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Multi-specialist dealership the Hamilton Ross Group is celebrating its 90th anniversary in 2023. Still a family-run business, thriving under the direction of second-generation leader Eric Gardiner and son Jamie Gardiner, it now operates from six strategically located depots in the Central Belt of Scotland, under two trading companies: Hamilton Brothers in Bishopton, Tarbolton, Campbeltown, and Perth; and R&R Machinery in Lanark and Cupar. Their range of activities spread across six divisions: Agriculture, Groundcare, Construction, Garden Power, Forestry & Arboriculture and Animal Health.
Jamie Gardiner, Bryce Smith & Eric Gardiner at Bryce’s retirement party (2022)
Staff Retention
The company currently employs around 140 staff and boasts an impressive average service of over 10 years. In their Bishopton depot, Groundcare engineer Willie Bilsland has reached his 62-year anniversary, while fellow teammate Andy Reid just passed the 59-year mark. These milestones are proofs that their dedication to Hamilton Brothers never faltered over the years. In senior roles, Eric Gardiner and Tommy Smith, Group Parts Manager, both celebrated their 40th work anniversary earlier this year.
In November 2022, the Hamilton Ross Group said goodbye to one of its long-standing leaders, Bryce Smith, who was appointed Director in 1982 and left after a staggering 46 years of service. His charisma and legacy were an integral part of their Lanark depot.
Bryce Smith, Ex-Director: “I’ve been incredibly lucky in my working career. I’ve had some great people who’ve given me tremendous support over the years with genuine hard work and endeavour.”
When you join the Hamilton Ross Group, you’re likely to stay on for decades – judging from the experience of staff, the variety of the job is what keeps them going, along with the friendships they’ve made over the years. The values Accountability, Collaboration, Respect and Efficiency, coming under the acronym ACRE, reflect the inclusive culture that is shared across all the depots.
There is definitely a role for everyone, depending on their skillset and experience, from sales, parts, service, animal health, through to office-based positions such as IT, accounts, warranty & marketing. A strong work ethic, problem-solving and customer empathy are the key skills to being successful.
The Hamilton Ross Group is more than just a place to work – it’s a lifestyle. Staff are passing the baton from one generation to the next, as we’ve seen with Service Managers, having their sons working as apprentices, before moving on to become full-time engineers. Throughout the workplace, friendships have formed, while staff has recommended the company to family members and relations who have subsequently joined.
The family culture is clearly felt all throughout the business. Group management have an open-door policy, and circulate around the depots on a weekly basis, to make sure that they’re up-to-date with the operations and get a sense of the teams working in each location.
Tommy Smith, Group Parts Manager: “The management colleagues we’ve got are very good, very open – never afraid to answer a question if you ask it, which I think is very beneficial to everybody involved.”
Tommy Smith and Eric Gardiner celebrating their 40th anniversary (2023)
International Women’s Day at the Bishopton depot (2023)
The agricultural industry is known to be very insular, but the Hamilton Ross Group prides itself on attracting people from multiple backgrounds, from the automotive industry to food and drink.
Synergies between long-standing staff and newer recruits is what helps the business grow – there is a strong focus on apprenticeships, with about 15 positions being available across the depots and 10 currently filled, being placed either at the SRUC Oatridge Campus or the SRUC Barony Campus, where AGCO recently launched their new apprenticeship scheme.
Two of their apprentices are part of this programme: Charlie Houston at Hamilton Brothers in Tarbolton and George Lang at R&R Machinery in Cupar. Both at college and at the depots, they can benefit from hands-on experience on machines from AGCO brands Massey Ferguson, Valtra and Fendt.
The Hamilton Ross Group had two nominees who were rewarded with prizes at the ALBAS (Awards for Land-based and Aquaculture Skills), which took place on Thursday 9th March in the DoubleTree by Hilton Hotel Dunblane Hydro. The Awards are organised by Lantra Scotland, the sector skills council for the land-based, aquaculture and environmental conservation industries.
