Engineering & Construction
Superior, Wisconsin Company Launches KRAKEN Machines
A Wisconsin equipment maker expands beyond forestry with a new brand built for construction, recycling, and disaster response
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Key takeaways
A Wisconsin equipment maker expands beyond forestry with a new brand built for construction, recycling, and disaster response
Superior, WI—BARKO Hydraulics, a Superior, Wisconsin-based company focused on the production of heavy equipment for forestry and logging professionals since 1963, today announced the introduction of a new equipment brand targeting a variety of non-forestry industries, including general construction, scrap/recycling and disaster mitigation, including wildfire prevention and clean-up.
President, Justin Rupar, expressed enthusiasm about the development, articulating the rationale for introducing the KRAKEN Machines brand.
"The point is growth via penetration of established markets where we know our ability to produce world-class heavy equipment is transferable. Our KRAKEN Machines brand is the manifestation of that recognition."
The point is growth via penetration of established markets where we know our ability to produce world-class heavy equipment is transferable. Our KRAKEN Machines brand is the manifestation of that recognition.
— Justin Rupar, President at BARKO Hydraulics
The company is actively working to build out the KRAKEN Machines product line-up to serve these non-forestry segments, developing a distinct and dedicated distribution network. Engineering and other professional roles will also be added. Kevin Lee, Sales Director, noted that these challenges are among the most critical.
"We're in a people-oriented business. People do business with people, not pieces of equipment. We're dedicated to finding the right personnel to lead this very important and very visible initiative."
We're in a people-oriented business. People do business with people, not pieces of equipment.
— Kevin Lee, Sales Director at BARKO Hydraulics
Parnell Thill, Marketing Director, noted, "Our development of the KRAKEN Machines brand is based on the premise that using the right machine, designed for specific work, is a solid trajectory for us and for the markets we're targeting. The days of using heavy equipment engineered for generic work are quickly giving way to a more market-specific approach. This is KRAKEN Machines."
In addition to being configured specifically for the adjacent market segments named herein, the KRAKEN Machines product line will be easy to identify. Against a competitive backdrop where heavy equipment brands rely on decades-old brand design, KRAKEN Machines boasts an entirely unique look.
The company anticipates KRAKEN Machines will be available as early as late 2024.
An open press event is scheduled for Tuesday, October 29 at noon, where the first KRAKEN Machines loader will be unveiled.
Event address: 1 Banks Avenue, Superior, WI.
Contact:
Parnell Thill
715-919-3805
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