Pas Reform Expands into New Zealand and Beyond

NEW ZEALAND - Pas Reform has expanded into New Zealand and the Pacific Islands by appointing McGregor Lochhead of Sonoma Enterprises.
calendar icon 30 April 2009
clock icon 3 minute read

Pas Reform has appointed McGregor Lochhead of Sonoma Enterprises Ltd. to develop markets in New Zealand and the Pacific Islands for its modular, single-stage Smart incubation system.

Mr Lochhead is well known in New Zealand's poultry sector. Following six years with ANZ Banking Group in Trade Finance and FX (Foreign Exchange products), he took over the running of Sonoma Enterprises – a leading local provider of agricultural equipment and consultancy – from his father in 2003.

McGregor Lochhead (left) is welcomed to the Pas Reform 'family'

New Zealand's broiler market is currently dominated by three key players, producing more than 70 million birds per annum. Including the layer and turkey markets, this number is closer to 78 million birds each year (including breeders), with strong growth signalling expansion and new investment by companies that not traditionally associated with the Pacific region.

"This is an exciting time to be working in [New Zealand's] hatchery technology sector – and Pas Reform's Smart single stage technologies represent an excellent fit for companies looking for rapid growth."

Sonoma will represent Pas Reform's full line of products, including Smart incubators, hatchery automation systems and hatchery climate control systems, with the full support of Pas Reform's Sales, Project Management and Academy Training facilities in Holland.

Dr Tan Ee Seng, Sales Director Asia for Pas Reform Hatchery Technologies, says: "I am delighted to welcome Sonoma on board and look forward to a long and successful relationship with them.

"Pas Reform is a unique company, with a 90 years heritage at the forefront of incubation technologies and it is a pioneering challenge to establish Pas Reform's first formal presence in New Zealand and the Pacific in this our 90th Anniversary Year.

"The combination of Smart incubation technologies, McGregor's network and drive, the expertise of his company Sonoma and the support of dedicated project management and technical guidance from the Pas Reform Academy, is a powerful one that creates an excellent platform for significant growth here."

Sonoma can be contacted at:
Sonoma Enterprises Ltd., No. 50, Hakanoa Street, Grey Lynn, Auckland 1021, New Zealand
Phone 64 (0)9 361 1060
Fax 64 (0)9 361 1061
Mobile 64 (0)21 341 286
E-mail: [email protected]
Web site:

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