Ten new products being launched at LAMMA ’24

For some, Whites Material Handling is a new name in the agricultural industry, but in reality, next year it will be celebrating its 100th year in business – and it has a range of new products heading to LAMMA 2024, as well as plans to overhaul the way attachment products are sold in the UK.

Whites is one of the largest attachment manufacturers in the world, producing over 3,000 attachments per month from its five Bristol-based factories. It boasts some of manufacturing’s latest technologies too, including Robot Welding and Fibre Laser Cutting facilities – so why is it perceived by some to be the new kid on the block in the attachment market, the company asks.

“Producing attachments for OEMs is at the core of our business” says general manager Stuart Clark. “We work exceptionally closely with OEMs to produce product ranges which maximise machine schematics. So chances are, most farms and dealerships have had experience with produced by Whites – just with another sticker on the side.” 

In recent years, and to complement this integral part of its business, Whites has begun forming an agricultural dealership network to sell and promote its own branded products – this aligns with its business strategy as a market leader in the construction sector. 

“We have appointed around 70 new UK agricultural dealerships in 2023 with dedicated trading areas to market the Whites brand. The response received from them and end users alike to the products has been fantastic,” adds Stuart.

New launches

To provide its dealership network with a full range of products, the design team at Whites has worked tirelessly to produce a host of updated and new market leading attachments. 2023 has seen the launch of its new modular grain pusher, bag lifter, waste grapple bucket, extendable bale spike, wrapped bale handler, buckrake and grass fork ranges. This on the back of 2022’s market launch of shear grabs, work platforms, rehandling buckets, power grabs and bucket brushes. 

But the company isn’t slowing down, with LAMMA 2024 providing a platform to showcase even more new products. “We have new products launching for both agricultural and construction customers at the LAMMA show,” says front loader sales manager Dan Turberfield-Cross. “We have looked at what is already available in the market and asked how we can improve it – and I truly believe we have achieved that. We are now looking to drive the industry forward with new innovations and ideas.” 

LAMMA will see the first look at the company’s brand new ‘Katana’ Bale Slice, which will allow users to take wrapped bales out of a stack and cut them for feeding or loading wagons. The beauty is in the unique bale wrap retention, meaning the operator doesn’t have to leave the cab for the wrap to be removed from the bale, Whites says. 

The company also has an innovative new ‘Bag-X’ bucket range which it is keeping under wraps until its debut at the show, as well as a new hydraulic thumb and flail cutter for excavators. In total, there are 10 new products for the 2024 show.

Overhauling the attachment industry

Along with a drive to offer the best service, aftermarket support and continuing to launch new and innovative products, Whites has set its sights on totally overhauling the UK attachment industry in terms of how products are sold. Whites states: “The universal concern we hear from dealers is that they don’t know what products to stock because there are so many variations in sizes and brackets with buckets and the like. We have taken a huge step to alleviate that concern by stocking products ourselves and offering a next day delivery service.

Whites regularly stocks a mixture of over 200 AG-X attachments available for next day delivery, including work platforms, bucket brushes, buckets and shear grabs. Not to mention over 4,500 excavator buckets and couplers. 

“Times are getting tougher for businesses and we don’t want to be adding to that by forcing unwanted stock onto dealers,” says Dan. “We want to build long lasting relationships with our dealers and customers, so they can trust that a single attachment source is just a phone call away.”

Stand number: Hall 6, stand 320

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