New CAT Machines at Lima South Quarry

GLEN SLOCOMBE, Sales Manager – Regional Government & Specialised Industries for William Adams Pty Ltd provides a report on the new CAT machines at Lima South Quarry.

Spend even a short amount of time with Ashley Day, managing director of Lima South Quarry (LSQ) and you get a real sense of just how passionate he is for site safety and customer service. “There’s nothing we’re more passionate about than safety” boasts Ashley, and there’s no doubting this is more than just a statement, it is demonstrated across the site and in the attitude of the staff. Leadership in safety is important but Ashley insists much of the credit rests with OH&S coordinator Michelle, who has really driven the positive safety culture at the LSQ site.

Located 34 km south of Benalla, the site was opened up by Ashley’s father Geoff in 1997, with the help of a second-hand Jaques 14-24 jaw crusher, amongst other plant he brought down himself from the Northern Territory. Predominately a hornfels deposit LSQ produces a range of screened materials including sealing aggregates, class 2, 3 and 4 crushed rock products, 63mm railway ballast as well as specialist rock spalls focusing on delivery throughout North East Victoria.

In 2008 Ashley purchased the quarry site and business from his family and talks proudly of the achievements and growth LSQ has undergone in recent years. “When I took over the business we were producing around 30,000 tons per annum, this year we will exceed 260,000 ton” he confirms. You appreciate this even more, and get a real sense of the character of the man behind LSQ, when you consider what a 26 year old, who had just taken the largest amount of debt in his life must have gone thorough. Purchasing a quarry which needed some immediate investment in the same year as the Global Financial Crisis (GFC) hit!

While established businesses were dealing with the dramatic shift from positive to negative cash flow as the GFC took hold, in true Ashley Day style he says “We just started calling customers, locals and anyone I could think of to drum up enough sales to keep the new business going during this very tough time.” The key to his success was clearly the diversity of being able to exploit the mobile nature of his crushing and screening plants. By doing contract crushing and screening for other customers when things were quiet at the quarry. LSQ still provides this service today along with a real sense for delivering what customers want and standing behind it’s products.

Former customer and self-confessed ‘tree change’ retiree Brendan Tipple, now acts as the company’s Sales and Account Manager. Despite a colourful and successful career, unrelated to the quarry and aggregates industry, his support and understanding of sales and marketing activities has led to a formidable partnership with Ashley as the face of LSQ which customers see. “Our goal is to be the quarry of choice, to be referred to by name, to have our clients specify LSQ materials” says Ashley. “I regularly jump in the car with Brendan and we visit customers and their worksites, we genuinely care about partnering and delivering positive outcomes for them.” He adds.

You can bet, when you spend every day delivering exceptional customer service, you demand the same from the suppliers you deal with. This has led to a strong relationship with Caterpillar equipment and the local support offered by William Adams Wodonga branch. “I don’t want to let my customers down, so I need equipment I can rely on, which is why I continue to purchase new Cat gear. I appreciate the onsite product support service offered by local William Adams representative Ben Petzke” confirms Ashley.

Recently LSQ took delivery of a new Caterpillar 972K wheel loader and revolutionary 336EL Hybrid excavator. Adding to their existing fleet, comprising of two Cat 336DL excavators, a Cat 972G and 972H wheel loader.

‘We’ve been very happy with the performance of the Cat 972G and H loaders, they are an ideal size for us so it was a natural progression to take on the new K series machine which has been performing great, and the operators love the new joystick steering and comfort of the cab” says Ashley.

It was local sales representative, Wynton Brown, who sparked Ashley’s attention with the new Hybrid technology featured on the 336EL H. In two minds about updating one of the current Cat 336DL excavators, it wasn’t until Wynton introduced Ashley to Hybrid E series machine and the potential fuel savings it could offer, that the business case for the additional investment began to stack up.

“At the time we were introducing Ashley to the Hybrid machine, we had already delivered three 336EL H units in our local region. The fuel burn rates which were being reported via our web based VisionLink data system, compared to competitive and earlier model 30 ton Cat excavators in like applications, very quickly validated the claims of up to 30% reduced fuel consumption were achievable” stated Wynton. “The numbers don’t lie, it really does demonstrate the power of the Hybrid system to do more for less, and without the need for expensive or complicated electrical componentry of other hybrid systems” he adds.

Once on site it didn’t take long for Lima South Quarry to start realising the benefits of the new 336EL H either. “Were running the new Cat in the face, breaking down and loading out it’s the toughest job this machine will ever do on our site, and already we are seeing fuel savings in excess of the promised 30%” confirmed LSQ sales manager Brendan Tipple. At this rate LSQ can expect to see a payback on the Hybrid technology investment in less than 2 years.

So impressed with the performance of the new Caterpillar 336EL H excavator were LSQ that Ashley and Brendan agreed to provide third party testimonials and be the face for the current national Caterpillar Hybrid print media and video advertising campaigns.

Ashley was born and breed in the local region, and along with wife Kate, continues to put back into their community. Supporting local sporting clubs and charities along with the Good Friday and Peter MaCallum Cancer appeals and receiving recognition from the Benalla Business Network for marketing excellence.

The CMPA has been an important part of growing the business, be it gaining direct advice from other members or through establishing an informal network of contacts at events. Being a privately owned operation having the CMPA there to provide support and up to date information on industry trends, as well as changes to rules and regulations is invaluable.

William Adams would like to thank Ashley, Brendan and the whole LSQ team for their ongoing support and partnership with Caterpillar equipment, and recognise the professionalism and passion with which the Lima South Quarry continues to operate today.

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