Duchy Plant Hire

It has been some weeks since I travelled to Cornwall to meet with Jamie Shelton, Director of Duchy Group and Tony Whitemore their Sales and Business Director, my focus naively was Duchy Hire. For those who have been kind enough to read my “Site Sunday” articles, you will know that usually I go “straight to press”. However, this has been a deliberate stall…there has been a lot to reflect on from our meeting. It has been difficult not to write with too much enthusiasm which could come across as non-authentic… Duchy Plant Hire are something of an enigma…a really exciting one…

I grew up in Reading and went to University in Bristol and now work in Avonmouth, therefore I’d certainly class myself as a “Townie”. My university days were sadly not packed with the usual freedom which University life affords most students. I was studying during the “Covid Years”. Summer travel, gap years, extensive parties? Sadly not. Lecture halls filled with students hanging on the dramatically intellectual words of Dr’s, Deans and Experts in their fields? Seminars with shared discussion and debate? Nope, mainly Zoom. Despite Covid, I know I was lucky to have the opportunity to experience these years and I certainly don’t regret a moment. However, it is true that the sense of restrictions and often isolation were not what I had envisaged my Uni days to be. So, when I find my “Townie” persona heading South down the M5 and then merging into the A30, the sense of freedom that the vast landscape around me brings, is suddenly overwhelming. It is invigorating, not stifling; a culture match, I was soon to realise to be the very foundations of Duchy Plant Hire. Once leaving the A30 for the final leg of the trip to Duchy Plants HQ, I still had quite a journey. Within that time, it dawned on me that there was not a branded coffee shop in sight. My journey led to a crawl through quiet Cornish towns. High streets did not feel familiar, they were dominated by independently owned shops. This was not dreary; it was somewhat empowering. I’m of a generation drunk on brand influence, where consumerism is a form of identity. This is a County that embraces the ability to remain true to their roots. It is authentic, I envy it.

My destination as mentioned was Duchy Plant Hire. Swinging into their drive I suddenly felt very under prepared. Not one, but a number of Company Signs were before me positioning the multiple business sectors they operate within. Not in an ostentatious way, simply informative. However, I couldn’t help feel that these signs were looming down on me in a rather accusing fashion. I would like to say I read them, as stated, but I didn’t. The words merged in my head to read “they are bigger than you realised, lots of companies and I have only researched one.” I had researched Duchy Hire, quite thoroughly. In fact if you were to look at Google analytics of any National Hire Company “Duchy Plant Hire” would also be top of their most recent search (I’ll come to that later). So here I was, 3hour car journey in, under prepared and with a sense of complete imposter syndrome. How on earth have I missed this? I simply had no other option, I had to channel my inner “Townie”.

Paul Butcher, our Territory Sales Manager for Cornwall and South Devon has fostered Holts relationship with Duchy Plant. The research mistake could not be placed at Pauls feet because he treats all his customers the same. Owner Operator, through to Fleet Directors all have the same relationship with Paul. He speaks to everyone in his own very unique manner. James Hayes and his Team at our Bodmin Depot again are an example of this. Like all our Depot Teams, they treasure their relationships with equal value no matter their fleet holding. Paul was of course happy for the marketing meeting to happen, but I don’t think he had fully embraced the value of it. Paul, like all our Territory Sales Managers, Parts Teams, Service Teams and Aftermarket Support are their very own “Site Sunday” articles. The culture of Holt JCB is to know their customers and to understand their business. This understanding is essential. If we did not understand the culture of businesses within our Territory, we might as well just set up a Holt JCB Amazon equivalent, how sad that would be. People buy from people. A physical handshake still means everything coupled with a good laugh, joke and knowing how everyone’s families are. Remember I am observing this as a Digital Marketer, someone trained to drive business through technology. I have said it before, the Construction Industry I have come to love, is Trible. To future proof it, we need to respect this.

I was trying to reassure myself by recollecting Paul’s description of the Duchy Team. “You will have a great time; they are all really upbeat and excited about their business” was the gist of it. He had mentioned something about slippers and new carpets too. Swinging into the yard it was evident that they had recently invested in Purpose built offices. The yard was busy with Plant Operators and Plant engineers, JCB and competitive “kit”. I had no time to dwell on my sense of “epic fail”, I was too busy changing my shoes and putting on Duchy brand aligned slippers. These offices were very well thought out, modern yet welcoming, open planned and like any home, the kitchen was at the very heart of it. But above all else, it was on brand, the striking Duchy Orange had somehow been incorporated in an incredibly subtle yet effective way.

The atmosphere was spell bounding. Yes, everyone was busy, but there was a huge sense that everyone was personally invested busy, the energy was really exciting. This marketing meeting was expected and clearly everyone had a part to play. I was immediately in the middle of the Duchy vortex. The energy was infectious. A quick cuppa was offered (phew, in a JCB branded mug, great work Paul!) and whilst still stood in the kitchen we were off; discussing business authenticity within the hire industry, how each role within the business was incredibly well considered and achieved by their network and industry knowledge. What was most overwhelming was how the conversation was purposely steered towards the respect held for skilled Plant Operators and Plant Engineers. Jamie was whipped into a Zoom meeting so we headed outside to take pictures of their JCB machines and meet more of the team. This clearly was not their first rodeo. My time was utilised to video their JCB machines in action. Everyone was involved, lining up JCB’s for a photo shoot, to include individual shots of those driving each machine. Time was allowed for a quick Cornish pasty. Even as a “Townie” I knew that they had to be eaten in the traditional way; holding the crust.

