Zonna: Between special crops and reliable technology
From a small department store to a specialist partner for agricultural engineering: the family-run business Zonna has been working with HORSCH since 2016 – particularly in the field of crop care, the assets of the Leeb technology are perfectly in line with the requirements of many Dutch farms.
The family-run business Zonna, which has its roots in Beilen, has been one of the best-known names in the agricultural engineering business in the Netherlands for many years. Yet its story began quite differently. In the 1930s, Jan Hepping opened a department store. “You could buy pots, pans and other household items there,” says Jan Hepping, the founder’s grandson. Together with his brother Gerben, he is the third generation to run the business.
It was only after the Second World War that the business gradually began to specialise in agricultural engineering. With the increasing mechanisation of agriculture, farmers’ needs changed and with them Zonna’s product range. The department store gradually developed into a specialised agricultural machinery dealer. In the mid-1950s, the company started working with manufacturers such as Grimme and Strautmann, with further brands joining the portfolio later on.
To this day, Zonna has deliberately maintained a clear strategy. “We have a limited portfolio of manufacturers so that we can remain specialists. We don’t want to be a department store,” Hepping says. This philosophy continues to shape the company to this day. Rather than selling as many brands as possible, Zonna focuses on providing intensive support, technical know-how and long-term customer relationships. There are now around 35 employees working at the sites in Beilen and Boekel. Many customers have been loyal to the company for decades. “My father often sold the machines to the fathers of today’s customers – and today we are selling to the next generation,” explains Jan Hepping.
Specific requirements
These long-standing partnerships are particularly beneficial given the agricultural structures in the Netherlands. At the same time, they foster a deep understanding of the farms’ requirements and specific characteristics over many years, as the market is special. Potatoes, onions, seed propagation and flower bulbs are produced in large quantities for international markets. While this generates high revenues, it also presents farms with significant challenges. “You won’t make any money growing cereals here,” Jan Hepping admits frankly. The high land and lease prices leave many farmers with little choice but to focus on crops with high added value.
Work is carried out with a corresponding level of intensity. In the crop care sector in particular, this results in tight timeframes and corresponding demands on the technology. At the same time, weather conditions and legal requirements mean that machinery has to work with utmost precision. In many places, the landscape is characterised by ditches and canals.
Therefore, the appropriate plant protection technology is of major importance. Machines have to work reliably and achieve high work rates, often in difficult conditions. “If the sprayer breaks down, the farm has a real problem,” Jan Hepping describes the situation.
Partnership with HORSCH
Consequently, when the partnership between HORSCH and Zonna began in 2016, the focus was on one sector: crop care. At that time, HORSCH was looking for a reliable partner in the Netherlands to gain a foothold in the local market. Leeb technology quickly proved to be the perfect fit for the requirements of many farms.
The boom control system in particular impressed many customers – and Jan Hepping himself. He first had the chance to see the technology in action in challenging conditions at a tulip farm. “There was virtually no drift to be seen. I’ve never seen that with any other brand,” he recalls. The trailed Leeb crop care sprayers - as well as to an increasing extent the self-propelled sprayers - remain very popular to this day.
Even ten years later, crop care still accounts for the majority of the company’s business. At the same time, this technology has also opened the door to other product sectors. “Customers who are impressed by the sprayer are often more open to other machines as well,” the managing director explains. As a result, machines for tillage and seeding are now playing an increasingly important role.
Technology for tight timeframes
Vegetable and special crop cultivation place high demands on crop care technology. Precision, flexibility and a high degree of reliability are essential, as are high work rates. When the partnership with HORSCH began 10 years ago, the range stopped at a working width of 42 metres. “We said back then: if we want to be successful here, we have to go wider,” Jan Hepping recalls. Today, working widths of 45, 48 or 51 metres have long been standard in some regions. Variable track width has also become increasingly important for many farms. Different crops require flexible machine concepts. “Track width and boom width were very important developments for our market,” Hepping emphasises. These additions to the portfolio made all the difference in many discussions.
At the same time, many of the machines at Zonna are customised to meet customers’ specific requirements. “Hardly a single sprayer leaves the premises here without being adapted in some way,” Hepping says. Additional tanks, special tyres or technical modifications are now part of everyday life for many farms.
This feedback and the practical requirements are passed on directly to HORSCH – both companies are committed to providing solutions that are as individual as possible. This collaborative approach results in solutions that are precisely customised to the requirements of the farms. “In our market, bespoke solutions often are crucial,” Jan Hepping points out.
Service as the basis
For Zonna, the concept of service is at least as important as the technology itself. Machines have to work reliably, especially when timeframes are tight. “Service and the supply of spare parts are absolutely essential,” Jan Hepping confirms. “Otherwise, it simply won’t work.”
Due to Zonna’s specialisation, its service staff have the relevant experience. This means that many issues can be quickly identified and, in some cases, resolved over the phone – a real advantage when time is of the essence.
It’s not just about technology, but also about trust. Many farms have been working with Zonna for decades, some for generations. In specialist sectors such as potatoes, flower bulbs and seeds, reliability and having a dedicated point of contact are particularly important. “Customers have to be sure that someone is there for them if anything goes wrong,” he describes the company’s ethos.
Looking ahead
Jan Hepping expects further changes in the agricultural sector in the future. Farms continue to grow, while at the same time it is becoming more difficult to find skilled workers. Consequently, the requirements on technology increase. Machines have to work more and at the same time as efficiently as possible. In the crop care sector in particular, farms are increasingly focusing on issues such as site-specific application, SpotSpraying, and a more targeted and reduced application of plant protection agents.
The new site in Beilen also is to contribute to this. For historical reasons, the current headquarters is located in the heart of the town. What once was ideal for a department store is now reaching its limits. Therefore, Zonna already uses an additional warehouse outside the town centre where machinery is assembled and maintained. This is where the new site will be built offering more space for the workshop, warehouse and service facilities.
However, according to Jan Hepping, the fundamental approach will not change. Zonna intends to remain close to its customers in the future. Many requirements arise directly from practical experience. Consequently, close communication with customers will remain just as important in the future.