Harrell's merges with Wilbro to become Southeastern powerhouse

Golf Course News, Jan 2002 by Overbeck, Andrew

SYLACAUGA, Ala. - Harrell's Fertilizer, based here, has become a regional force overnight following the completion of its merger with Norway, S.C.-based Wilbro Jan. 1. With the deal, Harrell's has added coverage in the Carolinas, Virginia, and eastern Tennessee to its existing service area of Florida, Alabama, Mississippi, Louisiana, and western Tennessee.

Harrell's will be taking over existing Wilbro accounts and will also gain a blending plant and distribution facility in Norway. Jack Harrell, Jr. will be the president and CEO of the new company and former Wilbro president Harvey Williamson will serve as general manager of the Norway operations.

"We had been talking for two years about getting together," said Steve Wilson, director of marketing and communications for Harrell's. "The two companies are very similar, we both manufacture custom fertilizers and are distributors for PTI's POLYON product.

"The business philosophies are also similar," Wilson continued. "The customers will not see any difference in operations or service. We will bring our small company philosophies to a larger company. We don't want to forget what has made us successful."

PROSPECTING FOR CUSTOMERS

With that in mind, Harrell's will not be cutting many jobs, keeping all Wilbro sales staff and only trimming extraneous accounting and office staff in Norway.

While Wilson said the current economic situation did not drive the decision, he did say the combined company will enjoy economies of scale in regards to purchasing.

"In this business you either shrink or you grow," he said. "We feel fortunate that we can expand our service area in a time when many companies are scaling back."

Wilson said 2001 was another year of growth for Harrell's and expects 2002 to be even stronger. Harrell's will look to add more sales volume in the new Wilbro territories by adding seed and chemicals to the existing mix of fertilizer products.

"We also intend to prospect and add to our customer base across the Southeast. We will look at each territory and see where more sales staff could be added," he said.