Whilst stood in the yard talking to the Operators, Yard Manager and Engineers the common feeling was a huge sense of pride, that they were part of something truly special. It was evident that the earlier discussion surrounding the importance of trade skills was felt and a discussion point Tony and Jamie would be certain to raise later. The more senior Yard Managers where keen to talk about the skill developments they had encouraged within their teams, insuring they were all introduced, their skills discussed and the importance they had within the business to be dually noted. This culture I have been fortunate to observe before and it has been heavily documented within my “Site Sunday” Articles. What I found reassuring and a point I feel important to raise is, clearly Duchy recognise that if they are to grow and develop, they also need to sustain this culture of empowerment that is demonstrated by so many generational family run businesses across our Territory. This is an essential formula for growth, one that is very natural within the Construction Industry. I am so grateful I had an opportunity to spend time with individuals from this sector of the Duchy business. I hadn’t realised that in a few weeks I would be spending time with them again at the Royal Cornwall Show. It was incredibly humbling that they purposely visited our Stand, not just to rightly show their loved ones the strength of the Duchy Brand through the machines we had on display. They were keen to meet again and talk about the proverbial “life in general,” to catch up.

Once back inside, there was an opportunity to have a good look at the office and how considered the lay out is. There was a lot of foot traffic from Suppliers popping in “on spec”, to friends wanting a quick cup of tea. A culture that demonstrates that there is time for everyone. It was reassuring to hear how highly regarded Paul was thought of. They truly rate him and look forward to his frequent “drop ins”. We also had a photo session with JCB models that had been collected over the years, I was entrusted with the news surrounding the exciting new livery designs that will be on their haulage trucks soon and in true Duchy style, it will be a talking point! The temptation to take lots of internal photos was overwhelming, so I was snap happy. It was during this exploration that I discovered a huge box of weaponry. Not any type of weaponry, the type all parents dread but children love… Nerf Guns! Why was I not surprised? This was after all a business that despite taking the industry seriously, were keen not to take themselves too seriously. This was not a “Google” office culture with break out rooms and mindfulness, this was plain old fashioned having fun!! Utter genius!

I already had an abundance of material for my” Site Sunday” Article. I could have left at that point quite happy with the content. However, respectfully Jamie and Tony were kind enough to devote their time to questions I was keen to position about their business and business growth plans. In fact they jointly gave 2 hours of their time. Again, when it comes to “Site Sunday” they are not the first to be so generous with their time and I can never do justice to the sacrifice of time Managing Directors are prepared to afford myself and Holt JCB. It’s a reflection of the Culture to empower and promote the industry as a whole. It is not egocentric. Everyone I have so far had the privilege to interview feels a strong sense of responsibility to raise the platform of the construction Industry and to showcase the opportunities within. Jamie and Tony did not disappoint.

Jamie as Director was very quick to position the importance of Tonys role as Sales and Business Director, detracting attention away from himself. Ferociously positioning Tony’s approachability and how essentially people still want to deal with people. Tony has a desire to get things done for his customer “you never give up, you never break a promise, treat people how you would expect to be treated yourself”. Jamie’s sense of pride in fellow Directors and team was a huge discussion point. The value of everyone’s role and the importance of it, yet I was still keen to hear about Jamie. My research of Duchy Plant had been focused on its extensive expansion. I mentioned before it is something of an enigma, even baffling sceptics in the Industry. Now I am here, its growth and stability does not surprise me. Should I really disclose to you how Jamie went from an owner Operator of a JCB 3CX and a 7.5T pickup in 2017 with a frighteningly silent phone, hardly any work to a company which boasts a fleet holding of circa 300 machines? I can feel you leaning in to hear how this was possible. I was lucky enough to hear the plausible and honest way it was done and how sustainable it is. I’m not going to share. I know Jamie wouldn’t mind, he is proud of his story. I mind! Why? As a Marketeer I think Duchy need to remain an enigma, its enchanting and quite rightly intimidating to National Plant Hire Companies, which have unwittingly contributed to the success of Duchy Plant.

Jamie’s turn of phrase, energy and business knowledge is admirable. It is deep rooted in a very high moral compass of family values. His Dad was his hero and mentor, Jamie speaks of their relationship with raw emotion and pride. It is this ethos that drives the culture. Jamie’s Dad set high standards as a mentor and it is these standards that Jamie feels akin with. Jamie is acutely aware that compliance cannot be compromised so they take that standard to the next level. Site to site is not acceptable to Duchy Plant Hire. They want the Operators that sit in their Hire machines to feel that they are in the best piece of kit possible, this after all is their office. Operators deserve the best “without operators the machines are just a lump of metal”. The machine specification are high because they are “Doing it for Duchy”. As a business they are accustomed to high vigilance, used to respecting insane compliance. They simply want to be honest, do not want to feel they are ripping people off. Am I naïve to champion this mentality? Is this a utopia, evidently not. This ethos is intent on raising Industry standards. Jamie rightly impassions that this industry should not be driven by a minimum level of service. Again, I know of companies in other counties where this feeling is shared and proven to be a winning formula. However, the difference is the geography. I have come to learn that the Cornish culture do not want to feel marginalised due to geography, in fact they expect more.

So on reflection here we have a company that is causing a lot of chat. It is easy I suppose to wonder about them. Their speed of growth matches their ambition and determination to take on National Plant hirers who in their view often compromise on standards and certainly don’t understand the culture of Cornwall. Their frustrations are evident. They feel that customers deserve a quality of service and quality of machinery not just a national operation that don’t have skin in the game for localised markets. The formula doesn’t have to be complicated; Duchy are demonstrating this. The shortage of skilled workers is frightening so Duchy are taking ownership of their workforce and investing in them. They talk to their customers and deliver on their needs. They offer a diverse fleet of high specification. Like all companies, Duchy feel that standards, cost and diversity are equally challenging, but they are not prepared to compromise.