INTERVIEW WITH ROMAN HIRSCHFELD, PRESIDENT OF HF AGRO: Innovations in the Time of War

Is business development possible in times of war? Is it possible to create new innovative products when you have to face a number of challenges and obstacles that the war has brought to our country? How to keep the business alive after 2022 and achieve stability and growth? Roman Hirschfeld, President of HF Agro, which was established shortly before the full-scale invasion in 2019, has the answers to these questions. And despite the challenges, risks, and dangers, the company has transformed from a young brand into a reliable manufacturer of tillage equipment.

- Roman Anatoliyovych, how did the war affect your company and the production of tillage equipment?

- The war was a real challenge for all of us. It affected almost all aspects of our business. For example, we have faced problems with the supply of materials, logistics, staff shortages and safety at work. But even in these conditions, we continued to operate because we understand how important it is to support the Ukrainian economy, agriculture and help our military.

We moved our employees and products out of the war zones, rebuilt our logistics and found new suppliers, and introduced remote work for our employees. Having adapted to the crisis, we continued our main idea in the production of tillage equipment - we focused on introducing innovations and new technologies. Our task is to produce reliable equipment that would speed up and improve the work of farmers and save their time. Today, HF Agro produces functional, economical and ergonomic machines for tillage, sowing, fertilizing and protecting plants, harvesting and transportation.

Our breakthrough in 2022 was the new generation of GEKON disk harrows, which are now being purchased by farmers not only in Ukraine but also in Europe and Canada. A year later, we expanded our product line with SWIFT train harrows for early spring cultivation after autumn plowing. And this year, our range was supplemented by the most productive POWERBANK-30 transfer hoppers, which allow us to optimize the harvesting process.

Another force that keeps us moving forward is social responsibility. Today, business is one of the most important supporters of the military. That is why we transfer 5% of the sales of our agricultural machinery to support the Armed Forces of Ukraine, to the Come Back Alive charity fund.

- How do you maintain the production process and ensure the supply of products during the war, including abroad?

- Frankly speaking, it was not easy to maintain the production process. We have developed alternative routes for the supply of raw materials and finished products, and established partnerships with companies to which we have outsourced some production processes. This way we relieve our workers and speed up the production speed. I would like to note that our equipment is manufactured in Ukraine. We have organized production sites in several cities in our country.

HF Agro is actively developing in Ukraine and in the European market - we supply machinery to Germany, Bulgaria, Romania, Poland and other countries. Last year, we successfully gained a foothold in new markets, including Canada and Finland. Therefore, to simplify the supply of products to the foreign market, we opened an assembly site in Poland. By the way, we have seen that our workers in Ukraine work no worse than abroad! Ours do even better, as they say, "to the best of their ability!" You don't have to look far. It is noticeable even in the smallest details - better quality of painting or quality of welds, reliable assembly of units, etc. That is why we are now determining the appropriateness of harvesting sites outside the country and reviewing ways to supply machinery to the foreign market.

- Have consumers' requirements for tillage equipment changed? And what attracts Ukrainian farmers and foreign farmers, including Canadian ones, to your products?

- Yes, the changes are noticeable. Farmers now need reliable, economical and versatile equipment capable of working in extreme conditions. So we respond to this demand - our equipment is durable and maintenance-free, which saves farmers time and money both in maintenance and in work.

Farmers want to cultivate their fields efficiently and productively, while maintaining soil quality and minimizing costs. This is exactly what our products provide them with. For example, in one pass, GEKON disk harrows guarantee the desired result of tillage, the best mulching of crop residues, and prevent the formation of compacted soil layers.

Our machines save the operator time on adjustments and settings. Most of the processes are automatic - automatic machine stopping in the transport position, folding system with hydraulic protection, hydraulic adjustment of the shear position.

Our machines save time and resources on maintenance. For example, a GEKON disk harrow does not require maintenance for at least three years in active use. This is the minimum! I mean, there is no need to lubricate or replace anything.

The equipment is developed with a high share of intellectual component, i.e. the designers implement a number of innovative and our patented solutions that maximize the quality of products.

- How has the war affected your relations with customers and partners?

- It has strengthened our relationships. We have become closer to our customers and dealers because we are all going through these difficult times together. And we are constantly in touch to respond promptly to their needs.

We have gained strong support from dealers both in Ukraine and abroad. We maintain contacts with potential customers, negotiate, and develop cooperation. We have all become more flexible and ready to cooperate, realizing that the situation requires unity. For example, in Ukraine, the market situation is very difficult, there are many problems, and we are seeing pent-up demand. But at the same time, we feel that the leap forward in the agricultural sector is close and farmers are preparing to make a big step forward.

- Do you think the government's policy on agricultural machinery is adequate?

- The government's policy is aimed at supporting the development of the agricultural sector. Given today's conditions, challenges and goals, tax benefits, compensation, grants for the development of agricultural machinery, support for national production, in particular, the launch of a 25% compensation program for the cost of Ukrainian-made agricultural machinery, are quite appropriate. This can help develop the industry and stimulate demand.

- Are HF Agro's products included in the list of agricultural machinery whose cost can be partially compensated by the state?

- Yes, of course, HF Agro is included in the program of compensation to farmers for the cost of agricultural machinery produced by domestic producers in 2024.

- What are the company's plans and goals?

- Our goals do not change - we continue to work hard to provide the agricultural industry with innovations that would speed up, improve the work of the farmer and save his time.

Nevertheless, we continue to participate in international specialized exhibitions and demonstrations and expand our dealer networks.

In addition to Ukraine, our machinery is represented in Germany, Bulgaria, Romania, Poland, Canada, Finland and other countries. And as part of its promotion in the North American market, the company took part in major agricultural exhibitions such as Ottawa Valley Farm Show and Canada's Outdoor Farm Show.

Together with our dealers, we successfully demonstrate our modern machines at large-scale exhibitions in Europe, such as BATA AGRO in Bulgaria, INDAGRA in Romania, LONDON FARM SHOW in Canada, etc.

Currently, we produce three-, four-, five-, and six-meter GEKON disc harrows, and among the new products are eight- and nine-meter disc harrows of this line. A 12-meter unit is in the works. In addition, we have entered a new niche - we produce tooth harrows and SWIFT chain harrows.

I would like to note that these are not just lines. These are patented innovations that we have developed and launched during the war. For example, HF Agro's tillage equipment has been operating for years without maintenance, or our new POWERBANK-30 reloading hopper, which can be unloaded in less than 3 minutes without damaging the grain and is able to fully handle wet cargo, such as wet seeds. Our innovations demonstrate a high level of intelligence and practicality, which ensures the efficiency and reliability of machinery at all stages of farming.

To summarize, we are making progress every day in implementing our plans. Some things take more time, some things are done instantly, but we are making progress. And our main goal is to save the farmer's time by producing reliable, ergonomic and maintenance-free machinery. After all, such equipment is critical for modern agriculture. HF Agro units are designed to meet the needs of operators to reduce workload and increase productivity, with efficient use of resources to minimize fuel consumption, reduce maintenance costs, and make the farming process fast, comfortable and profitable.