Leading Australian manufacturer Graintech, last month launched its brand refresh, GTE Technology as it continues to establish its strong position in the industry.
With a clear vision to produce unmatched market-driven technology and services, GTE Technology has continued to expand and thrive over the past 13 years, while remaining a wholly-owned Australian family business employing over 50 expert staff.
“We started as a simple single-person operation conducting equipment maintenance for mostly stock feed businesses,” GTE Technology managing director Nick Smith said.
“We have grown and matured as a business and a brand, and our offering extends into design, manufacture, equipment optimisation, and cutting-edge technology.
The company’s cornerstone product is its seed cleaning, seed processing and seed coating technology. Graintech, now GTE Technology – supplies and services seed mixing equipment right up to full-scale plants.
Much of their work involves developing specialist technology for commercial seed, feed & food companies, meaning they remain a close working partner to each client – providing ongoing upgrades, parts, service, and training.
Although this formed a solid basis for the company, the demand for their technology has broadened into other areas. “We were often perceived to be encapsulated within the “grain” industry. This no longer serves the complexity and diversity of our business and clientele,” Nick Smith said.
“There were also other “Graintechs”, domestic and international, whose products are incomparable. They do not hold up to the quality and reliability a GTE Technology product is recognised for.
“We are extremely proud of our expansion and product that has prospered over the years. The demand for our expertise and services drives us to do more for our customers.”
GTE Technology’s headquarters are in Ballarat, Victoria. Its primary distribution partnerships include Petkus, Kahl, and, more recently, Profile Industries.
“These partnerships are critical and ensure the delivery of world-leading technology of the highest quality to our customers,” Nick Smith said.
A forthcoming Research & Development facility under construction will allow the company to vigorously test and measure the capabilities of its machines before they leave for installation. As well as in-house R&D, this facility allows training of client’s staff to ensure operational competence and best practice.
This facility will also showcase the latest GTE Technology seed coating and drying alongside PETKUS optical sorting, seed cleaning technology and Profile Industries rotary sorter. This will allow collaboration with clients to develop cutting-edge plants and processes, including seed testing, recipe development, and education.
“We have invested heavily into developing and delivering higher-performing products and improved capabilities to rival any competitor in the market,” Nick Smith said.
“As we continue to bolster our delivery of products and services, we felt that the business needed a refreshed brand so that we could continue to increase our brand reach and customers while strengthening our existing brand recognition. The new look respects our heritage as an experienced brand while safeguarding our future.
“Now as ‘GTE Technology’, the business will continue to be at the forefront of the industry. Providing specialist, technology-focused equipment. Acting to enable and empower our clients to work and produce efficiently and sustainably."
“The new look keeps our signature orange, but we have embedded a modern logo to visually represent the seed, feed, and food industries we operate in.
“The strength of the design reflects the sturdiness, quality and reliability, and confidence that customers have come to know and respect. While the ‘swish’ represents forward-thinking, moving technology and advancement.”
With the change in name and visual identity come some personnel adjustments.
As the client base continues to expand internationally, managing director Nick Smith will oversee growth, global investment, and research and development. Nick’s innovative mindset and thought leadership holds the business accountable for pursuing improvement and meeting changing demands.
Charles Smith has realigned to focus on sales, engineering, manufacturing, and service as operations director. Charles' new scope will allow him to drive long-term strategic plans and share his expertise with the technical teams.
New to the team, Tim Smith in the role of general manager. Tim oversees overall business support activities and shores up GTE Technology’s customer-first quality service philosophy.
“It’s an exciting time for us and the GTE Technology team as we forge into a new era for the brand and business,” Nick Smith said.
