KUPTZ
Steel Fence · Europe Playbook — Kuptz × EuroDev
Trip: UK → Ireland → Netherlands · meetings Mon Jun 29 – Thu Jul 2, 2026
Team: Lincoln Meredith (Kuptz)  ·  Michel & EuroDev (European GTM)
Mission: move every account onto Kuptz, and open new distribution — on the strength of one story: better product, better price, easier to install and ship.
Open the day-by-day itinerary ↗
The 30-second story

Why Kuptz, and why now

“We built Buckley's fence for years. We've now left Buckley and launched our own fence — Kuptz. Same board-fence look, same rail spacing, so it sits right next to what you already know — but we re-engineered it around the three things you actually feel on a job: price, installation, and logistics.”

Our philosophy: a better product at a better price, problems solved head-on, and we don't overpromise.

That last line matters on this trip — the product is in pre-order and some specs aren't finalized. Confidence, not overclaiming.

The pitch arsenal

Kuptz vs. Buckley — the proof points

Everything below maps to Price · Installation · Logistics — the exact three concerns written into your Dutch agendas.

Logistics — the headline fix
Kuptz ships on standard 96"×45" (~244 × 114 cm) plastic pallets instead of the old custom steel crates — end-loaded, side-loaded on flatbeds, sideways in 54′ (~16.5 m) trucks, or pallet-jack + lift gate. Posts and rails fit on the same pallet. Pallets are returnable or disposable (recycled, steel-reinforced plastic). Safer, standard, cheaper to move.
Installation — faster, simpler
8′ post centers (~2.44 m, vs ~9′8″ / ~2.95 m): ~20% more posts, but each post is shorter, cheaper, and easier to set. Posts are designed to be driven — no concrete in most soils (gate posts always set in concrete; looser/heavier soils may too; final word pending test results). Simpler gates — fewer custom parts, no more gate posts (gates were Buckley's biggest bottleneck). One universal lock spacer replaces the 4-way posts.
Price — better product, lower cost
Lighter where it can be (a rail option is 25% less material and still stronger), cheaper posts, half the concrete, cheaper gates, fewer custom SKUs. Competitive with wood & PVC, cheaper than welded steel — and near-zero maintenance over its life.
Product — stronger & cleaner
Wider, more rigid rails (meaningfully stronger than Buckley's). Grommets are bee- and wasp-resistant and carry Kuptz branding. 5-layer powder-coat (zinc → conversion → epoxy primer → polyester topcoat), texture black or gloss white, 2/3/4-rail, rails angle ±22.5° for slopes, animal-safe rounded edges that flex on impact.
How to position it
Lead with outcomes, not spec sheets: "significantly stronger rails, posts that drive in, simpler and cheaper gates, ships on standard pallets." The product is in pre-order with some specs still being finalised — sell the direction with confidence, don't overclaim hard numbers yet.
Read of the room

Four kinds of meeting, one trip

These aren't seven cold pitches. They're four distinct plays — match your posture to each:

1 · Existing partners — transition & deepen
Rutjes · Geert & Henk. Already selling/listing the steel fence. Job: convert "Buckley" → "Kuptz" cleanly, reassure on supply & margin, update their marketing, take a reorder.
2 · Distributors — get on the shelf
McVeigh Parker · StowAg · Hanley. Big channel reach. Job: position Kuptz as the premium board-fence line they don't have, land a stocking/dealer conversation + a pilot.
3 · GTM partner — align the engine
EuroDev. Your outsourced European sales team. Job: half-year review, set H2 priorities, point their pipeline at exactly these distributor types.
4 · Lighthouse — brand & demand
KNHS. The Royal Dutch Equestrian Federation. Not a buyer — a megaphone. Job: demo plots at the National Centre + presence at summer events.
The meetings

Seven rooms, in order

UK · Mon
Monday Jun 29 · 10:00 · Thornden Farm, Headcorn, Kent

McVeigh Parker

Chris Hambridge — CEO
From Michel’s itinerary — McVeigh Parker

Their feedback (June 2025): “The price is not workable.” Their traditional metal parkland fence runs £27/m — anchor the value conversation against that.

