LELY

LELY Overview

Company Headquarters: Maassluis, The Netherlands

Founded: 1948

Workforce: ~ 2,300 employes

Primary Industry: Agricultural Machinery

Company Working:

Lely is a frontrunner in the agricultural machinery space, particularly well-known for their advancements in dairy farming equipment. Their dedication to innovation is evident in their team of 2,300 employees and 3 R&D departments that tirelessly work on developing new technologies to improve dairy farm operations. With a focus on delivering the best possible results for their customers, Lely leverages its expertise across two production facilities to manufacture their solutions. The company's commitment to research and development is further underscored by their impressive portfolio of over 1,500 patents for their inventions. This dedication to innovation translates to tangible results, with Lely's solutions being used by dairy farmers in over 50 countries around the world. The reach and success of their approach are reflected in their revenue of €704 million

Strategy

Lely's vision hinges on three key strategies. Initially, sustainability is a major focus, with the company committed to developing long-lasting products that minimize environmental impact. This includes energy-efficient technologies that reduce operational costs for farms while being kind to the planet. Furthermore, Lely prioritizes farm profitability. By creating innovative products and services that improve traditional farming practices, they aim to empower farmers with cost savings and increased efficiency, ultimately boosting their bottom line. Finally, user-centric design is paramount. Lely strives to develop reliable, well-designed products that are easy to operate, ensuring a pleasurable user experience for both farmers and contractors

Company Snapshot

$691.9M

Revenue

2,300

Employees

1948

Founded

Maassluis, The Netherlands

Headquarters

SWOT Analysis

Strengths

Lely Astronaut milking robots boast a higher yield compared to other robotic milkers (5.8%) and traditional parlors (a whopping 11.2%)
They have 3 R&D departments and 1,500 patents which establishes a strong commitment to innovation. This investment in R & D ensures that Lely is constantly developing new and improved products to meet the needs of their customers

Weaknesses

The company's performance can be impacted by challenges faced by farmers, such as low milk prices, high interest rates, and political unrest.
The emphasis on long-term potential for robotics and data management might not fully address the immediate concerns of farmers facing economic difficulties

Opportunities

The increasing acceptance of robotic solutions in dairy farming presents a significant growth opportunity for Lely
The focus on digital solutions like Horizon can improve farm management efficiency and unlock further opportunities

Threats

Lely isn't alone in the game - major players and regional specialists compete for the dairy equipment market
Lely's growing sales lead to rising emissions, threatening their CO2 neutrality goal by 2030. Service expansion and increasing installed base are key contributors

Key Developments

Date	Approach	Development
October 2023	Partnership	Lely partnered with Acorn to offset their CO2 emissions in 2023 (7,200 tons) and aims to be CO2 neutral by 2030. Lely buys Carbon Removal Units (CRUs) from Acorn, which removes CO2 from the atmosphere through trees planted by small-scale farmers. This collaboration benefits both Lely (achieving CO2 neutrality) and farmers (additional income and promoting sustainable agriculture). Lely sees this as a step towards their vision of a sustainable dairy farming sector.
October 2023	Partnership	Lely, partnered with Konrad Pumpe, a plant engineering company, to offer more flexibility in automatic feeding systems for farms. The partnership allows Lely to add Konrad Pumpe's dosing systems to their feeding systems, enabling more precise and efficient feed distribution for farms with large herds. This alliance will benefit both companies: Lely can expand their product offerings and Konrad Pumpe can reach a wider market.
August 2023	Product Launch	Lely launched a new udder care spray, Lely Quaress Fovum, for dairy farms. It disinfects and improves teat skin condition, which is crucial for udder health. The product contains ingredients that hydrate and regenerate teat skin, keeping it healthy and protecting cows from bacteria.
June 2023	Product Launch	A new, improved Lely Orbiter milk processing system is now being used by a farmer in Netherlands. This system allows farmers to bottle and sell their milk directly, under their own brand "Mijn Melk". Consumers are increasingly interested in locally produced and fresh dairy products. This system benefits both farmers and consumers.
September 2022	Product Launch	Lely released a new generation of Lely Juno, an automatic feed pusher for dairy farms. The new Juno focuses on reducing running costs for farmers with features like improved wheels and easier serviceability. This allows for more frequent feed pushing which benefits cow health, production and reduces wasted feed. Overall, the new Lely Juno helps farms save money and be more productive.
June 2022	Expansion	Lely, a dairy automation company, unveiled its new North American business complex, Lely Park, in Pella, Iowa. This investment aims to create a sustainable future in farming and meet the growing needs of North American farmers. Lely Park will serve as a hub for innovation and collaboration, focusing on developing solutions for the next generation of dairy farmers.

Product Offering

LELY
- Milking Robots
- Lely Dairy Equipment
- Feeding
- Manure

Financial Performance

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