Apollo Machine

Five Decades of Doing Business the Right Way

Q: How does a business like Apollo Machine stand the test of time? A: By always putting customers first.

By Shawn Casemore That’s the question that was in the back of my mind when I interviewed Louis Villeneuve, President and CEO of Apollo Machine in Saskatoon, Saskatchewan. A manufacturer now in business for over 50 years, it’s clear that Villeneuve and his team must be doing something right. They’ve clearly found the secret ingredient that’s allowed them to survive and thrive at a time when many businesses are struggling to exist. During the interview, it became evident that the very values that grounded and supported Apollo Machine nearly 50 years ago remain their core values today. In brief, Apollo Machine was built on the premise that the past is honoured by striving to serve customers today and into the future, while always remembering where you came from.

The History of Apollo Machine

Apollo Mills was founded by Roy Swanson over 50 years ago. Dedicated to supporting local cattle ranchers, Roy and his team manufactured products that supported his customers, always staying one step ahead of the ever-changing requirements of modern farming. Over time, the products varied, but mills always remained a focal point for the company. As Roy Swanson’s son Don took over the business, it became clear that a broad array of products created several challenges. The decision was made in early 2000 to shift the product lines to focus solely on mills. Concentrating the product focus was a decision that’s paid off for Apollo Machine. Throughout the 2000s, the consolidation of cattle ranches has led to larger operations requiring larger equipment for handling feed demands. Apollo, as always, was ready to meet their customers new feed equipment needs by offering a larger mill, the SvenMill. One of the highest quality mills on the market, the SvenMill fills its niche in the feed mill market, but does not replace Apollo’s smaller mills. Although there was a reduced demand for their smaller products, Apollo continued to produce their EconoMill and MicroMill in order to serve their smaller customers. The decision to continue to service customers who needed smaller mills paid off when the microbrewery movement became popular around 2010. Quite suddenly there was a high demand for a small but proven mill. The EconoMill was the perfect fit. Apollo Machine’s decision to continue manufacturing the smaller mills put them in the perfect position to fulfill product demand from a whole new sector. They became a recognized brand in the microbrewery industry with a reputation that remains solidly in place today. Apollo Machine experienced healthy growth as they were able to add this entirely new customer segment. Their customer-centric business plan continues to be a key component of Apollo’s long-term success.

Challenges Apollo Machine has Faced

Not every moment of Apollo’s 50 years has been smooth sailing. There have been challenges to be overcome. As with all

manufacturers, when customers suffer, so do manufacturing firms. When ranching has difficult times, those difficult times are also felt by agricultural manufacturing companies. • High interest rates of the 80s made it difficult for ranchers, which in turn meant that Apollo Machine sales slowed. • Making the decisions and shifts necessary to consolidate their product line in the early 2000s, while maintaining their dedication to fulfilling customer demand for product, was no small undertaking. • Having the determination to continue manufacturing smaller mills at a time when the market and the company’s competitors were all shifting to a larger mill was a decision that took confidence and determination. Apollo Machine was able to overcome these challenges and has ensured that they remained focused on putting their customers first. When I initially reached out to Louis Villeneuve for our interview, it was on a morning when Saskatoon had received a surprise overnight dumping of snow. Louis apologized profusely but asked that we reschedule to allow him the time to ensure Apollo Machine could dig out and open for business, despite all of the road closures and snowed-in employees. Putting customers first is clearly more than just a statement or value but is engrained in how the entire Apollo team thinks and behaves.

Meaningful Support from AMC

As Roy Swanson was a founding member of AMC, I asked Louis why Apollo Mills has remained such an active and long-time member. “We’re a small company. Being part of something like AMC where all of the big guys are gives us exposure and credibility. I’ve always been a big believer in the value of associations. Where else can you find new ideas, keep up with trends like laser cutting, and identify ways to improve quality or reduce your costs? You need to attend events and network in order to know what’s happening, and what’s possible.” It’s clear that remaining an active member of AMC is a priority for Apollo Machine.

The Secret of Long-Term Success

Never one to assume, I asked Louis what he believes are the key secrets to Apollo Machine’s success. Without pause, he responded by saying that today, as always, Apollo Machine operates as a small business. They pride themselves

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Congratulations on 50+1 years of working on behalf of Canadian manufacturers and Canadian agriculture! It’s been a pleasure working side by side with so many of your members over the years to help their machinery—and the industry— develop and grow. Best wishes to you and your members for a prosperous, productive road ahead as you help farmers feed the world. ALLIANCE TIRE GROUP IS NOW YOKOHAMA OFF-HIGHWAY TIRES

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on always putting their customers first. Villeneuve and his team also manufacture everything in Saskatoon – nothing is imported. This dedication to retaining full control over the manufacturing process allows them to maintain the highest standards in quality and delivery, while remaining competitive in their price range. It’s rare for manufacturers these days to remain so steadfast and dedicated to their local community and proven practices while continuing to support the ever-evolving needs of their customers.

The Future of Apollo Machine

Asked about what the future holds, Villeneuve plans to remain an active member of AMC. He believes that finding innovative and sustainable ways to meet growing agriculture needs is the way of the future. It’s clear that with a great team in place, Apollo Machine will remain a strong brand in the grain roller mill market throughout Canada and the United States.