News & Events

Looking at a map of the territories Godfreys lays claim to, as the UK largest John Deere Turfcare dealership, it’s hard to imagine the humble, erstwhile beginnings of this business. Established in 1933 by Sir William Godfrey, the enterprise originally focussed on supplying sprayers and Allen Scythes to local fruit growers.  In contrast to the multiple branches and warehouses the business now comprises, back then these early forays into commercial success started from a small flat in Tonbridge. It wasn’t long before W M Godfrey and Partners had relocated to a site in Petteridge, Brenchley, just east of Tunbridge Wells, and the foundations were set to become one of the largest horticultural equipment suppliers in the UK.

Satellite stores were opened in Sellinge and Sevenoaks with the onus on representing leading, quality brands across both retail and manufacture.  In fact, the manufacturing arm expanded to include milking machines and generators. Alas, one doomed export sale as part of a Nigerian contract brought the original company to its demise, 47 years after commencement of trading.

So, it was in 1980 when a new lease of life breathed into the business.  The site in Sevenoaks was purchased and re-instated along with the staff, as a garden machinery business, with the name changing simply to Godfreys.  Under new ownership, Godfreys grew to become a leading regional retailer in the garden machinery industry.15 years later and a second blow to the business struck, this time in the form of a devastating fire wreaking havoc throughout the entire site.  “I was called out in the middle of the night as the intruder alarm was activated.  As I approached the site from the south, all I could see was a blazing inferno” Peter Bateman remembers. “Within a couple of days we had data restored and were operating out of a Portacabin. The support from staff, customers and suppliers enabled us to keep going”. Never a business to crumble under adversity, Godfreys re-emerged 250 meters down the road, after acquiring DPTS House, its current Sevenoaks dealer site. After an extensive remodel, the 18,000 square feet store opened grandly in June 1996.

Taking the opportunity to adjust and evolve the business model, workflow shifted now to include major brand dealerships on a business to business level in addition to the customer facing retail side.  Enjoying buoyed customer levels (attracted to the easily accessible, modernised and enlarged Sevenoaks showroom) in pursuit of their garden maintenance equipment, and recognising further expansion opportunity 1997 saw a joint venture forged between Bat & Ball Sports and Godfreys.  Utilising the first floor of the site, Bat & Ball Sports delivers more to the Godfreys customer by offering specialist sports equipment and clothing whilst maintaining the heartfelt customer service commitment.  The store has rapidly become the leading sports retailer in the West Kent region with exclusive agreements with Sevenoaks Rugby Football Club, Sevenoaks Hockey Club and Sevenoaks Swimming Club.

The business was acquired by a former employee, Peter Bateman who started aged 19 in the warehouse, together with his wife, in 2005.  Interestingly Peter left Godfreys in 1999 to become Managing Director of Allen Power Equipment Ltd, the same company Godfreys first partnered with in 1993 and now he, Alex his wife, and their three children live only a stone’s throw from the original site in Petteridge. On the commercial equipment side, Godfreys has expanded phenomenally since securing the John Deere  dealership for Kent in 1998 and since Peter’s acquisition, this has now grown to cover a vast region comprising Kent, South London, Berkshire, Sussex and areas of Surrey and Middlesex.  This makes Godfreys the largest John Deere Turfcare dealership in Europe.   Godfreys enjoys working with a broad range of clients selling and servicing this premium range of John Deere machinery.  From prestigious golf courses, to Premiership football clubs to local authorities, sports turf, contractor and estate business, Godfreys is esteemed as the first port of call for prospective purchasers. 

With a loyal team of seventy staff amalgamated across the three sites in Sevenoaks, Hailsham and most recently Wokingham, our focus going forward is to provide the very
best in customer service, choice and value..  With a determined refusal to be dragged down by the recession and pleasing upward expansion, staff are excited to be part of a flourishing business.  This has been enhanced with the addition of two new equity non-executive directors recently, Mark Kibblewhite and Gary Cottle, both loyal customers, both passionate about Godfreys and its future potential. Peter Bateman comments “It’s been great having them on board. As the owner/manager of a SME business, you can be blinkered to the opportunities out there and unchallenged in your approach. This no longer is the case!”

