IN THE DOCK
MEETING CHALLENGES
If you have a problem, and no one else can help, who do you call? You might consider Anthony Calomino, vice president of sales at Greenfield Products.
f it’s a material handling challenge in ports, your first call is probably Greenfield Products. The company offers a wide range of lifting and material handling equipment for port, rail, intermodal, construction and manufacturing. “Greenfield Products is unique in its wide range of industries it serves,” says Anthony Calomino, vice-president of sales. “We don’t just sell products – we sell designed and engineered solutions. My sales pitch is, when you need a safer, more efficient material handling solution, I want to be the person you call.”
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He believes that the company’s true value lies in its engineering expertise for solving problems that don’t exist yet. “Our brand is built on our ability to solve problems and help our customers either make more money or spend less money – and do things in a safer way,” he says. “We don’t make any money unless you are, which is a great win-win for us and our customers.” The company has a track record of engineering solutions for ports and railroads, crane and rigging companies, and producing forklift attachments. “Understanding our customer base and their operations helps us offer solutions that really drive their business.
We start with a blank sheet of paper and from there we drive industry change – but really it is our customers who are driving it with us.” In the ports industry, breakbulk is its number one market because there are both crane and forklift companies working in that segment. “They need to have a lot of versatility, for example if a reach stacker has to shift 30,000 tonnes of coils, they’re asking us what they need to do it right,” he adds. In this regard, Greenfield becomes almost a part of its customers’ sales process. “When they have a customer calling on them, asking if they have the capability to undertake a contract, they can turn to us to understand what they need to buy to handle those loads. This gives their customers confidence that they are ready to deliver.” Demand has grown as the industry moved
from manufacturing its own makeshift solutions to insisting on fully designed and tested equipment. “Decades ago, they had their own welders and mechanics who could make them a lifting beam, for example. But today that won’t do. They need equipment that has been properly engineered and comes with load testing documents and all the required certifications.” A better safety culture means that its customers will try to build something for a
below-the-hook application themselves. “They come to us to get properly rated equipment that comes with all the right decals and manuals. It is engineered by us, and we stand behind it, so that gives them a lot of confidence in the solution.”
Connectivity Along with helping to improve flexibility and versatility for customers, Greenfield is increasingly being asked about connectivity. Industry 4.0 and the Internet of Things now often require equipment to have smart capabilities. “We always start from a blank sheet of paper when creating a customer solution,” says Calomino. “However, we are getting more requests that involve smart technology and sensors.” He cites a recent enquiry from a company that wanted to automate the lifting process on its forklifts. “We are exploring whether scanning a QR code or using RFID tags could enable automated lifting in this scenario,” he says. “The customer wants the operator to be able to still drive the truck but automate the lifting process to reduce the risk of a mistake or error. They want that consistency from a repeatable task and that is where the technology can come in.”
Roll trailer. xii | October 2025 |
www.hoistmagazine.com
Direct lift mast ram.
Super sack spreader.
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