New leadership is bringing fresh energy to SATEC’s customer-first culture.
Robin Kleinwort never expected his path to the seed industry to begin with a hunting group.
More than a decade ago, the mechanical engineer met SATEC founder Jens Hacklaender through a shared hunting horn group in Germany. Over the years, casual conversations about the business evolved into something much bigger. When Hacklaender began thinking about the company’s future, he approached Kleinwort with an unexpected question: Would he consider taking over the machine building part of the company, SATEC Equipment?
The opportunity aligned with a lifelong ambition to start his own business. Before making the leap into seed, he immersed himself in an industry he had never worked in before. He learned about SATEC’s business designing seed coating, pelleting and seed treatment systems, but he also discovered something he hadn’t expected — a mission that resonated with him.
“In the seed industry, I find it very exciting to work where it is all about feeding the world,” he says. “Researching new technologies to move farming to the next level, to become more efficient and thereby also feeding more people. It is very appealing motivation.”
Kleinwort officially became managing director Aug. 1, after purchasing SATEC Equipment earlier in 2026. SATEC founder Jens Hacklaender is still assisting in the background and now focuses on his second company SATEC Handelsgesellschaft. While Kleinwort plans to accelerate growth, he says the company’s greatest strength is one he has no intention of changing.
Carrying Forward a Customer-First Culture
For Kleinwort, the transition is about protecting the values that built SATEC.
“The previous owner always had a very good ear for the customers,” he says. “Most of the products were originally developed based on customer needs.”
Many of those products began as custom solutions for individual customers before becoming part of SATEC’s broader product portfolio. Kleinwort believes that willingness to listen remains one of the company’s greatest competitive advantages.
“We really carefully listen to the customer and their individual needs, and then create a perfect solution for them,” he says.
However, the company’s excellent, long-standing knowledge of the seed industry has also repeatedly led to forward-looking developments. In the future Satec Equipment and Satec Handelsgesellschaft will cooperate where necessary and helpful for customers. As an informal group they offer not only equipment but also know-how and products for coating and pelleting of seeds.
“If results have to be improved, we have different possibilities: modifications of the equipment, the product or the recipe,” Kleinwort says.
That philosophy extends beyond engineering. As a privately owned family business, SATEC measures success differently than many larger manufacturers.
“We are a family business, and we focus on long-term partnerships with our customers,” Kleinwort says. “We’re not always looking for the most profitable solution for ourselves, but we’re looking for the most profitable solution for our customers.”
He believes that approach creates stronger relationships and lasting customer loyalty.
Making Growth Intentional
While SATEC’s values will remain intact, Kleinwort believes the company has an opportunity to regain momentum.
Kleinwort says SATEC still holds a unique position in the seed treatment equipment market combining technology, chemistry and service for seed treatment, but increased competition over the past two decades has changed the landscape.
“Now it’s time to gain back some of the business that we lost by building up a strong sales organization,” he says.
That effort includes expanding the company’s presence outside Europe. He wants to develop stronger sales and service partnerships in North America, South America and the Asia-Pacific region.
“If your machines are good enough, they sell themselves,” Kleinwort says of the company’s long-standing philosophy. “I agree with this statement. But in addition, I think you also need some presence close by your customers.”
Beyond the Mixing Chamber
Continued innovation will fuel future growth. SATEC has established a strong reputation for laboratory coating and pelleting equipment, often serving as customers’ first introduction to the company’s technology. Over the past four decades those relationships led to several installments of larger automated industrial seed treatment systems.
The company also plans to continue investing in automation for laboratory coating & pelleting machines, reducing manual & repetitive tasks while improving repeatability and testing efficiency.
Beyond that, Kleinwort wants SATEC to broaden its capabilities by developing more equipment before and after the seed treatment process, allowing customers to source more complete systems from a single supplier.
Preserving What Matters
Kleinwort believes the leadership transition represents both continuity and renewal. He wants long-term customers to recognize the same commitment to service and partnership that has defined SATEC for decades while seeing renewed investment in innovation, market expansion and customer support.
“Our expertise in machinery, as well as in the development of seed treatment products and pelleting technology – all under one roof – is unrivalled in the industry. It offers our customers a comprehensive service. This is a treasure worth cherishing,” he says. “We are happy to welcome new customers, especially from new regions, to serve them with excellent seed treatment machinery quality, to help them to be successful on the market.”
