After the article "1985: the spark that revolutionised vine pruning", Dany Delmas returns in a second episode to the difficulties he faced in the early years, putting his passion to the test.
After a triumphant Sitevi 1985 and the famous Palme d'Or for Innovation, Dany returned to Cahuzac-sur-Vère with one certainty: Electrocoup was a hit. But behind this unanimous welcome, one challenge followed another: producing, delivering, repairing... and above all, never betraying the trust of his first customers.
In the basement of the family petrol station, now a makeshift workshop, 500 machines are programmed for the season. It was a crazy gamble based on intuition, but resources were limited and the product was still young. Although the modest performance of the pruning shears satisfied the winegrowers, their reliability left something to be desired.
Aware of the limitations of his product, Dany took a decision that was rare at the time: to offer a complete free service for their pruning shears during the off-season. Mechanical, electronic and aesthetic parts (such as changing the sheath and blade, for example) - everything is taken care of, and each customer is left with a tool that's as good as new before the next pruning season. It's a way of maintaining the relationship, but also of extending the lifespan of the equipment. This policy is very appealing. It reassures first-time users - even those who suffer repeated breakdowns - and builds their loyalty, turning them into true professional ambassadors for the brand.
At the second Sitevi, requests for demonstrations in the field multiplied and orders exploded. With 3,000 machines to be delivered for the following season, it became necessary to structure the business. INFACO was officially born, and simply stood for INnovation, FAbrication, COmmercialisation. From the outset, it was a family adventure, with Dany bringing on board his wife Michèle and their two young children.
But the lack of reliability once again tarnished the picture and sales dropped to 700 the following season. Once again, it was customer relations that saved INFACO: all the repairs and all the promises kept created a real bond of trust between the brand and its users.
In 1986, when until then sales had been concentrated in the Midi Pyrénées region as part of a local after-sales service strategy, an export opportunity arose. Australia was far away, risky, but tempting. Despite his doubts, Dany gave it a go. After successful demonstrations to distributors and size professionals, an initial order of 500 units was placed... and then the final straw: the importer sent everything back and demanded a full refund because there were too many breakdowns. INFACO would not return to the Australian market until ten years later, this time with reliability to match. And today, it's a key market.
In 1989, INFACO improved the quality of the tool and unveiled its third model: the Electrocoup Plus. It was lighter (like its battery), more powerful and more reliable. Nearly 2,500 units were soon sold. The competition, hitherto absent, finally entered the race. Even if the cohabitation was courteous at first, with little bickering over slogans, it eventually became tense. Following an advertising campaign, INFACO was taken to court. It was a brutal attack, seen as an attempt to destabilise the company.
Fortunately, the case was won and the courts recognised that the proceedings had been abusive. But these few months of proceedings were a real moral ordeal. In the midst of this storm, Dany realises how vital the support of those close to him is - for him, and for the company.
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See you soon for episode 3 of our special 40th anniversary series! To celebrate INFACO's anniversary, the company's key figures look back at its history, from the first Electrocoup to flagship models such as the F3010, F3015 and F3020. It's called "INFACO, the series" and it's broadcast all year round on our website and our social networks in 10 episodes! Subscribe to our newsletter to make sure you don't miss any of them.