It’s not often that an acquisition is promoted with a dramatic video, but Morbark did just that following its purchase of Wooster-based Rayco Manufacturing from John M. Bowling.
The video – created to show how the deal strengthens Morbark’s product line – features dramatic video and lots of clips of heavy equipment cutting down trees, chipping branches and grinding stumps, all backed by a thumping soundtrack out of an action movie.
The Winn, Mich.-based equipment manufacturer followed up with a “breaking news” video tied to Morbark’s presence at an industry trade show in Columbus. Rayco is a leader in tree stump cutting and site preparation equipment, with products sold around the world.
For Morbark, the acquisition broadens its range of tree care and industrial equipment, aftermarket parts and services. It will operate Rayco as a new division, allowing Rayco to maintain its brand identity.
Bowling, Rayco’s CEO, will stay on and continue to have a hand in the development of new and existing products. He keeps an economic interest in the combined business and will be a member of Morbark’s board.
“Our family is very proud of the legacy we have established and nurtured over the past 39 years,” Bowling said in a statement. “As a family-run and -owned business, we view today’s transaction as an opportunity to continue growing our business while joining an even larger family.” Rayco’s management team will be retained.