Danny Cook, who won “Land-based Engineering Learner of the Year”, finished his apprenticeship in Land-based Engineering through SRUC Oatridge Campus while training at their R&R Machinery depot in Cupar. Max Morrison is currently doing an SVQ in Land-based Engineering Groundcare through SRUC Oatridge Campus while training at their Hamilton Brothers depot in Bishopton and ended up “Runner-up” in the same category.
Michael Rolfe was an apprentice in their R&R Machinery depot in Lanark before becoming a full-time Product Specialist. His father, Bryan Rolfe, Service Manager in the same depot, is the one who inspired him to pursue a career in land-based engineering.
Michael Rolfe, Product Specialist: “It is a family-run business, so you’re more than just a number within the company – they’re amazing to work for and the opportunities are endless.”
Jim Steel, Sales Director, started himself as an apprentice, and worked his way up to a Senior Management position. He now directly assists Eric Gardiner as his right-hand man, and he is prime example that you can start at the bottom and climb the ladder all the way to the top, if you’re willing to put in the hard work and dedication.
Lisa Rennie & Jan Davidson at the Animal Health market shop in the Craig Wilson Livestock Auctions Mart (2022)
Richard Maxwell, Group Service Manager: “As a company, we like to grow our own. We identify your skillset, and if there is an opportunity for you to take, then we’ll support you.”
Despite operating in a male-dominant industry, the Hamilton Ross Group doesn’t shy away from promoting females into senior and customer-facing roles, as witnessed by Carol Myatt, their Group Accountant, who’s been with the company for 14 years and is based at their Lanark depot.
Carol Myatt, Group Account Manager: “When I first joined, I had no knowledge of the agricultural world. Today, I have the knowledge, understanding and skills to succeed and help the company build a better future.”
Jan Davidson, who started working with Hamilton Brothers Tarbolton 13 years ago, switched from Animal Health Sales to Agricultural Sales in 2022. The support from management has been tremendous to help her transition smoothly into her new role. As she’s increasingly working with staff from other depots and departments, she’s found the camaraderie makes her really appreciate her job on a daily basis.
Jan Davidson, Area Sales Manager: “If you put your mind to it, you are capable of doing anything that you want, and being female doesn’t stop you from doing anything that you want.”
Bessie Gardiner outside Paisley Town Hall with the service vans (1960s)
Company History
The company originated from the two Hamilton brothers, who started out their business in Marshalls Lane, in Paisley, selling bicycles, cars, and lorries. When they split up, Hugh Hamilton kept the Rootes franchise, which moved to Ralston and became the head office. Bessie Gardiner, his wife and Eric’s aunt, took over the business and subsequently appointed a Managing Director, Norrie Burnside, who ran the company until the eighties.
At the time, the Group was composed of four hotels located in England and Scotland, five car garages, and four agricultural garages. Norrie ran the car division with his son, while he delegated both the responsibility of the agricultural division and the hotels. The company became 100% family-owned in 1986, and George Spark, Eric’s predecessor, then took over the role of Managing Director.
But his career journey was not an obvious one: before he joined the company, his experience included working as a chef in France, and as a broker in petrochemicals in England. When he was offered a place within the family business, he spent some time working at Lanark, where he went through training in accounts, working in parts, car sales and even car service, before he moved to manage the Tarbolton depot in 1986. In 1993, he took on the role of Managing Director, but since then he’s also been heavily focused on Groundcare sales, a business he thoroughly enjoys.
Eric Gardiner outside the Bishopton depot with Massey Ferguson tractors (1993)
Jamie Gardiner officially joining the family business (2019)
The Hamilton Ross Group has grown since its infancy mainly through acquisitions – taking over Daniel Ross of Lanark in 1978, Tarbolton tractors in 1981 and more recently Reekie (Perth and Cupar) in 2016, each time gaining new contracts with brands, divisions and staff expertise. The Hamilton Ross Group has grown from a farming-focused dealership to become a one-stop shop for six whole divisions, which complement each other with different offerings.
