Grainswest - Tech 2024

Tech 2024 grainswest.com 29 A tom Jet Industries hangs its shingle on adaptability. The company was established in 1962 with its first product, an atomizer that functions like a humidifier, for coal fired furnaces. It wasn’t until the early ’80s, though, that the agricultural division of parent company took off, thanks to a conversation with a desperate farmer who needed a quality opener. That product was created, and, decades later, the company boasts more than 260 SKUs in its agricultural lineup, including openers. Its single shoot opener, along with mid- row banding scrapers for Bourgault drills and CNH single shoot scrapers, are its most popular items. Because customers deal with various field conditions, research and development is arguably Atom Jet’s most important wing of the business. Annually, the goal is to produce at least one new product. This past year it was a row closer. “In our dealings directly with farmers, we ask the question, ‘OK, this is our offering now, but what other challenges are you faced with?’” said Terry Dorratt, vice-president of sales and marketing. “With our knowledge of the industry and then getting feedback from growers and our dealer network, we identify a need and work on that product.” The company’s aftermarket lineup must work well with the multiple major players’ products, so attention to detail and communication are critical to guarantee interoperability. The Atom Jet R&D department works closely with those of OEMs, as well. Every detail from concept to completion requires more attention than ever, but Dorratt labels this a positive. “It’s probably gone to another level versus back when we started out; it was more two guys talking and sketching something together on a napkin and, ‘Oh, hey, let’s build this and give it a try,’” he said. “It’s evolved into a much more professional level. The commitment to the supply chain and delivering on time and combating some of the competition from outside of Canada also plays a role in strengthening those relationships.” Despite the close ties, obstacles remain. If an OEM makes a significant change to its machinery, it naturally triggers a short line to change its product. Proactive discussion will continue to help maintain Atom Jet’s success, said Dorratt. “That’s where the kind of the communication and relationship is really essential because we need to know what they’re doing because that ultimately affects our end product that we’re producing for them,” he said. “It’s probably more work and in some ways it’s more challenging, but I think it’s evolved to where, honestly, it’s better.” When an OEM works on the design of a ground engaging product, Atom Jet is often brought into these conversations very early. It’s to both companies’ advantage to share the plan. “You can’t drive a vehicle without tires,” said Dorratt, as analogy to their symbiotic relationship. “Well, you can’t run a seeder without some type of opener. It kind of circumvents us from playing catch-up because we’re there from the beginning. They can’t test their equipment without some way of getting that seed and fertilizer into the ground.” There is huge mutual respect between Canadian short line companies, even if they are competitors, said Dorratt. The short line community on the Prairies is an especially “tight knit group,” he added. “I may be struggling to find information about something and I’m able to pick up the phone and call Bob at ABC company and pick his brain about it. As an industry, short liners are pretty supportive of each other.” Atom Jet Industries, Brandon, MB Relationships key to company success Even among competing Canadian short line companies, there is a great deal of mutual respect, said Terry Dorratt of Atom Jet Industries.