Goal — Chris needs to understand:

  • The business model
  • The exact margins & prices
  • The installation process
  • The supply chain from China

What to present:

  • Pricelist & his margins
  • Our ideal target market
  • What’s unique vs. his current portfolio
  • Existing B2B interest — Professional Paddock & Joe Blackburn
  • Case studies
  • Metal-fencing demand is growing steadily (per his competitors)
Who they are
One of the UK's largest independent fencing & farming suppliers. Founded 1979, family firm, 8 depots, ~120 staff, £10M+ stock, 50+ delivery vehicles. ISO-certified, FSC/PEFC. Creators of the Triple X all-steel system (Clipex steel posts + Xfence wire). Customers: farms, estates, utilities (rail/utility boundaries), equestrian.
Why they matter / your angle
National distribution muscle, and they already sell steel fencing — so they don't need convincing that steel beats timber. But their steel is wire/stock fencing (Clipex/Triple X). Kuptz is a premium board-rail fence — a category they don't have. Position Kuptz as the estate / equestrian / residential curb-appeal line that completes their range, not a competitor to Clipex.
Talking points
  • Your Triple X story proves you can move premium steel — Kuptz is the board-fence complement to it.
  • Zero-maintenance steel that looks like a traditional board fence — for the estates and equestrian clients who currently buy timber post-and-rail.
  • Same depot + fleet you already run; we ship on standard pallets, posts and rails together — easy to stock and break down.
  • Outlasts wood ~5:1, no painting or board replacement — the lifetime-cost argument your buyers already understand.
The ask
Open a stocking-dealer conversation: who owns product/buying decisions, what terms look like, and a single-depot pilot (Kent is right here). Leave with a named next step.
Watch-outs
Position Kuptz as complementary to their Triple X range, not a competitor to it. Product is pre-order — be clear on timing. Worth probing whether Kuptz could qualify under UK grant schemes (Clipex posts qualify for SFI/EWCO/Countryside Stewardship).
UK · Mon
Monday Jun 29 · 15:00 · Moreton-in-Marsh, Cotswolds

StowAg

Hayden Wheatcroft — Commercial Manager
From Michel’s itinerary — StowAg

Company background:

  • Founded 1969, family business
  • Four England locations: Longborough (HQ), Thame, Much Cowarne, Alton
  • Supplies farmers, contractors, estate managers, equestrian customers, landowners
  • Stocks 15,000+ products (fencing, timber, animal health, livestock equipment, feed, tools, workwear)
  • 54 FTE · annual revenue ~£14.5M

What’s important to them: transparent pricing · reliable, realistic delivery timelines · a strong long-term partnership.

Questions / way of working:

  • Do they target B2B and B2C?
  • Stocking dealer? Margins? Lead time?
  • Exclusivity for the whole UK (including Ireland)?
  • 12-month distributor agreement — evaluate after?
  • Suggested start: black 2 & 3-rail — a 40 ft container
Who they are
Family-run Cotswolds agricultural supplier since 1969. ~15,000 product lines, 4 stores (Gloucestershire, Oxfordshire/Thame, Hampshire/Alton, Herefordshire), own fleet, free delivery within 50 miles (~80 km), trade accounts. Serve farmers, contractors, estates and equestrian. Their fencing today is mostly timber (creosote/UC4), stock fencing, electric, and gates.
Why they matter / your angle
Regional but dense, timber-heavy customer base in wealthy estate/equestrian country (the Cotswolds). Kuptz is the natural premium upsell over the timber post-and-rail they sell now: same look, outlasts it 5:1, no maintenance. A Commercial Manager owns range & margin — talk units, margin, turns.
Talking points
  • Your estate & equestrian customers buy timber post-and-rail and replace boards for years — Kuptz is the steel version that looks the same and never needs it.
  • Ships on standard pallets, posts + rails together — slots into your yard and 50-mile (~80 km) delivery model.
  • Priced against wood and PVC, not welded steel — a premium line with a real margin story, not a hard sell.
  • You already guide customers on "which fence is right" — Kuptz gives your team a no-maintenance answer for the high-end job.
The ask
A trial stocking order or a featured display at the Longborough store, plus agreement to quote Kuptz on their next estate/equestrian fencing enquiry.
Watch-outs
Regional (4 stores) — scale the ask to their size. Pre-order timing. They're grant-aware (they advertise "fencing grant" guidance) — be ready for the funding question.
Ireland · Tue
Tuesday Jun 30 · 11:00 · Ballydooley, Co. Roscommon

