Based in Stanton under Bardon between Coalville and the M1, Cooks (Midlands) Ltd have recently been appointed Valtra dealers for the East Midlands.
Bill Cook has been in the farming industry for most of his working life, initially training as an agricultural engineer before moving successfully into sales and in 1992 set up his own company, Cooks (Midlands) Ltd. selling equipment from several leading manufacturers and building a strong reputation for service and support. The business prospered and it wasn't long before Cooks were employing staff and operating from part of a large building at Horsepool Grange.
In 1996 Cooks were appointed main dealers for Merlo telescopic handlers concentrating mainly on machines for agriculture. Sales grew rapidly and in 2003 Cooks were appointed Merlo construction dealers for the Midlands. With this appointment came the need to again increase staff numbers in the service department which today employs four full time engineers with fully equipped vehicles, and is run by Bill's elder son Darren,. Company growth means that today the Company uses the entire 9000sq ft building.
So why did Bill add Valtra to the line-up of machinery sold by Cooks?
"We've had a tractor franchise for some time but feel it's not the best for this area. On the other hand Valtra have an excellent reputation," explains Bill. "Valtra have sold well in the area for around ten years and have a reputation for reliability and ruggedness - needing little support other than for scheduled servicing – that's one reason for getting involved. Valtra's central parts depot at Desford is very close and although their parts service is excellent we could collect." Already Cooks' engineers have been on training courses; "Our men are familiar with engines and hydraulics of course," points out Darren Cook. "But there is quite a bit to learn about Valtra systems – and we're picking that up fast."
With machines from 75 to over 200hp through the A, N and T Series, which does Bill Cook see as best sellers? "This is a mixed farming area – we have dairy and other stock farms as well as arable acres. With the customer able to build up the specification of his machine from base Classic, HiTech and Advance models we think the whole range will prove popular."
"We're pleased that Cooks have joined the Valtra team," observes Valtra's Mark Broom. "The company's reputation and plans for the future are just the characteristics that farmers expect from their suppliers today."
Alongside Valtra tractors and telehandlers Cooks also sell a comprehensive range of farm equipment and a range of compact tractors. Their office can be contacted on 01530 249191, sales@cooksmidlands.co.uk or Bill can be contacted directly on 07966 261818. Their web site is www.cooksmidlands.co.uk