On the agricultural side, AGCO brands Massey Ferguson, Valtra and Fendt account for the majority of sales, along with JCB Agriculture. The Hamilton Ross Group has developed strong ties with local councils and golf courses since the seventies, first selling Groundcare Kubota machines and now being the only Scottish dealership retailing another Japanese brand Baroness. In the Construction division, the Hamilton Ross Group works in partnership with local plant-hire business, and all six depots stock Wacker Neuson machinery.
The Hamilton Ross Group caters to the all-year-round needs of both a professional customer base, as well as your next-door neighbour. Their country stores offer a wide range of hardware, tools, electrical components, outdoor clothing, footwear and a range of toys for all ages; including garden machinery from well-renown brands Stihl, Husqvarna and Honda.
The continuity of the business is assured with the third generation stepping in. Jamie Gardiner, who is now Operations Director, was brought up with succession in mind – he spent many a holiday and a weekend gaining valuable experience in different departments, including Parts and Sales, before going away to join a leadership programme in a multinational pharmaceutical company, implementing manufacturing and business systems over the world.
Eric Gardiner, Managing Director: “Having a family member I can trust, and onto whom I can rely, is crucial for the future of the business.”
Since coming back permanently in 2019, he’s brought a fresh perspective to the business, and has made it his mission to bring the business up to speed with the latest technologies, and his priorities to harmonise the data management systems, and centralise the decision-making processes.
Jamie Gardiner, Operations Director: “I’m very lucky that me and my dad get along very well. We have quite a lot of fun together in the office, which I think rubs off in the overall culture of the business.”
It’s also reassuring that the business has been extra resilient during the pandemic and has flourished during unprecedent times of uncertainty. Financially, the last two years, between 2020 and 2022, are the two most successful years that the company’s had. Despite supply chains issues occurring worldwide, the Hamilton Ross Group was able to keep the flow of machinery running for their customers.
Supply Chain
Jim Steel at the Massey Ferguson “Born to Farm” Event at the Donald Malcolm Heritage Centre (2022)
Staff retention, relationships with supplier brands and customer satisfaction are the pillars of the Hamilton Ross Group’s success, as their tagline “Driving Growth Together” and their mission statement highlights.
“We create, develop and maintain long lasting and trusting relationships across our whole supply chain. We pride ourselves in fostering a culture of highly trained and dedicated workforce to provide our customers with a first in class sales and servicing experience.”
Massey Ferguson, a brand synonymous with farming over the world, has played a key part in the company’s history for almost 70 years. The old sales ledger, dating back to 1946, bears the testimony to the first ever Ferguson sale in 1946 – a demo tractor sold to the Ranfurly Golf Club for a mere £343. Since then, 20,000 tractors have been sold, including one to Sir James Paul McCartney CH MBE and wife Linda for their property High Park in Campbeltown.
Jim Steel, Sales Director: “Business is all about people, and it’s about having that trust and understanding – if you do your best by them, the business happens naturally.”
In 2022, Massey Ferguson, proud to celebrate their 175th anniversary, embarked on a UK tour of labelled “Born to Farm” events, taking the opportunity to showcase their full range of machinery, including the 5S Series, Winner of the Farm Machine 2023 Award at the SIMA Show, and the latest addition 8S Series, boasting an impressive 305hp and the new Dyna VT transmission system.
In Scotland, the Hamilton Ross Group was one of the chosen dealerships to organise two of these events – the latter one was hosted at the Donald Malcolm Heritage Centre in Linwood, Group Head Office of the Malcolm Group. The choice of the venue boasted great significance, as the Malcolm Group is another successful family-run business embedded in the local community. Throughout the day, a steady flow of over 300 tractor enthusiasts came through the door.
Lindsay Haddon, Advertising & Sales Promotion Manager at Massey Ferguson: “The Hamilton Ross Group has been a fantastic dealer for a very long time. The relationship that we’ve got with them is this really great synergy between business and a bit of fun.”
Customer Service
Brian Hamilton with a Valtra customer (2023)
Hamilton Brothers service van with the old Massy Ferguson brand identity (1980s)
Their history spanning across almost a century, the Hamilton Ross Group has been serving generations of loyal customers, who always come back again and again to the dealership. The business prides itself on customer retention, thanks to excellent sales advice, customer service, and availability of parts. At the end of the day, most dealerships sell similar machines, so the relationship with customers is indeed paramount to differentiate them from competitors and create the preference.
