Pas Reform expands into New Zealand and the Pacific Islands

26 May 2009

Pas Reform expands into New Zealand and the Pacific Islands

Pas Reform has appointed Mr. McGregor Lochhead of Sonoma Enterprises Ltd. to develop markets in New Zealand and the Pacific Islands for its modular, single-stage Smart incubation system.

Mr. Lochhead is well known in New Zealand’s poultry sector. Following six years with ANZ Banking Group in Trade Finance and FX (Foreign Exchange products), he took over the running of Sonoma Enterprises  - a leading local provider of agricultural equipment and consultancy - from his father in 2003.

'New Zealand’s broiler market is currently dominated by three key players, producing more than 70 million birds per annum. If we include the layer and turkey markets, this number is closer to 78 million birds each year – including breeders – with strong growth signalling expansion and new investment by companies that not traditionally associated with The Pacific region. 

''This is an exciting time to be working in [New Zealand’s] hatchery technology sector – and Pas Reform’s Smart single stage technologies represent an excellent fit for companies looking for rapid growth.” 

Sonoma will represent Pas Reform’s full line of products, including Smart incubators, hatchery automation systems and hatchery climate control systems, with the full support of Pas Reform’s Sales, Project Management and Academy Training facilities in Holland.

Dr. Tan Ee Seng, Sales Director Asia for Pas Reform Hatchery Technologies, says: ‘I am delighted to welcome Sonoma onboard and look forward to a long and successful relationship with them’.

‘Pas Reform is a unique company, with a 90 years heritage at the forefront of incubation technologies”, he concludes, ‘and it is a pioneering challenge to establish Pas Reform’s first formal presence in New Zealand and the Pacific in this our 90th Anniversary Year.

'The combination of Smart incubation technologies, McGregor’s network and drive, the expertise of his company Sonoma and the support of dedicated project management and technical guidance from the Pas Reform Academy, is a powerful one that creates an excellent platform for significant growth here’.

Sonoma can be contacted at:


Company Name Sonoma Enterprises Ltd
Address 50 Hakanoa Street, Grey Lynn
Postaddress Sonoma Lodge
Racecourse Road
New Zealand
Mobile +64 21 341 286
Telephone +64 9361 1060
Fax +64 9361 1061


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