Rough Brothers Adds Two Product Lines

In the past year, Rough Brothers Greenhouses, a high-end structures supplier, has broadened its product offerings through acquisition, purchasing the assets of both X.S. Smith and Golden Pacific Structures. The strategy serves a couple of purposes for the company, says Commercial Manager Tom Vezdos.

“We wanted to be able to cover the U.S. with sales reps. Now we’re able to cover the southern parts of the country we were never able to effectively get to before,” he says. “And we want to be able to provide a structure to everybody in the greenhouse business.”

X.S. Smith and Golden Pacific traditionally offered lighter, less expensive greenhouse structures, so adding these product lines gave Rough a more complete spectrum of offerings.

“Somebody might just want a Quonset, or they may want a poly arch or an A frame. On the higher end, someone may want a Venlo or an open-roof structure. Quite often, a customer might have all three levels in their operation, so we want to offer all three,” he says.

Those new structure types are important as Rough looks to move south. X.S. Smith’s structures were built with round tubing, which is a little less robust, but also less expensive. They’re a good complement to the sturdier square-tubing structures used by Rough and Golden Pacific.

“The farther south you go, the lighter the structure you’re more likely to sell because they don’t have the same snow load requirements. That’s why we had to do these moves in conjunction,” Vezdos says. “We had to expand the market we wanted to touch geographically, but we also had to expand our products to get into that lighter-weight structure.”

Vegetables, Too

That’s half of the strategy Rough is pursuing these days. The other half is focusing on internal growing systems for the vegetable market. The economic conditions of the last four or five years have created a slowdown for structures suppliers on the floriculture side.

“There’s consolidation going on with growers in the floriculture market. Deals are being made, land is being bought, and with that land comes greenhouses. I think it’s putting people a little more in a renovation mindset than a build mindset,” Vezdos says. “The vegetable market  is one of the areas of the market that’s growing. We’re working on vegetable projects that are from 25 acres down to a half acre.”

The end result for Rough Brothers should be a higher profile nationally and a wider segment of growers to work with.

“People in the Southern states are going to be seeing us a lot more. And I think some people didn’t consider Rough Brothers in the past because they thought we sold only the Cadillac and didn’t sell a Chevy,” Vezdos says. “So now we have new customers, we have new products to offer existing customers, and you have the whole new market with vegetables that’s entering into the greenhouse business.”

Leave a Reply

More From Structures...
Cannabis Structure

July 28, 2016

How To Maximize The Efficiency Of Your Cannabis Structure

The up-front costs of creating your cannabis facility may be high, but at least one expert says making the investment now will be well worth it down the road.

Read More
Floral Greenhouse at Vineland Research Centre

July 20, 2016

Research And Commercialization Unite At The New Vineland Greenhouse Technology Centre

The new, pre-scale commercial greenhouse facility at Vineland Research and Innovation Centre in Vineland Station, ON, will help accelerate the commercialization of innovative technologies and products coming out of research.

Read More

July 20, 2016

How To Prevent Greenhouse Heating Leaks

Ethylene from malfunctioning greenhouse heaters can lead to crop injury, while carbon monoxide can lead to worker illness. Know the symptoms and how to check greenhouse heaters to avoid these concerns.

Read More
Latest Stories
Cannabis Structure

July 28, 2016

How To Maximize The Efficiency Of Your Cannabis Structu…

The up-front costs of creating your cannabis facility may be high, but at least one expert says making the investment now will be well worth it down the road.

Read More
Floral Greenhouse at Vineland Research Centre

July 20, 2016

Research And Commercialization Unite At The New Vinelan…

The new, pre-scale commercial greenhouse facility at Vineland Research and Innovation Centre in Vineland Station, ON, will help accelerate the commercialization of innovative technologies and products coming out of research.

Read More

July 20, 2016

How To Prevent Greenhouse Heating Leaks

Ethylene from malfunctioning greenhouse heaters can lead to crop injury, while carbon monoxide can lead to worker illness. Know the symptoms and how to check greenhouse heaters to avoid these concerns.