Jamie Gardiner, Operations Director: “The predominant industry that we work with is agriculture, and obviously family is a big part of that. For us, it’s nice that we share that same kind of ethos.”
The Hamilton Ross Group has witnessed major changes, the first one being the evolution of technology in the agricultural industry. Simple tractors and balers that could be fixed with a toolset have morphed into very complex machines using the latest intelligence software, and precision farming is becoming increasingly prominent, and expected.
There’s fewer people working on farms than there was at the beginning of the last century, so in this sense farmers need to be able to do more, with fewer resources. AGCO brands Massey Ferguson, Valtra and Fendt machinery all feature precision farming solutions which are designed to help make farmers’ jobs more efficient, reduce their fatigue and the costs spent on products such as fertilisers.
In the same line, the profile of customers has changed, from small family farms to bigger farms and independent contractors. With the evolution of machines and higher horsepower meaning bigger costs, it’s becoming increasingly rare for customers to pay the price of their machine upfront, and most of them are opting for finance schemes, along with warranty – both being powerful tools for customer retention.
Jim Steel, Sales Director: “Ideally, we would be looking for a bespoke type of financing in the agriculture, similar to the “PCP” model in the automotive industry.”
The Sales team is offering full support when it comes to deciding on a model for the first time, and the customer is often given a machine to demo for a few days before they make up their mind. The link between an account and their Sales representative is one that goes both ways.
Andrew McIntee, Course Manager at Pollok Golf Club: “Hamilton Brothers has got that sort of family feel, that you can immediately grasp when you go into the workspace area. You’re not only buying the machine, you’re buying the people that are around it.”
While the business originally focused on agricultural machinery, there is now a wide range of machinery that needs looking after, with technology ever evolving and new models being released. Staff benefit from regular training and workshops to bring to them the newest and most efficient ways of working and stay ahead of the competition. In the workshops, the engineers are trained to look upon the machines as if they were theirs, and to provide the service at that level.
The customers are getting a premium, professional experience all the way throughout their sales journey, starting with key advice from the salespeople on the choice of the model and its possible customisation, all the way to the aftercare and the next purchase.
Brian Hamilton, Sales Manager: “As part of the sales journey, the customer will be introduced to the key staff and the dealership for any aftercare they may require. But in reality, in the community that we’re in, everyone knows everyone!”
The Hamilton Ross Group has a wealth of knowledge in their industry, with many technicians having worked with their customers and machines for decades. They have a continuous investment programme in their fully equipped workshops, ensuring service and repairs are carried out to the highest standards required for today’s machinery. As of 2023, the Hamilton Ross Group stocks over £3m worth of spare machinery parts.
Sam Mercer, Sales Manager: “For me the sales team may sell the first machine, but aftersales sells the second, the third and hopefully many more after that.”
Their service departments are ready to deal with breakdowns, planned maintenance, contracts and service agreements. Currently operating a fleet of 70 vehicles, including fully-equipped service vans, staff are able to tend to jobs on the go, from city surroundings all the way to some of the most remote islands on the West Coast. Those vans, which are like workshops on wheels, allow the engineers to maintain their presence in the field, and to give that important on-call response.
Jim Steel, Sales Director: “We focus on the areas around our depots, because aftersales is really important – there’s no point selling a machine if you’re not able to offer that ongoing service to your customer.”
Massey Ferguson tractors being serviced in Bishopton (2023)
Community Engagement
Inside the R&R Machinery Lanark agricultural workshop (2023)
As a family-run business, the Hamilton Ross Group is always looking to assist and enhance the local communities and their surroundings. Depot management are encouraged to assist with local causes, and to participate in local events and activities taking place throughout the year. This can vary from loaning and donating machinery, to sponsoring or taking part in local shows, or attending Scottish Ploughing Matches.
