July 14, 2023

Yale Appoints new Warehouse Sales Director


Yale Lift Truck Technologies has appointed Ron Farr to a new role as Director, Warehouse Sales – EMEA, helping to continue to drive the brand’s focus on the intralogistics industry.

In his role, Farr will support the independent Yale Dealer Partners across the region in providing customers with the right materials handling solutions to meet their operational requirements. The creation of this new position demonstrates the importance Yale places on developing its capabilities and solutions for the fast-evolving warehouse sector.

“I’m excited about this new position because my entire life has been about warehouse trucks, and I see customer engagement with a warehouse machine as slightly different to that of the counterbalance truck,” says Farr, who has worked for the organisation for almost 25 years.

“In my new role, I am looking forward to helping our dealers to realise new opportunities, so that our warehouse customers can experience and benefit from our technology-enabled lift trucks,” he continues. “We understand the issues that warehouses face, and have solutions to help meet these challenges. Our aim is to support productivity, efficiency, and reduced costs, as well as providing the excellent service and support that dynamic intralogistics operations rely on.”

Farr has worked in a number of roles throughout his career, including as a Draftsman, a Technical Manager, and in Sales. All his roles have been related to warehouse equipment, giving him a high level of insight and expertise that will benefit customers and dealers alike.

Yale Lift Truck Technologies leverages over a century of material handling experience and substantial investment in innovation to bring the most advanced technology-driven lift truck solutions to market. The company offers a full line of award-winning lift trucks, including reach trucks, order pickers, very narrow aisle trucks, pallet jacks and trucks, pallet stackers, tow tractors and counterbalanced forklifts, as well as powerful operator assist solutions, proven robotics and a wide range of power sources to help customers adapt to today’s demanding supply chain. Yale and its independent dealer network support these solutions with comprehensive after-sales service, parts, financing and training.



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