Farmers roll-up to get Rylock: sales rocket by over 100%

Betafence reveals new strategy to beat steel price rises is paying-off

Farmers have welcomed a new approach by Betafence which means it can offer its market-leading Rylock fencing range at the most competitive price possible.

Exhibiting at LAMMA 2011, Betafence, the UKs largest wire manufacturer, has revealed that sales of its Rylock stock fence, barbed and fencing wire have rocketed by over 100% since the firm stepped up production at the start of January, three months earlier than usual.

The Rylock range is made from 100% British steel at the Betafence factory in Sheffield.  Every day since the New Year, Betafence has been making and delivering around 100 tonnes of its Rylock Green and Rylock One products to merchants in the UK and Ireland.  This ensures supplies are available for farmers and contractors to buy ahead of the season, when prices are most competitive.

Traditionally, sales of livestock fencing are highest between March and June, but for the past five years this peak in demand has coincided with a big rise in the cost of steel rod from which the fencing wire is made.  This increased cost can impact on the retail price of fencing, pushing it up by around 30% between January and June.

James Timlin, Betafence UK Sales Manager, said: We re-configured production so we can supply Rylock before any rise in the cost of steel rod has a knock on effect on the price of our products.

So far theres been a good take-up.  Our sales are already up by over 100% on last year. Farmers and merchants have responded positively to our new approach.  The message were getting is that they want to buy British product and theyre willing to do it ahead of the season.

Kevin Steers, Betafence UK General Manager, said: For the past five years, the height of the farming season has coincided with the height of steel prices in the UK.  This is caused by an increased demand for steel driven by the worldwide construction market.  We decided to tackle the timing issues.  We brought forward production, were encouraging merchants to take Rylock ahead of season and the strategy is paying off.

At LAMMA 2011 Betafence is offering visitors to its stand the chance to win an Awesome Foursome Driving Thrill experience day: it includes driving four cars – a Ferrari 360, Porsche GT3, Aston Martin and Lamborghini Gallardo at a choice of locations, Chipping Norton, Oxfordshire or Elvington, Yorkshire.  Details at Betafence,  stand B19, Avenue R.