The Hamilton Ross Group is a great believer in paving the way for the new generation to step in. Ties with Young Farmers Clubs are as strong as ever, with many of their staff being active members in them. Michael Quinn, Product Specialist, took a Massey Ferguson 5711 with a front loader to the “Young Farmer of the Year” event along with a basketball ring for participants to have a play with. Michael Rolfe, Product Specialist, was awarded with the “Unsung Hero” prize at the ceremony on the same day.
The Sales team members at Bishopton and Cupar works in close proximity with RHET (Royal Highland Education Trust) and take part in some of their educative days. In November, Michael Quinn brought a Fendt 314 tractor to show the kids of Rimbleton Primary School (Glenrothes), during the food and farming day organised at the Cluny Activity Centre in Kirkcaldy.
Back in Renfrewshire, Thomas Connor, Groundcare Sales Manager, took a Kubota L2-622 tractor down to the car park of Dargavel Early Learning & Childcare Centre, where some of the Bishopton staff have placed their children. In both those instances, the children were able to sit in the tractors, and ask questions about the numerous features.
Thomas Connor, Groundcare Area Sales Manager: “The excitement in the kids’ faces and eagerness to tell us the names of various components on the tractor was brilliant. Hopefully we’ll pick up some new apprentices on the way…”
At Christmas time, over the years, the Hamilton Ross Group has loaned a tractor to pull Santa’s sleigh for handing out gifts to children in Ayrshire. Another example was the volunteering of an employee and telehandler participating in the “Bonnie Bishopton” campaign, by helping to lift and reposition plant tubs around the town, and the associated donation towards the campaign.
The Hamilton Ross Group makes a conscious effort to support other successful Scotland-based family ventures: within their supplier base, the likes of Marshall Trailers and JCB; and within their customer base, the Malcolm Group.
Andrew Malcolm, Chief Executive Officer of the Malcolm Group: “Hamilton Brothers have a lot of strong individuals who most importantly understand the sector, believe in the product that they sell and give you a very straight answer to your questions.”
For 2023, the Hamilton Ross Group appointed RSABI (Royal Scottish Agricultural Benevolent Institution) as their chosen charity, who provides vital emotional, practical and financial support to people in Scottish agriculture. As part of the Supporter Scheme, the company will sponsor activities of the “Keep Talking” campaign, and a selection of staff will go through a Mental Health First Aider training.
Food & Farming Day at Cluny Activity Centre in Kirkcaldy organised by RHET Fife (2022)
Sustainability
Another cause close to heart for the Hamilton Ross Group is the environment. It’s paramount to them that the business stays embedded in the localities, and that it remains a safe and sustainable place to work, for the future generations. As such, the Hamilton Ross Group is engaging with the Energy Saving Trust (Business Energy Scotland) to find out about initiatives they can put in place to work towards Net Zero.
The depots are currently undergoing refurbishment to modernise the space and make it more environmentally friendly. Changes include the utilisation of solar panels (Bishopton), the utilisation of a biomass boiler (Tarbolton) and upgrading internal lighting to LED to reduce energy consumption across all their locations.
Most of the business model is based on circular economy. As they regularly replace their vehicles and plant equipment, most are sold on to traders as second-hand vehicles for use in the UK or export. Their fleet of vans has recently been renewed, ensuring that the new vehicles have lower carbon emissions than those being replaced; it now includes both hybrid and electric vehicles.
The Hamilton Ross Group has also aligned with a new waste management firm to help improve recycled waste whilst minimising waste sent to landfill. Their current electricity contracts are with suppliers who source 100% of their energy from renewable sources, ensuring that they are minimising their environmental impact with their day-to-day electric consumption.
Conclusion
Next on the list for the Hamilton Ross Group is launching a brand-new website, to truly align their online presence with their premium image. Exciting times are ahead as the business is reaching the beginning of a new era, with a few long-standing staff approaching retirement. In the next years, before stepping down, Eric will set up a team of forward-thinking leaders in which Jamie can place his trust for the future developments of the business – and assure its continuity with the generations to come.
Along with hiring new staff, the Hamilton Ross Group will be on the lookout for the next opportunity to complement and strengthen their business; while making sure it ties in with their family ethos and overall management culture.