When Godfreys.com was launched in 2007, the consumer face of the company went nationwide.  The online store offers thousands of quality, value products for garden maintenance, always backed up by exemplary levels of personal customer service.  Where some ecommerce retailers are exclusively online and email only, Godfreys is quick to pepper their website with their phone numbers and store contact details.  They want close customer contact and thrive on customer relationships.  With retail outlets showcasing a huge range of garden equipment from lawnmowers to children’s ride-on tractors, to barbecues, clothing, tools and much more, staff are always trained to have in depth knowledge of both the functionality of products and the brands themselves.  Deep knowledge and a desire to deliver excellent customer care prevail at all times. This also applies to our commercial equipment market where the business operate a fleet of mobile technicians, offers full LANTRA & NPTC training to machinery operators, a fleet of commercial demonstration equipment, golf buggy sales and rental with a team of 8 dedicated area salesmen calling on the 480 golf courses, 100’s of schools, clubs and leisure parks, and many councils, contractors and estates we service in our territory.

Sir William Godfrey set up his business with an ethos of ‘a refusal to sell the next best, if the best was not available’.  Eight decades and numerous evolutions later, this still rings true today.  With business growth clearly on the ascendency and Godfreys desire to continually exceed customer expectations, it’s a mission statement that successfully resonates with customers too.  Godfreys very much looks forward to the next eight decades of delivering what the customer wants, and doing so passionately.

John Deere Financial has announced two new interest-free finance programmes for UK customers.

The first is available for golf and bowls clubs, who may order any new golf & turf machine from John Deere dealers at any time from now until 31st May 2012. The offer is for 1+1 annual payments at zero per cent interest, with the amount financed limited to 60 per cent of the retail value.

Under the second scheme, all UK business customers may buy any new John Deere compact utility tractor with 1 + 2 annual payments at zero per cent interest, until further notice. In this programme, the amount financed is limited to 50 per cent of the retail value.

As usual, other credit profiles are available on request, and the availability of finance is subject to status and to terms and conditions – further details are available in the Special Offers area at www.deere.co.uk or from John Deere dealers nationwide.

The Richmond Golf Club in Surrey is in the third year of a seven-year equipment replacement plan and its latest acquisition, through a preferred supplier deal with Wokingham based dealer Godfrey’s Golf & Turf, is the John Deere 8000 E-Cut fairway mower.

Course manager Les Howkins had been impressed by the 37hp mower, which features five 18in Quick Adjust (QA) cutting units, following a demonstration, and also reports favourable comments from club members. “They really like the appearance of the narrower cut lines on the fairways,” he says. “The set-up of the machine also means I can use it for cutting the surrounds and approaches and around bunkers, if required.”

The 8000E’s hybrid diesel/electric design produces less engine noise and fewer emissions, and needs less fuel. Les Howkins was convinced to add one to his fleet by the potential fuel cost savings and what the machine could do to enhance the look of the fairways on the 18-hole, 6000-yard course, next to Richmond Park.

“The three-wheel set-up, smooth tyres and the lower risk of hydraulic oil leaks from the hybrid design all added up to a dream machine for the fairways, and so it has proved,” he says. “I favour the diamond pattern of cutting the fairways here – turns with this mower are a lot less harsh, and with the reduced impact their appearance is noticeably crisper. The 8000E does the job just as quickly as a wider machine, because we’ve found the turning plus the lifting and dropping of the reels much more efficient.”

Les Howkins manages a team of 10 fully qualified greenkeepers, and says they have also found the new mower a pleasure to use. All give the thumbs up to John Deere’s uniform mower controls, which makes switching from one cutting job to another much easier.

This is one reason why the club’s equipment replacement plan is “going down the John Deere route”, as Les puts it, and a second 8000E mower was ordered from Godfreys Golf & Turf due to the success of the first machine. “This latest purchase will complete my fairway mowing fleet and ensure consistency of appearance, quality of finish and maintenance in the workshop,” he adds.

