NUUS
Martin
Coetzee
spreads his
wings to Falcon
In October 2018, Senwes joined forces with one of the most experienced and largest
agricultural implements companies in the Northwest, namely Staalmeester. Martin
Coetzee steered this change in his position as MD of Staalmeester, a move that would
set him up for the next chapter of his life and career.
Kefiloe Manthata
Senwes Journalist
The first half of 2020 came with
exciting changes in his personal
and professional life. He also
married his long-time sweetheart Emma
Hayward (now Coetzee) in March 2020.
Martin packed up his life and moved to
Pietermaritzburg to take up the reigns as
managing director of Falcon at Howick.
Senario caught up with Martin to find out
how he has been adjusting to life in a new
city and his plans for Staalmeester and
Falcon.
Speaking on the abrupt change of
location, Martin reflects on the suddenness
of the move. “In November 2019, I
visited Falcon with Francois Strydom, CEO
of Senwes and Ferdie Pieterse, Managing
Director of Senwes Equipment, just to
have a look at operations and familiarise
myself with the business. A short while
after that, I received an offer to move up
here and take on the role as managing
director, which I accepted.” He explains
that although it was difficult to leave his
home and start over, this was an incredible
growth opportunity that he could not
pass up. The energetic, ambitious businessman
speaks of the task ahead of him
at Falcon with a lot of enthusiasm.
Martin divides his time between
Staalmeester and Falcon, spending two
weeks a month at each location to make
sure that both businesses get the same
attention to grow and succeed. While life
in a new city presented a cultural shock
for him, of sorts, Martin does state that
the business side of things has been a
much smoother transition. “Falcon and
Staalmeester are quite similar in that they
are both agricultural implement companies
that manufacture and operate in
parallel ways. My job now is to create
synergy between the two companies and
expand the brands.”
The crisis of the lockdown and new
business practices brought on by the outbreak
of the Covid-19 pandemic, has had
a silver lining for Martin. “Now I can look
at more efficient ways of doing business
remotely and quicker.” He says that he
has given his staff members more leeway
in terms of personal responsibility for their
work, while also being able to check in
virtually from time to time.
Martin has a solid vision for the future
of Staalmeester and Falcon. He plans
to expand both companies, launch new
products and create and access an even
wider sales network in the near future,
expanding into Southern Africa. With his
vision and work ethic, the companies can
only soar to greater heights.
SENWES SCENARIO | WINTER 2020 35