Metzer in Latin America – Local Cooperation Models
|Over the years, Metzer established operation centers/subsidiaries in Argentina, Mexico, and Peru and developed other models of collaboration|
|Interview with Claudio Mederdrut, Metzer’s sales and marketing manager in Latin America & Spain|
|December 24, 2020|
Metzer from Kibbutz Metzer is a leading global manufacturer and supplier of micro-irrigation devices, and a key player in irrigation technologies for various types of agricultural crops. Metzer sells its products and technology around the world, including in Latin and South America.
Claudio Mederdrut, who manages Metzer’s sales and marketing in Latin America since 2003, was born in Argentina and is a member of the kibbutz. His link to agriculture started in the kibbutz’s avocado plantations, so he understands irrigation very well. Over the years, he specialized in marketing and foreign trade.
In time, the company recognized the importance of being near the target customers and markets. This need was also voiced by the customers themselves, who emphasized the advantages and flexibility that could be gained by establishing local manufacturing facilities and/or logistic centers. This led Metzer to adopt a new approach to doing business in the region and consolidated different models of local operation centers that were adapted to the characteristics of each location. These changes quickly resulted in a marked increase in the company’s scope of operations and in improved profitability.
Over the years, Metzer established operation centers/subsidiaries in Argentina, Mexico, and Peru and developed other models of collaboration:
In the last five years, Metzer Argentina’s professionals have been providing services and support to Uruguay, Paraguay, Bolivia, and Colombia.
• In Mexico, Metzer joined forces with a local partner to establish a subsidiary in 2015, which is experiencing accelerated growth. The joint company has a plant in the city of Leon, with three production lines for drip-irrigation devices and polyethylene piping, all of which are planned to be expanded in the near future.
• In Peru, Metzer established a center two years ago in partnership with a company from Chile, which also markets its products locally. The model in Peru is one of a trading company that imports equipment and devices from Israel and from Chile and sells them over the entire territory.
Claudio Mederdrut visits all three locations twice or three times a year. Due to the COVID-19 pandemic, communications are now 100% remote, but local marketing and technical personnel are allowed to travel to each region and provide support to farmers more closely.
Mederdrut says that Metzer consolidates its relationships with customers in Latin America through constant dialog and collaboration at all levels. “The local young generation has penetrated the agricultural industry in all areas, such that we see more and more young engineers and agronomists, including women, engaging in irrigation”, he adds.
Local awareness to the fact that water is a scarce resource that must be managed rationally is slowly being gained, and the demand for suitable solutions is in the rise. In addition to smart irrigation, Metzer is also successfully involved in projects for managing water sources and wastewater in these countries. It also collaborates with infrastructure and water-treatment companies, where Metzer can provide a great variety of products based on its many years of experience.
For more info please contact Claudio Mederdrut at: firstname.lastname@example.org