The China-headquartered global company is getting back to basics for its FAMSUN Feedmill Solution, creating quality products and satisfying customers worldwide.

 

by CHAN Ngai Meng and F.E. OLIMPO

 

 

In his trip to Latin America in July last year, Chinese President Xi Jinping had as part of his delegation Mr. Li Minyue, chairman of Muyang, China's leading agricultural equipment manufacturer.

 

Mr. Li said that being rich in agricultural resources, Latin America, has a lot to contribute to global food security.

 

In fact, "increasing food demand from both regional and international markets," has accelerated the region's growth rate and those of "our customers' businesses," Mr. Li said.

 

Explaining the purpose of his trip to the region, he said China wants "to support our customers' growth, and provide integrated solutions tailored to meet local needs and shorten transport time," adding that his country also wants "to expand and look for further development in this market through cooperation and investment."

 

According to Mr. Li, Muyang started business in Latin America in 2002. The company has six local offices in the region, setting up feed mills, grain storage silos and animal farming systems in almost all countries there. A team comprising more than 40 local and Chinese employees serves the Latin American market.

Li Minyue, sixth from left on the second row, is part of President Xi Jinping's delegation to Latin America in 2014.

 

Mr. Liu Guangdao, Muyang Holdings' director/vice president, told Feed Business Worldwide during the 2015 International Production & Processing Expo (IPPE) in Atlanta, Georgia, in January that the top three markets for Muyang in Latin America are Ecuador, Columbia, and Brazil. It is doing well in the first two countries, especially Ecuador, but has been a little slow in Brazil. But given the country's large potential, it is increasing its sales focus there, according to Mr. Liu.

 

Be it in South America, in the U.S. or Europe, Muyang is ranged against strong Western competition.

 

And how does Muyang, which some months back rebranded its feed milling equipment operations to FAMSUN, go up against competition in foreign markets?

 

"Our advantage is that we supply turnkey projects," says Mr. Liu. Unlike most Western feed milling equipment companies, which specialise in single equipment like hammer mills, mixers, etc., Muyang or FAMSUN can also supply project designs. "It can also supply installation commissioning service and training. In short, we provide a one-stop service."

 

In fact, FAMSUN's slogan, "Integrated Solution Provider," sums it up best.

 

After moving in May 2013 into a new, state-of-the-art facility at the Hanjiang Economic Development Zone in Yangzhou, Jiangsu, China, the company has since made significant steps in raising the bar for its workmanship. It linked up subsequently with leading manufacturing tool companies, such as CNC, which provides FAMSUN precision production technology.

 

With the use of welding robots, chain assembly systems, lean manufacturing management, etc., FAMSUN is able to get the precision and top-quality workmanship it needs in everything that it does, from material processing to machining, from painting to assembly.

 

FAMSUN's Feedmill Solution manufacturing unit, located in its new Yangzhou facility, also owns the first grinder assembly line in the industry. With it, it is now able to produce all types of machines, spare parts, and pre-fabricated parts for various kinds of feed mills.

 

On the heels of these new changes, FAMSUN posted in 2014 on-time delivery of machines at more than 99%. Product acceptance by its quality department for that same year was nearly 100%.

 

In adopting the new FAMSUN brand, which originates from "famous, farm, family, sun and union," Muyang wanted to concretise its vision to build a green and healthy supply chain from farm to table together with its customers and to convert traditional agriculture into a modern, profitable and sustainable business with its integrated solutions in feed manufacturing, animal farming, grain milling, grain handling and storage, food processing, as well as industrial automation.

 

Yet, despite this increased focus on cutting-edge technology, this is actually a return to basics for Muyang or FAMSUN - a return to making quality its consuming corporate philosophy.