Read More
GrowSpan Screen cap

July 18, 2016

Growers Supply Launches GrowSpan Website With New Conte…

The GrowSpan website will encompass the brand’s entire greenhouse structure line, and allows growers to quickly browse GrowSpan’s product offerings based on structure type.

Read More
Lisa Ruggiers, National Greenhouse Manufacturers Association

June 15, 2016

Meet The New Executive Director Of The National Greenho…

Lisa Ruggiers has been active in NGMA for several years, and will work closely with the group’s officers and board of directors.

Read More
Snow Damage-feature

June 3, 2016

Protect Your Greenhouse From The Worst Disasters

Unexpected problems such as fires, high winds, and heavy snow can quickly cause damage to your structures. But there are ways you can minimize your losses.

Read More

May 17, 2016

Your Best Greenhouse Is Your Best Bet For Growing Veget…

It doesn’t matter if it’s a retrofitted greenhouse or brand new freestanding high tunnel, the type of structure you use for your vegetable growing makes all the difference in the quality of the crop you grow.

Read More
North American greenhouse 1

May 13, 2016

NGMA Update: Meet The New Officers And Directors, And M…

The National Greenhouse Manufacturers Association announced new leadership at its spring meeting, as well as a networking reception to take place at Cultivate’16.

Read More
North American greenhouse 1

April 23, 2016

Light Matters In Greenhouse Structures

The design of your greenhouse structure, in terms of light transmission, can have a powerful impact on your bottom-line profits.

Read More
CSU Greenhouse at Night

April 20, 2016

New Colorado State University Greenhouse Showcases LED …

The university’s new Horticulture Center has all the bells and whistles you would expect in a state-of-the-art greenhouse, plus the latest in LED lighting technology.

Read More
Gotham Greens Atrium Style Greenhouse Chicago

April 18, 2016

Gotham Greens CEO Outlines Queens, Chicago Expansion Pr…

The hydroponic vegetable producer recently opened its third and fourth rooftop greenhouses, expanding to Chicago and Queens, NY. CEO Viraj Puri told us about some of the challenges and rewards of building greenhouses on rooftops.

Read More
Natural Ventilation In A Venlo type greenhouse

April 9, 2016

How To Fine-Tune Your Greenhouse Cooling And Ventilatio…

Like most equipment, greenhouse components and machinery must be serviced regularly to keep them in good working order.

Read More
Harmony 5747 FR Diffused Light Climate Screen (Ludvig Svensson) Feature

April 8, 2016

New Coverings Help Improve Light Diffusion In The Green…

Coverings suppliers are developing new materials designed to enhance light transmission, which can help improve energy efficiency.

Read More
Ovaltech (Harnois Greenhouses) Feature Image

April 4, 2016

The Latest Developments In Greenhouse Structures

Manufacturers are focused more than ever on flexibility, temperature management, and economic savings.

Read More
Growers Supply Workshop

April 1, 2016

Growers Supply Hosting Two Workshops On Controlled Envi…

The April and May workshops will cover the latest trends in new and innovative growing techniques, such as hydroponics, aquaponics, and microgreen production.

Read More
NGMA Spring meeting 2016

March 16, 2016

NGMA Spring Meeting Agenda Features Focus On Cannabis, …

Register now for the National Greenhouse Manufacturers Association’s Spring Meeting, which takes place April 10-12 in Tucson, AZ.

Read More

February 22, 2016

Why Automate Your Greenhouse?

Automating your greenhouse operation can mean a number of different investments, but the end goal is always to improve efficiency and make everyone’s job easier.

Read More
NGMA Spring meeting 2016

February 17, 2016

Mark Your Calendars For The NGMA Spring Meeting

Now is the time to start making plans to attend the National Greenhouse Manufacturers’ Association’s Spring Meeting, which will take place April 10-12 in Tucson, AZ.

Read More
[gravityform id="35" title="false" description="false"]