I have been dealing with Chelsea FC for well over 20 years and first met Jason Griffin when he came to Chelsea as an 18 year old assistant groundsman in 1988. This was back in the days of division’s 1,2,3 & 4 prior to the Premiership,  when clubs spent a lot less on pitch maintenance and renovation. The grounds staff had to work very hard to prepare for match days with more of the training done on the stadium pitch (I’m sure you can remember the state of some pitches half way through the season due to over
use and poor drainage).

With greater use of technology and a better understanding in agronomy, the modern groundsman now has an in-depth knowledge of pitch construction, drainage and the machinery that has been developed and improved to deliver the best possible playing surface. Along with new and improved seed types, the modern groundsman now has the all the tools needed to keep grass on the playing surface all season.   

All premiership clubs these days have training but the facility at Cobham, thanks to the huge investment by the club’s owner, is world class. The state of the art training facility at Cobham covers over 100 acres that surpasses any in Europe. Chelsea FC supports local school and junior football teams throughout Surrey and Greater London area with
matches and tournaments at Cobham.  Jason, along with his 12 strong team, that includes Kevin & Mathew who look after the Stamford Bridge pitch,  has the huge
responsibility of keeping all the playing surfaces in pristine condition from the first team, through to the academy pitches plus the all-weather areas. Over the years I have introduced by way of demonstration or hiring of specific types of equipment, various John Deere  machines and other specialist turfcare products. As a result, Jason, with the backing from his Director, has chosen John Deere equipment for the training ground pitches.  As Jason will only allow pedestrian machines on the stadium pitch he has chosen Dennis G860s, again supplied by me through Godfreys Golf & Turf. 

To quote Jason “The support  that Ray and Godfreys Golf & Turf give Chelsea FC, along with the workshop facilities,  the on-site maintenance  they do of all our John Deere equipment, including the precision mowing equipment, utility vehicles or Gators, compact tractors, as well as our aeration equipment from both John Deere and Charterhouse, means it is all maintained to the highest standards.  I know if ever a problem arises Ray is only phone call away.

Cutting height, ball speed and a light touch from the greens mowers are all critical factors for Mike Mercer, course manager at Southport & Ainsdale Golf Club, which hosts the final qualifying round for the 2012 Open Championship being held at Royal Lytham & St Annes.

“Players of all abilities have become far more discerning about playing standards, and they’ll soon tell you if they are not up to scratch,” says Mike, who has clocked up 27 years at this heathland links course, 16 of these as course manager.

Always keen to keep abreast of new technology, Mike was an early adopter of John Deere’s 2500 E-Cut hybrid electric greens mower. The operational issues that were experienced with some of the original machines, now fully rectified, could have led him to change his preferences.

However, area salesman Ian Roberts of John Deere dealer Turner Groundscare at Tarvin, Chester, persuaded him to keep the faith when Mike was looking to replace the mower. It’s a decision that Mike and his five-strong greenkeeping team have not regretted.

“We run several other John Deere machines here, including a 4320 compact tractor, a 3235A fairways mower, a 500 triple mower and a 2500B greens mower,” he says. “So I decided to replace our first 2500E, which was five years old, with the new version. This has proved to be very reliable, and performs almost like a utility machine, so we can also use it for verticutting.”

As a Site of Special Scientific Interest (SSSI), the course is run under strict environmental conditions, and the 2500E plays its part in helping meet the maintenance requirements that this status demands. Mike and his team have an extensive programme in place to ensure first class playing quality and turf conditions.

“In spring we increase greens cutting from three times a week to daily, and for competitions we double cut then iron the greens,” says Mike.

Such regular mowing naturally raises the chance of accidental oil leaks, so Mike chose the 2500E because, as he puts it, “It is kinder to the turf and drastically reduces the chances of a potentially devastating leak.”

Sound levels are also reduced – another important environmental factor – while cut quality and productivity are maintained, and fuel savings can be as great as 20 per cent. “Typically the mower consumes 3.5 to 4 litres of diesel for every cut of the greens, a task that can take up to three hours,” says Mike.

