A Master-Claas Event

Cathrina Claas-Mühlhäuser visited G & J East on 5 March 2026, the visit signifies much more than a courtesy call from an international manufacturer. It was a reminder of something increasingly rare in modern business — that family values still matter in business.

As Chairwoman of the Supervisory Board and Shareholders’ Committee of CLAAS, Cathrina represents a generational family enterprise that has grown from a small German workshop into one of the world’s leading agricultural machinery manufacturers. Yet despite its global scale, CLAAS remains family-owned and guided by these values.

Her visit to our local dealership in Kadina, established near on 99 years ago, was significant not simply because of the brand she represents, but because of the message it sends to regional communities like ours. In an era where the farm machinery industry is becoming increasingly corporatized — driven by consolidation & shareholder expectations— the presence of a family owner on the ground in regional Australia speaks volumes.

Agriculture itself is built on family. Farms are passed down through generations. Knowledge is handed from parent to child. Decisions are made not just for the next quarter, but for the next decade. It is fitting that the businesses which support agriculture reflect those same principles.

Family businesses tend to think differently. They value relationships over transactions. They understand that reputation, built over decades, can be lost overnight. They know that supporting a local show, sponsoring a local football team, or backing a community fundraiser is not a line item — it is an investment in the surrounding community.

As machinery dealerships grow larger and more centralised, there is a risk that local knowledge and personal accountability can be diluted. Corporate structures can bring efficiency and scale, but they can also create distance between decision-makers and the communities they serve. Farmers deserve more than a call centre or a policy manual. They deserve partners who understand seasonal pressures, local conditions, and the reality of running a family farm.

Cathrina’ attendance at G & J East reinforced the importance of staying connected. It demonstrated that even as companies expand globally, they can remain grounded in the values that made them successful in the first place.

For our region, her visit was a proud moment. It acknowledged the role that local dealerships play in supporting Australian agriculture and highlighted that strong partnerships are built on shared values, from the farmer through to manufacturer not from the boardroom down to the farmer.