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Why We Do What We do
The world’s population is set hit 9bn people in the next 25 years, and to ensure that those 9bn mouths are fed, agricultural production needs to DOUBLE! Being home to 60% of the world’s arable land, puts African Agriculture in the perfect position to not only sustain itself, but also feed the world. But in order to achieve this, Africa needs to till the soil and mechanise to improve production.
Africa has the potential to feed the world and this is what drives LonAgro when helping Commercial Farmers, small holders and out-growers identify their mechanisation needs.
We strive not only to sell equipment to our customers, but we work with them and offer them the service and back-up they need to reach their full potential. We believe in Africa, we invest in Africa, and we believe in the farmers of Africa; this is why we do what we do!
After graduating from Stellenbosch University South Africa, Reinhardt began his professional finance career with Barloworld Motor Retail which is one of South Africa's largest automotive retail groups.
He was the Finance Manager within various franchised motor dealerships including Toyota where he spent close to two years heading up finance for one of the largest dealerships in the country. In 2010, Reinhardt relocated to the United Kingdom where he held senior financial roles for global organisations BUPA and later British Telecom Plc where he worked mainly in financial planning. Reinhardt joined Lonrho in January 2013 and initially held the position of Group Financial Planning and Analysis Manager before being appointed Chief Finance & Operating Officer for the Lonrho MES division in May 2014.
In January 2016, he was promoted to the position Managing Director of the Lonrho Machinery Group which today operates a portfolio of equipment retail businesses in Africa.
He is a Chartered Management Accountant and holds a Masters Degree in Business Administration.
Alan began his retail career as a PGA Golf Professional in the golfing sector at Country Club Johannesburg in South Africa. He moved on to become the Director of a Group that owned and operated seven retail stores across the country.
In 2002, he joined the Corporate Sector and held a senior role at IDCS handling the field marketing account for FNB, one of SA Largest retail banks. Alan then started his own business specialising in providing retail marketing solutions for SME retailers which saw him relocate to the United Kingdom and then the United States to successfully spearhead the company’s growth in those markets.
In 2014, Alan initially joined Lonrho as Country Manager for LonAgro Mozambique before being promoted to Sales Director in 2016.
Lonrho started its relationship with John Deere in April 2010 in Mozambique with the acquisition of Trak-Auto, and in 2014 The Lonrho Board took the decision to change the division's senior management with the appointment of a new MD for the Lonrho Machinery Group.
In the years following the acquisition, significant work, effort and capital was invested to restructure and achieve a turnaround across the Machinery group and in particular in Mozambique, fully aligning LonAgro with the John Deere 'Dealer of Tomorrow' strategy.
Since 2012, Lonrho expanded the LonAgro brand to Angola and Tanzania, and during 2016, further expansion took place with the Machinery group growing its operations into Malawi, Rwanda and Burundi. LonAgro's continued expansion has also led to the company establishing a joint venture partnership in Ethiopia with the local dealership, Gedeb Engineering and a partnership with David Machinery Group in South Sudan.
The brand’s strength and commitment to offering customers excellent support and sound business practice, has seen LonAgro’s portfolio expand over the last several years. The company has been entrusted to distribute; John Deere Construction, Bell Equipment, Bomag, Kobelco, Rovic Africa, FIELDKING and STIHL in select LonAgro countries.
This footprint across 8 countries means that the Lonrho Machinery Group is one of the largest players in the distribution of John Deere equipment in Africa. This reflects the growing relationship with John Deere, illustrating Lonrho Group's vision of Investing in the Growth of Africa!