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Why We Do What We do
Africa has the potential to supply the world with the resources it needs and this is what drives LonAgro when helping industries and businesses,both large and small identify their machinery needs.
We strive not only to sell equipment to our customers, but we work with them and offer them the service and back-up they need to reach their full potential. We believe in Africa, we invest in Africa, and we believe in the people of Africa; this is why we do what we do!
Swiss born Bruno Sidler has a long and illustrious career within the global transportation and logistics market, stretching back to 1980 when he started his career for the highly respected Logistics company Panalpina (today DSV Group) in South Africa.
Throughout his three-decade long career with Panalpina, Bruno held several key-management positions with the company, overseeing operations in South Africa, Nigeria, Singapore, Malaysia and Indonesia, before returning to Switzerland in 1994 to run the company’s inhouse carrier Air Sea Broker. In 1998 he was appointed CEO of the Panalpina Group, taking the company public in 2005. From 2007 to 2012 he was COO for Apollo Management owned CEVA Logistics and from 2013 to 2016 he was appointed COO for DKSH Ltd., Asia’s leading Market Expansion Services company listed on the Swiss stock exchange.
As from 2017 Bruno ran Lonrho Ltd, a private investment company focusing on investments in Sub-Saharan Africa.Following the divestment of the fund in 2022, Bruno established his own private investment fund, GulfLog Africa with the acquisition of two former Lonrho assets i.e. Luba Freeport in Equatorial Guinea and LonAgro in Mozambique and Malawi.
Apart from his executive role, his engagements in the transport and logistics space remain substantial. In 2021, he took over the chairmanship of SJL Logistics, a Moroccan-Spanish logistics and transport company. SJL is owed by the South African 91 Fund managed by TRG (The Rohatyn Group) www.sjl-group.com. He is also Chairman and key shareholder of Global Airlift Solutions – www.globalairliftsolutions.com , Switzerland
and a Board Member of the Bertschi Group, Switzerland www.bertschi.com as well as the U.S. based e2log, Houston www.e2log.com , a digital logistics management platform. Bruno also serves as an advisor to 8VC www.8vc.com a major U.S. Venture Capital Fund, based in Austin TX.
After graduating from Stellenbosch University in South Africa, Reinhardt began his professional finance career with Barloworld Motor Retail working in various franchised motor dealerships, including Toyota, where he spent two years heading up finance for one of the largest dealerships in the country.
In 2010, Reinhardt relocated to the United Kingdom where he held senior financial roles for global organisation BUPA and later British Telecom Plc where he worked mainly in financial planning.
Reinhardt joined Lonrho, an African Investment Group, in 2013 and initially headed up Group Financial Planning and Analysis, before being appointed as Chief Finance and Operating Officer for its Market Expansion Services division.
From 2016 to 2022, he was the Managing Director of the Lonrho Machinery Group leading the expansion and growth of its portfolio of capital equipment retail businesses, including John Deere and Bell, across Africa. In 2023, Reinhardt joined VirtualRouteZ as Chief Financial Officer, a UK based company specialising in global supply chain traceability and visibility from farming to retail.
Reinhardt is a Fellow Chartered Management Accountant (UK) and holds a Master’s Degree in Business Administration from Deakin University, Australia.
Brent comes from a technical background, having qualified in Zimbabwe in 1995, working then with both light, heavy and agricultural machinery OEMs, Brent has risen through the ranks from Bay Technician through, Foreman, Workshop Manager, onto Branch and Sales Management roles into his current position as Managing Director at LonAgro Mozambique, Lda, a role he has held from 2016 to date.
Brent has been part of the establishment, growth and development of the business and the core brands they represent from its early inception in Mozambique in 2005, with over 17 years working experience in the provision and support of all manner of agricultural, mining, construction, bulk handling, and earthmoving equipment in the territory.
The LonAgro Group started its relationship with John Deere in April 2010 in Mozambique with the acquisition of Trak-Auto.
In the years following the acquisition, significant work, effort and capital was invested to restructure and achieve a turnaround across the LonAgro Group and in particular in Mozambique, fully aligning LonAgro with the John Deere 'Dealer of Tomorrow' strategy.
Since 2012, LonAgro’s brand strength and commitment to offering customers excellent support and sound business practice, has seen its portfolio expand over the last several years. The company has been entrusted to distribute; Bell Equipment, Kobelco, Rovic Africa, and FIELDKING in select LonAgro countries.
In December 2022, the LonAgro Group was acquired by GulfLog Africa, a Mauritian-based boutique investment company focusing exclusively on business and developmental opportunities on the continent. The company provides capital through equity and hands-on expertise to companies in several fields, including the Distribution/Market Expansion Services for Mining, Construction and Agricultural Machinery. GulfLog Africa also prides itself on empowering capable management teams to operate as true stakeholders in line with best-in-class Governance.
The accusation of the LonAgro Group by GulfLog Africa has allowed the company to strengthen its presence within their territories of operation, making LonAgro a key player in the distribution of Construction, Forestry, Mining and Agricultural capital equipment. This unwavering trust and commitment within the industry reflects LonAgro’s strong relationship with leading global brands, illustrating the group’s vision of Empowering African Enterprises!