El Grano faced several challenges on different levels but had also identified strategic goals to establish itself in the market. The Kazakhstan market is dominated by large private and state-owned holdings that define trends and tend to rely on quantity rather than quality of the product. Local requirements and standards are therefore in many respects much lower than on the international stage.
El Grano decided that in order to compete in the international market they needed to focus on quality, not just quantity. The company set out to cater for customers with high demands and to offer made-to-measure solutions. Determined to meet international standards, El Grano wanted a state-of the-art plant with flexibility in operation and the option to extend storage capacity in future.
Smaller companies in Kazakhstan have difficulty financing investment in new plants and modernization. Currency fluctuation, harvest risks, poor service networks and a low-skilled workforce add to the challenges. To justify the investment, only highly reliable machinery accompanied by the best advice, training and support were considered.