J.F. Hanley

John F. Hanley — Managing Director (Fencing), 40+ yrs
From Michel’s itinerary — J.F. Hanley

Company background:

  • Started 1977, two main branches
  • Lawn & farming machinery; commercial fencing contractors
  • Little horse-rail activity, but timber-fencing experience
  • Lots of experience in security, roads, and crash barriers

Goal:

  • Can J.F. Hanley and Kuptz work together?
  • Stocking or non-stocking dealer?
  • Exclusivity — check whether StowAg also wants Ireland, and whether that’s a deal-breaker for them
  • Does John (or his team) have equestrian experience?

What to present:

  • Pricelist & his margins
  • Our ideal target market
  • What’s unique vs. his portfolio
  • Kuptz steel fencing itself — he has only seen Buckley
Who they are
Roscommon group since 1978: fencing contractor/installer + Honda/Toro ATV & groundcare. Fencing division is a nationwide player in road barriers, security & perimeter fencing, and post-and-rail / stud railing. Blue-chip credibility — ESB, Intel, Dublin Airport. Certified installers, powder-coat/galvanised products with long guarantees.
Why they matter / your angle
Two things: Ireland is stud-farm country (a huge equestrian post-and-rail market), and Hanley installs — they're a dealer who can put steel in the ground. They already do "stud railing" and "ranch railing" in timber/steel. Kuptz = the premium, zero-maintenance stud/estate rail in their portfolio. They live in powder-coat and long guarantees, so the finish story lands instantly.
Talking points
  • You already sell stud and ranch railing — Kuptz is the steel post-and-rail that never rots and never needs painting, for Ireland's stud farms and estates.
  • You install, so the install wins are yours: 8′ centers, driven posts (no concrete in most soils), simpler gates with no gate posts — fewer site headaches, faster jobs.
  • Galvanised + powder-coat with the longevity your spec clients (Intel, ESB) expect.
  • Ships on standard pallets — straightforward to land in Roscommon and run off your own fleet.
The ask
An installing-dealer relationship for the equestrian/estate segment, plus one reference stud-farm install to showcase. Confirm who handles their fencing procurement.
Watch-outs
Much of their fencing revenue is road barrier/security — keep them focused on the equestrian/estate fit, where Kuptz actually wins. Install spec: posts driven in most soils; concrete for gate posts and heavier ground — Irish soil varies, so keep it conditional, not absolute (test results pending).
Netherlands · Wed
Wednesday Jul 1 · 09:00 · Entersestraat 12, Goor

Rutjes Paardenboxen & Omheiningen

John Rutjes — Director · existing partner — anchor account
From Michel’s itinerary — Rutjes Paardenboxen
  • Inventory: who owns the current inventory and what quantities? Can products still be ordered the usual way?
  • Buckley visibility: none at this point — Jim is the only person in the org. Offer help where possible.
  • KNHS: John can make the call.
  • Kuptz pricing: insight into current prices and the expected effect on his margin.
  • Two manufacturers — Mexico & China. Using less steel; same standards/dimensions as the EU.
  • No more steel crates — customers handle the unload themselves (e.g. tractors).
  • No concrete needed — posts can be pounded straight into the ground.
Who they are
Established (~15–20 yr) equestrian specialist: horse boxes, stall fronts, English estate gates, fencing & accessories. 2,000 m² showroom + 3,000 m² yard, they install, short lead times, three pillars: price, quality, design. Already marketing steel fence as a "50-year, sustainable investment." This is the partner you said is likely to stay.
Why they matter / your angle
Your NL equestrian anchor and your route into KNHS. This meeting is transition + reassurance, not a pitch. Convert him fully to Kuptz, answer his open questions, and lock the KNHS intro. He already believes in the steel story — protect the relationship and the margin.
His questions — have answers ready
He'll askYour line
Inventory — who owns current stock & how much; can he still order normally?Confirm continuity of supply and ordering through the switch so there's no gap.
Pricing & margin impactBetter product at a better cost base (lighter rail option, cheaper posts/gates, half the concrete) → protects or improves his margin. Don't quote final numbers you can't hold.
ManufacturingSourcing is being finalised across multiple plants — keep it high-level, don't overpromise specifics.
Talking points
  • Same look, same rail spacing as the Buckley fence you already show — your customers won't see a downgrade, they'll see an upgrade.
  • EU-spec: standard dimensions, lighter, no steel crates (your team unloads with a tractor), and posts designed to be driven straight in — no concrete in most soils (gate posts excepted) — far easier montage.
  • Nothing changes for you on contacts or ordering — we just improved price, install and logistics.
  • Let's line up the KNHS introduction together — you make the call, I bring the product story.
The KNHS play — set it up here
You and Rutjes both already have a KNHS relationship. The plan built under Buckley: Kuptz donates fence for the specific areas you've walked with KNHS in person (your "3 plots"), plus moveable materials they can use during shows; Rutjes supplies the donated material and is paid to install it. The goal now is simply to get KNHS running Kuptz instead of Buckley. The goodwill: Kuptz is what makes this donation possible — strong ground to build the relationship on. Confirm Rutjes is fully behind pushing Kuptz at the 16:30 meeting and that the supply-and-install deal carries over to Kuptz.
The ask
Formal commitment to carry Kuptz, an updated marketing/site swap from Buckley to Kuptz, a reorder, and Rutjes aligned to convert the KNHS donation + install deal to Kuptz and walk in warm at 16:30.
Watch-outs
This is the most valuable European relationship — if anything is unresolved on supply, name it honestly rather than paper over it. On install: posts are designed to be driven (no concrete in most soils); gate posts and certain soils still need concrete; confirmation pending test results. Avoid promising "zero concrete" flat-out.
Netherlands · Wed
Wednesday Jul 1 · 11:00 · Windmolen 22, Almelo · lunch + half-year review

