Given that Toro’s purpose is to “enrich the beauty, productivity and sustainability of the land” (Toro, 2020), both this combined with external pressures from customers and society has meant that Toro have reviewed their environmental footprint even further. As such, there have been industry-changing revelations to their turf equipment and irrigation systems, ones that minimise their carbon footprint, reduce fuel and water consumption, all while improving growing conditions.
Toro have a myriad of sustainable innovations, however this story will be focussing on a select few.
Although mowers in essence are designed to maintain and care for the environment, for many years this has been counterproductive given that their gas emissions were accounting for many of the air pollutants that society breathes in. Toro have recognised this and have redesigned their machinery by introducing hybrid and battery greens mowers. For example, their Greenmaster® eTriFlex Models no longer use hydraulic fluid and are also operationally friendly with less noise and operational cost savings, thus being both sustainable and profitable.
Another innovation which certainly involves more lateral thinking is Toro’s GeoLink system. By using GPS satellites, this software allows users to treat greens and fairways with greater precision when it comes to both watering, using fertilizers and other amendments. This means there is no overs-praying, under-spraying or damaging the turf. It also means less water wastage which is imperative in such an industry given that so much is already used.
By assessing the soil’s moisture content, not only does it ensure greater accuracy and efficiency, but it limits labour time translating into profit.
A lot of the inspiration for Toro’s innovation derives from their mission to enrich the beauty of the land, given that their products’ purpose is to create lush-looking landscapes and assist in the agricultural industry. Given this, it would only make sense to minimise their impact on the environment as they are already doing so much to try and help it. They have had this view for over 100 years and it is therefore enshrined in their purpose.
Besides the obvious environmental benefits, these innovations have meant increased efficiency which leads to less labour time, therefore a cost saving measure for businesses everywhere. The invention of these technologies has also led to higher sales given that it is a unique product, however it has also sparked copycat behaviour from competitors. From an environmental perspective, this is ideal given that other manufacturers are adopting similar sustainable innovations and practices. Conversely from a business perspective, this leads to a greater need for advancements in R&D and Toro are continuously innovating new sustainable products, with some of the latest ones being showcased in this year’s Golf Industry Show hosted in the US.
Looking at it from a purely profit-driven perspective, by having these products that align with the VRIO model (valuable, rare, inimitable and organisational), this increases the chances of having a competitive edge in an industry which has been saturated with new technology and machinery over the decades (Netland and Aspelund, 2013). In addition, given the ever-increasing pressure for businesses to be more socially responsible, these new developments in technology have meant customers (including bigger players such as the MCC and Marvel Stadium) are fulfilling their duties to be socially responsible citizens and are therefore significantly driving sales for Toro.
These innovations have meant that recreational parks, sporting fields and other areas of land are cared for and are safe to play on. These innovations have also significantly helped the agricultural industry which has a flow-on effect in terms of providing food and other resources to society. Environmentally speaking, the advancements in equipment are now leaving less CO2 emissions, whilst using no fuel or hydraulic fluid, and are also seeing significantly less water wastage which leads to less distressed turf.
Luke Spartalis, Service Technician
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Braeside, Victoria, AU
Business Website: www.toro.com.au
Year Founded: 1914
Number of Employees: 5001 to 10000
Although originally founded to build tractor engines, Toro has quickly become a world-renowned leader in turf and landscape maintenance equipment, along with irrigation systems. From its humble beginnings in the US in 1914, throughout time Toro have managed to globalise and enter over 140 countries, whilst also being listed in the New York Stock Exchange. They are considered to be a household name in the golf course industry, with their products also extending to care for sports fields, parks, agricultural industry and even residential use.