How JRO Griffiths Transformed Their Potato Harvest
Based in Shropshire, JRO Griffiths is a large-scale agricultural operation growing a large area of potatoes for major UK processors. With a farming heritage in Shropshire dating back to 1938 and a history spanning several centuries before that in Herefordshire, the business is committed to long-term regional production.
To handle their harvest across a 30-to-40-mile radius, the farm operates four AVR Puma 4.0 self-propelled potato harvesters, backed by local dealer TR Machinery. Managing director Robin Griffiths explains how transitioning to a full self-propelled fleet boosted output, alleviated operator fatigue, and secured crucial dealer support.
Q: JRO Griffiths has a long history in Shropshire. What originally drove your decision to move to self-propelled harvesters, and why did you choose AVR?
Robin Griffiths: When we evaluated the self-propelled options on the market, we set out with very clear criteria. We wanted machines that were highly deployable, quick on the road, straightforward to maintain, and easy for operators to run. Crucially, we also wanted to partner with a business that shared a family-based ethos.
AVR ticked every box. We bought our first Puma in 2021. After just a couple of weeks, we decided to buy a second one because running a hybrid system alongside our old, trailed harvesters was complicated. Moving to duplicate machines made operations seamless; if anything, ever went wrong, we had instant crossover between the units. From there, we expanded the fleet to the four Pumas we run today.
Q: AVR builds its machinery in Belgium. Did you research the factory before committing?
Robin: We did extensive research over several years, watching videos, speaking with existing owners across the industry, attending shows, and visiting the factory itself. The factory environment in Roeselare is fantastic; everyone knows each other, and there is a strong 'can-do' attitude.
Because almost everyone working at AVR comes from a farming background, they understand a grower's challenges immediately. You can talk to their technical or R&D teams, offer constructive feedback, and they listen without getting defensive. That practical farm background makes a massive difference compared to purely corporate manufacturers.
Q: How has running four self-propelled harvesters changed your operational output and staffing dynamics?
Robin: The efficiency gains have been huge. In the past, filling a trailer might take 20 to 40 minutes; with the Puma's instant capacity, it takes about 10 minutes. When we deploy all four machines in a single field, we have oceans of capacity. It takes the pressure off the entire supply chain and allows us to react rapidly to processor orders.
The impact on our team has been equally significant. In the modern era, work-life balance is essential. Operating trailed harvesters meant looking behind you all day, which caused real physical fatigue. On the self-propelled Pumas, everything is right in front of the operator. At the end of a long shift, our drivers step out of the cab looking fresh and relaxed.
The usability makes it very easy to upskill young drivers. They adapt quickly; they aren't under pressure because of the machine's sheer output, and of course they enjoy driving big, modern kit.
Another positive we have found is the wheeled AVR Pumas travel efficiently between fields on standard tyres. With the driver positioned right at the front of the unit, road visibility is significantly enhanced, resulting in fewer traffic issues compared to tractor-trailed setups.
Q: How do the Pumas cope with the different soil types across your farm?
Robin: We farm a varied mix of land, but the AVR handles it with ease. The machine was designed in the heartland of European potato production, so wide operational bandwidth is built into it. Whether we are harvesting in very sandy ground, heavy clay, or extreme wet and dry conditions, the performance remains consistent.
Q: How do you divide maintenance between your own workshop team and the dealer?
Robin: We handle about 70% of our own routine maintenance in-house. One great feature of AVR's engineering is the commonality of standard farm parts. For instance, when a bearing went on one machine, we were able to pull a standard replacement right off our own workshop shelves rather than waiting for a specialised harvester component.
When it comes to advanced diagnostics, software, engine management, or complex hydraulics, TR Machinery sends out a technician who works side-by-side with our team.
Q: In a high-stakes potato harvest, backup is critical. How has your experience been with local dealer TR Machinery?
Robin: TR has been fantastic, enthusiastic, knowledgeable, and reliable. They understand that potato harvesting is a mission-critical spring and autumn event. In this business, it's usually £1 parts that stop your machine rather than £2,000 parts, so having the right inventory on the shelf is vital, TR Machinery goes out of its way to stock essential parts locally. Furthermore, through their network with AVR, any urgent part not in stock can be delivered directly from the factory in Belgium to them and onto our farm within a 12-hour window. There is also a great spirit of cooperation among regional AVR dealers, who will happily loan parts to one another to keep a grower moving, even on a bank holiday Saturday.
Q: If you had to sum up your experience with the AVR Puma harvesters in a few words, what would they be?
Robin: I would say: "Very comfortable with the product."
It’s an enjoyable machine to own. The performance is high, maintenance is low, and depreciation is minimal. From my perspective, it pretty well ticks all the boxes.