EuroDev

Yvonne Overmaat — COO (joined 2025) · your GTM partner
From Michel’s itinerary — EuroDev
  • Chat with Yvonne
  • Lunch & half-year review
  • How to move forward with Kuptz Steel Fence
Who they are
Since 1996, the go-to European expansion partner for North American companies — sales outsourcing, HR/EOR, digital marketing, M&A. 75+ multilingual staff, 500+ NA clients, offices Almelo + Belgrade. They are effectively your outsourced European sales team for Kuptz. Founder Mark de Vries; Yvonne runs operations.
Why they matter / your angle
Different posture entirely: this is a partner review, not a sale. Use the half-year review to (a) read the pipeline they've built, (b) re-brief them on Buckley→Kuptz and the sharpened price/install/logistics story, and (c) point them at exactly the distributor archetypes you're meeting this week. Treat Yvonne as the person who scales this across Europe.
Talking points / agenda
  • Pipeline review — what's converted, what's stuck, what each prospect needs to close.
  • The rebrand: everything now goes to market as Kuptz; here's the new one-line story and the updated proof points.
  • H2 target profile: ag/fencing distributors + equestrian specialists like the ones I'm seeing this week — let's replicate Rutjes/Geert & Henk across DE/FR/UK.
  • What I need from you: lead-gen against that profile, marketing assets in Kuptz branding, and a view on whether we need a European entity / EOR for sales hires.
The ask
A written H2 plan: target list, lead-gen cadence, marketing deliverables, and owners — agreed before you leave the table.
Watch-outs
Come with your own pipeline view so the review is two-way, not just them reporting. Be clear on budget/scope for H2 so expectations match spend.
Netherlands · Wed
Wednesday Jul 1 · 16:30 · De Beek 125, Ermelo (Nationaal Hippisch Centrum)