The new 2500E model also features John Deere's QA5 (Quick Adjust 5in diameter) cutting units. This system makes light work of adjusting each cylinder’s cutting height, turning what was a 15-minute job into a 30-second one.

“In winter, cutting height is 4.5 to 5mm, coming down to between 3.5 and 4mm in spring and summer. Time is always an important factor, so using the quick adjust feature to change the cutting height is really useful,” Mike adds.

December 2010. Heaviest snowfall of the winter.  Unprecedented chaos.  Unrelenting freezing conditions.  And still the snow continued to fall.  BAA estimated the cost of this wonder wonderland to be around £24m.  Not such pretty white stuff.

When adverse weather conditions strike, it’s imperative authorities minimise public disruption.  Critical to this is reopening transport networks as quickly as possible.  Therein lay BAA’s challenge. Not just clearing the runways and airport entry and exit roads, but physically releasing the snow logged planes from their frozen stands.  To add to complexities it wasn’t just a snowy  deluge in December, but one that struck as the country geared down for the Christmas break anyhow. Emergency services, local  businesses, support companies, were all operating on reduced staff as the festive shut down took hold.  A plethora of snow, but a dearth of available help. 
Key to resurrecting normal airport functionality was equipment to clear the icy drifts to then access the trapped planes.  With the extent and depth of snow coverage it was glaringly apparent that reserve snow ploughs and specialist clearance equipment, housed for emergencies at all BAA airports simply wouldn’t suffice. 
Boxing Day 2010 and Godfreys take the call for help and efficiently respond to BAA Heathrow’s extreme situation.  As the South East’s largest John Deere dealership they were the obvious local first choice for advice and a fast solution.  Quick to react and uphold their excellent customer service Godfreys put forward alternative solutions to help with their priority issue; clearing the snow around the stands so planes could be towed to the runways. With the volume of machinery needed, coupled with bespoke elements to manufacture, it was a case of arranging model demonstrations asap.

New Year’s Eve 2010.  Godfreys’ Managing Director and a Senior Airside Operations BAA representative met at the Hailsham branch of Godfreys, the dealership store  specialising in off-road utility vehicles.  With a detailed run through of machine specifications, operational capabilities, bespoke parts available, time frames discussed and previous and current contract success stories, BAA were in a position to specify the required equipment and tender accordingly. 
After winning the contract, initially 16 John Deere XUV Gator utility vehicles were reserved with made-to-order features manufactured across the Atlantic and from within the UK.  The XUV Gators were fitted with Snowex SP3000 salt spreaders plus Logic snow blades and brushes on the front, each vehicle fully cabbed with heating and lighting for operator’s comfort and appropriately marked for airside use.  Another 4 units were supplied for landside operations.  Pedestrian and towed snow spreaders, snow blades for pickups and pedestrian snow blades were also included in the suite of equipment purchased.

Within 4 weeks the first 50% of the fleet was supplied on time, followed by the remainder 4 weeks later.  This, despite, the lack of inventory available due to the enormous demand of snow maintenance products within Europe.  “Our suppliers were brilliant” Peter Bateman commented “The Snowex importer prioritised stock from the manufacturer in upstate New York.  Logic, a UK manufacturer fast tracked production and designed new features to meet BAA’s requirements and John Deere work tirelessly to source
all the required components for the European and US factories. 
Godfreys were delighted to have assisted in such a public emergency and with BAA’s praise of the ‘above and beyond’ customer service and superb professionalism, a
firm client relationship was thus cemented.  Godfreys have continued to supply BAA LHR salt spreaders and when the 2011 snow struck Godfreys felt comfortably complicit in BAA’s claims that they were significantly more prepared this time around. 

John Deere’s PowerGard Maintenance and PowerGard Protection programmes are now available for the company’s full range of professional turf equipment, including golf and commercial mowers, as well as compact tractors (but not Gator utility vehicles). Combining both plans allows customers to budget for all their equipment servicing and repair costs.

