Breaking new ground

Terrain is a local company that can definitely see the forest for the trees. With a backbone in the forestry industry, the company also supplies all the essential tools of the trade to the surrounding farming, construction and geothermal businesses as well as a growing national client base via online sales.

Owners Lisa and Mark Aldridge stock an extensive range of wire rope, logging hardware, harvester chain, safety hi-vis clothing and personal protection safety equipment in their purpose-built showroom. Originally established as Taupō Rigging and Safety Services over 30 years ago, the company has diversified from logging to other cornerstone industries. Rebranding from its original name was a great leap of faith and one that Mark believes was worthwhile.

“I know what we’re good at and thought the best thing to do was trust the professionals,” Mark says. “We took their advice and customers still like us! Strong marketing is key.”

How does this industry leader do things differently?