KNHS — Royal Dutch Equestrian Federation

Fleur van Oosterum — Marketing Manager · lighthouse account
From Michel’s itinerary — KNHS (Royal Dutch Equestrian Federation)
  • Explanation: Buckley Fence → Kuptz Steel Fence
  • Planning summer events
  • Planning 3 plots
  • Next steps?
Who they are
The largest equestrian federation in the Netherlands — 170,000+ members, ~6,000 competitions/year, FEI & European Equestrian Federation member. Their HQ is the National Equestrian Centre (Nationaal Hippisch Centrum) in Ermelo, which hosts the NK Dressuur, the Paardenfestival, World Agility Open and more — thousands of visitors.
Why they matter / your angle
Not a cold pitch — you and Rutjes both already have a relationship here, and there's a donation plan on the table (built under Buckley): Kuptz donates fence for the specific areas you've walked with them, plus moveable materials for their shows, with Rutjes supplying + installing. The job now is to get KNHS standardised on Kuptz. They're still a megaphone and a showroom — 170k members, thousands of event visitors — so Kuptz installed at Ermelo = national credibility + a demand funnel that feeds Rutjes and every NL distributor.
Talking points / agenda
  • Kuptz is the new name and the better product — the donation you've discussed now comes through as Kuptz.
  • The 3 plots: the specific areas you've walked together, donated and installed in Kuptz — texture black + gloss white, 2/3/4-rail — seen and touched in your flagship venue.
  • Moveable show materials: a Kuptz kit they set up during the NK Dressuur / Paardenfestival and other events — visibility tied to the summer calendar.
  • Rutjes supplies and installs — one clean local path, no logistics burden on KNHS.
  • Animal-safe by design (rounded edges, flexes on impact, bee/wasp-resistant grommets) — aligned to your welfare focus.
  • The quiet point: this donation happens because of Kuptz — it wasn't on the table otherwise.
The ask
KNHS commits to running Kuptz for the donated areas (the 3 plots) and the moveable show kit, with dates tied to the summer events and Rutjes confirmed as supply + install. (Rutjes opens this at 09:00 — arrive warm.)
Watch-outs
They're a federation focused on sport & welfare, not a reseller — frame this as partnership/visibility and member benefit, not a sales push. Be precise about what "3 plots" means (locations, who funds, who installs) so it doesn't stay vague.
Netherlands · Thu
Thursday Jul 2 · 10:00 · Parallelweg 4, Mill

Geert & Henk

Rolf van der Span — Sales Advisor · with Gijs Berendse — installer (for install Qs) · existing partner
From Michel’s itinerary — Geert & Henk
  • Current situation: Buckley Fence → Kuptz Steel Fence
  • Nothing changes regarding points of contact; the product is improved — mainly price, installation, logistics
  • For installation questions, Gijs Berendse (installation technician) joins the meeting
Who they are
NL equestrian supplier/manufacturer (Mill): horse boxes & stalls, fencing (wood, plastic, steel), field gates, stable doors — own production, showroom, and installation. Their site already lists the metal fence ("Buckley metal fence, 50+ yr, maintenance-free — coming soon"). So they're a lined-up reseller mid-transition.
Why they matter / your angle
Second NL equestrian channel, already bought into the steel story. This is a transition + install-training meeting. Convert their listing from Buckley to Kuptz, and — because Gijs the installer is in the room — win on install details. The install improvements are tailor-made for this conversation.
Talking points
  • Nothing changes on your contacts or how you order — the product just got better on the three things that matter: price, installation, logistics.
  • Update your site/marketing from "Buckley" to "Kuptz" — same look and rail spacing, improved build.
  • For Gijs: 8′ centers with shorter posts designed to be driven (no concrete in most soils — gate posts, and heavy/loose ground, still concreted), simpler gates with no gate posts, a single universal lock spacer (no more 4-way posts), and pallets instead of steel crates — your crew unloads safely with a tractor or pallet jack.
  • Benchmark: your timber post-and-rail starts around €13/m — Kuptz is the no-maintenance premium step up from that.
The ask
Confirm the Kuptz listing + a first stocking/reorder, and walk Gijs through the install method so they can quote installs confidently.
Watch-outs
Gijs will press on real install specifics. Give him the straight version: posts are designed to be driven (no concrete in most soils), gate posts and some soil types still need concrete, and final confirmation is pending test results — don't overpromise "no concrete" full stop. After this meeting the trip splits (your A/B decision).
Before you go

Cross-cutting watch-outs

  • The concrete line (now settled). Posts are designed to be driven — no concrete in most soils. Gate posts always need concrete, and looser/heavier soils may too. Driving is near-certain; final confirmation is pending test results. Say it that way — conditional, not "zero concrete."
  • Don't overpromise. Posts, rails and dimensions are still being finalised and tested. Use ranges and outcomes, not hard specs we can't hold yet.
  • Manufacturing answer. Rutjes will ask. Sourcing is multi-plant and being finalised — keep it high-level.
  • Sequence the Wednesday. Rutjes (09:00) → secure the KNHS intro → KNHS (16:30) arrives warm. EuroDev (11:00) in between is where you set the strategy that the distributor meetings feed.