“All our professional turf equipment customers in the UK and Ireland can now benefit from a PowerGard plan to help fix costs, budget more accurately and avoid unexpected outlays,” says John Deere Limited’s aftermarket sales manager James Morley.

“These new PowerGard programmes are specially designed to control operating costs, remove the worry and allow users to choose the best plan to suit their individual needs. Not only can the operator save on maintenance costs by locking into current parts and labour prices, he can also save on his own time and labour.”

One of the first golf courses in the country to adopt PowerGard is Allerthorpe Park Golf Club, near York. The club agreed a new package deal with local dealer F G Adamson & Son of Swanland in East Yorkshire, and took out a John Deere Financial lease with PowerGard maintenance and protection cover from day one, giving them a total fixed cost of ownership over five years.

“I was looking for something to cover all our machines all the time, so that we could concentrate on our greenkeeping duties and on improving the quality of the course and its presentation, without having to worry about servicing or parts as the machines get older,” says head greenkeeper Rob Bradley. “What we liked about PowerGard is that you have one set amount to pay every month with no unexpected costs, which makes budget planning that much easier.”

PowerGard is much more than a simple extended warranty programme; it is a complete maintenance and protection plan that allows the user to budget for the full operating costs of the equipment, while ensuring that it is properly maintained throughout its working life to provide years of reliable service.

PowerGard Maintenance is an agreement between the dealership and the customer to do all the maintenance work on the machine, new or used, according to the service schedule in the operator’s manual. Customers can pay at each service, in regular instalments or for the entire contract in advance, with the cost of the plan including all parts, maintenance fluids and routine labour.

In addition, there are two levels of PowerGard Protection plan that cover the cost of machinery repairs for up to five years, and must be bought with a PowerGard Maintenance plan. The basic PowerGard Protection is for limited coverage of the powertrain and engine, while PowerGard Protection Plus provides more comprehensive coverage of all key machine components.

Full details of covered items are available from John Deere dealers. Subject to acceptance by John Deere Financial, it is possible to fund the PowerGard Protection programmes within a finance package; payments will vary depending on the machine, length of the plan and payment option chosen.

“PowerGard customers can also be secure in the knowledge that their machines are being well cared for by a skilled, fully trained John Deere technician using state of the art tools, who is certified by the industry standard LTA programme,” says James Morley. “This in turn provides reliability and performance advantages, and they will have a complete service record book, fully stamped by the dealer, which will add value to the machine when it is traded in.”

In recognition of the company’s 175th anniversary in 2012, John Deere is offering an extra set of either Quick Adjust QA5 cutting units or standard verticut units for just £175 (or 175 euros) with every new 2500B or 2500E hybrid greens mower bought from a John Deere turf dealer. The offer runs until the end of June 2012.

 Back in 1837 John Deere produced his famous plough, designed to cut through the sticky prairie soil of the midwestern United States. That spirit of innovation continues today with the 2500 greens mower, whose offset cutting units, low pressure footprint and hybrid E-Cut technology help greenkeepers and groundsmen to create first class playing surfaces worldwide.

 The extra cutting units are compatible with 2500 greens mower models dating back to 2006 and have no shelf life, so they could either be used to upgrade an existing mower or kept for future seasons.

 First launched at BTME in 2005, the John Deere 2500E was the golf and turf industry’s first hybrid greens mower, combining conventional diesel power with electric motors to produce a quieter, more fuel efficient and environmentally friendly machine. Its advanced technology eliminates more than 100 potential hydraulic leak points, without sacrificing overall reliability, power or cut quality.

 Both the 2500B PrecisionCut and 2500 E-Cut hybrid greens mowers are equipped with three 56cm (22in) cylinder cutting units, available with either seven- or 11-blade reels and smooth or grooved front rollers, plus optional greens tender conditioners and rear roller power brushes. Featuring a patented SpeedLink system, John Deere’s QA cutting cylinders provide quick and easy height of cut adjustment from either side of the units.

 Details of the special 175th anniversary offer are available from John Deere dealers nationwide.