Constantly pushing the envelope for 60 years of success

By Dave Bannister

With a six-decade history, Atom-Jet Group, of Brandon, Manitoba has been built on a strong foundation that has weathered the test of time. True innovation, pushing the envelope with new ideas or opportunities, building quality products then standing behind them and strong core values have helped them build their reputation and success. They have now achieved a milestone many businesses never reach: celebrating 60 years in business!

Today, the company has two business units: Atom-Jet Industries and Glendale Industries. Atom-Jet Industries specializes in seeding openers, custom brazing, and CNC and manual machining.

Terry Dorratt, Vice-President of Sales and Manufacturing Operations, who has been with the company for 10 years, explains the history behind the AtomJet name: “Originally, the Coburn family started the company in 1962 to build atomizers for old gas furnaces. Along the way, they began producing sprockets for Manitoba Hydro leading to the addition of the machining division,” he notes. “Then, 35 years ago a local farmer asked them to build a new seed opener for him. That launched the company into manufacturing for agriculture, which is now our largest market.” The original name stuck with the company through its evolution.

Current owner Barry LaRocque bought Atom-Jet in 2002 and has built the company into the diversified business it is today, with sales in Western Canada, the U.S., Europe and Australia.

In 2011 Glendale Industries, a company specializing in tanks for potable water and septic removal trucks was acquired. Other services offered by Atom-Jet Group include structural steel construction, powder coating and custom brazing used by several other AMC members.

Seed openers remain the core business for the company, notes Dorratt. “AtomJet pioneered the vertical design of seed openers and same-plane placement,” he explains. “They are true innovations that lead to more accurate seed and fertilizer placement, and efficient closure for an impeccable field finish. The result is improved seed-to-soil contact, quicker germination and a superior plant stand.” While competitors have emulated the vertical design, Dorratt points out that Atom-Jet’s sourcing of North American materials and fully welded steel construction results in harder and longer-wearing openers than the cast components used by many competitors. The company also manufactures retrofit hydraulic systems for older tractors.

“Many tractors have lots of power to pull big implements,” Dorratt notes.

“What they often lack is a hydraulic system capable of powering today’s more sophisticated implements. We’re able to help farmers get full potential out of their investment in these tractors.” The proven durability of their products is one of the main reasons why Atom-Jet offers one of the best warranties in the business: A 100% money back guarantee if a customer is not satisfied. Dorratt credits this warranty with instilling confidence among their customer base.

He also believes the company’s core values of respect, transparency, accountability, and quality, have contributed much to the strong reputation Atom-Jet has in the industry. “These values start right at the top, with the owner,” he explains. “They’re ingrained in everything we do in the workplace, the way staff and customers are treated, everyone we deal with.”

These values help Atom-Jet maintain a strong workforce, now numbering about 100 according to Dorratt. “We have a very strong core team, with some employees having worked here for decades,” he explains. “They’re definitely a key part of the success of our business.”

Dorratt is proud of the fact that the company has been able to attract employees with a diversified skill set and level of education – engineers, red-seal trades, finance experts, and apprentices. “This diversity shows in the innovation we have been able to achieve at Atom-Jet,” he notes. “The company has nine existing patents and three pending. We have four people on our R&D staff, which has a substantial budget for a company our size. We believe we need to constantly push the envelope to stay relevant in today’s rapidly changing business environment.”

Recent investments have upgraded Atom-Jet’s capabilities in robotic induction brazing, robotic welding, and CNC lathe and brake capabilities.

Sixtieth anniversary events have been part of a year-long celebration at AtomJet. The company hosted a barbeque on the front lawn with current and retired staff and dignitaries, entertained customers, vendors and suppliers at Ag Days, and made a $60,000 donation to the Prairie Innovation Centre during a gala event at Assiniboine College. A special 60th Anniversary logo is featured prominently on staff clothing, the company fleet, website, and publications.

Based on its strong foundation and values, it is no surprise that Atom-Jet believes in giving back to the community. Ten years ago, in conjunction with their sponsorship of the Brandon Wheat Kings, the company initiated a “Community Heroes” Award. Every month at a home game, recognition was given to a community, school or coaching leader. When the COVID-19 pandemic hit, they evolved the award to recognize front-line workers in health care, fire, police and the military, among others, at every home game.

Atom-Jet has been a long-term member of AMC. Dorratt notes that although they’re not a large company among AMC’s membership, they derive big benefits from their involvement. “Many of our customers are AMC members,” he explains. “It’s also good to be able to reach out and compare best practices or challenges with others in the ag manufacturing industry. Plus, with everyone being so busy, it’s great to have the opportunity to get together socially a couple of times a year, whether it’s golf, a trade show, or an AMC convention.”

Stay tuned for the next 60 years of innovation and success at Atom-Jet Group!

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