefore an absolute necessity. And that is precisely what connects Firma Beel."

Growth does broaden. Where exactly are the emphases?

"As a dealer, we will continue to strengthen our network and possibly expand our area of operation. If you want to build a good general service and parts supply, numbers are a must. In addition, we will continue to focus on knowledge building
and transfer. We are also working hard to improve the performance of our management team. Both in sales, operations and finance, we are broadening the capacities within our company. IT and HR policy challenges are also being addressed. All facets of the company are being made ready for the future."

Why do customers choose Firma Beel?

"As a company, we want to be a reliable partner for agriculture and horticulture, as well as earth moving and green business. In addition to the business aspect, for us as a family business there is an important focus regarding perception. The bond of trust with customers grows over the years and we remain their personal point of contact. Thus, we also participate in the open business day in October to show everyone all facets of our company. In addition, we are committed to maximum flexibility within our service provision."

With what vision do you see Firma Beel evolving toward its 100th anniversary?

"The information superhighway and digitalization will accelerate. Combined with the further professionalization of our customers, this will only raise expectations further. As dealers and importers, we will have to further strengthen the quality of our technical solutions. Data processing will become a spearhead. I also expect further consolidation and specialization within our sector. We will involve our customers in this transition in order to achieve a win-win situation."