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Genesis Breaks Ground on Wisconsin Facility Expansion

Sat June 19, 2004 - Midwest Edition

Citing an effort to meet continually growing demand for its attachments, Genesis Equipment & Manufacturing announced plans for a 20,000 sq. ft. (1,858 sq m) expansion to its current 30,000 sq. ft. (2,787 sq m) manufacturing/corporate facility.

According to CEO Kevin Bakke, the May groundbreaking has set the stage for an expansion in manufacturing capabilities, the hiring of additional personnel and an increase in planned sales.

“Our growth has been at a much faster rate than even we could have foreseen,” he said. “We have already built and sold more than 1,000 major hydraulic attachments at this site and the level of orders continues to grow.

“This added space will allow us to expand key areas of the manufacturing process and, in so doing, increase annual sales from $24 million to $36 million. At the same time, we will also be increasing our employee base by 20 percent, taking us to 100 Genesis personnel here in Superior. This is an extremely exciting, and much-needed, move for us,” he added.

Genesis President Bruce Bacon said the decision to expand was based on a need to meet customer demand — a simple need that was becoming increasingly difficult to fulfill as product demand has grown.

“We are already working three shifts a day, and most weekends, so we have no other options for ramping up production,” Bacon said.

“The new space will reflect what has always been part of our corporate philosophy: delivering a high-quality attachment in a timely manner. It will also provide added space for some fast growing newer components of Genesis’ business: Blades by Genesis and our excavator sales division, for example. Both of these have become increasingly vital parts of our business offering and will now be able to better function as such,” he continued.

Bacon said the 20,000 sq. ft. expansion features space for an enhanced machine shop, additional welding centers, an expanded assembly area, a second burn center featuring high definition plasma cutting technology, an excavator/attachment installation facility and additional warehouse and parts storage, as well as more office, customer service training and conference facilities.

“This is a very exciting time for us.” said Bakke. “We never envisioned we’d be at this point, this soon. However, the fact that we are, says we’ve followed the right paths and made the right decisions.

“This expansion will make us not just a bigger presence in the markets we serve but, more importantly, one that is even better equipped to respond to our customers’ needs. And that’s ultimately what it all comes down to,” he said.

Genesis Equipment & Manufacturing, Inc. is one of the world’s leading manufacturers of high-quality hydraulic attachments for use in demolition, scrap processing, reconstruction, utility and waste handling operations.

For more information, call 715/395-5252 or visit