The Caldwell Group Restructures Canadian Operations

The Caldwell Group Inc. has restructured its Canadian operations to place direct factory representation closer to customers across the country. The restructure divides Canada into strategic regions, each supported by dedicated Caldwell representatives providing sales coverage, product training and technical support.

Brian Sochocki (pictured bottom right) will cover Eastern Canada, Darrin Noe (bottom left) will represent Central Canada, Jeff Ferchen (top left) will oversee Ontario and Jay Schroeder (top right) will manage Western Canada. The team will support the Caldwell, Renfroe and RUD portfolios of material handling, lifting and rigging equipment. Each regional representative will work alongside a customer service professional and an internal product specialist to address more technical applications.

According to Ferchen, director of business development, the updated structure allows for expanded coverage and more frequent engagement with distributors and end users.

“We will now be able to have two Caldwell direct sales people cover each half of the market — Brian and Jeff for the eastern provinces; and Jay and Darrin for the west, incorporating major distributor and end users accounts with increased regularity,” Ferchen said. “We will provide product training and offer technical support, along with joint sales calls, focused on our marketing and product initiatives.”

Under the new regional model, Ferchen will focus on Ontario, while Sochocki will cover New Brunswick, Newfoundland and Labrador, Nova Scotia, Prince Edward Island and Quebec. Noe will lead Saskatchewan and Manitoba, and Schroeder will oversee British Columbia and Alberta. Each region includes a mix of distributors, end users, crane dealers and original equipment manufacturer (OEM) accounts.

The restructure supports Caldwell’s full product offering, including below-the-hook lifters, construction lifters, mill duty lifters, Renfroe clamps and RUD lifting points. Caldwell will continue its partnership with the RUD Group, coordinating North American sales and marketing efforts for RUD material handling and lifting devices within a shared organizational structure.

Ferchen said the new approach strengthens Caldwell’s ability to support partners while tracking shifting market demands.

“We now have direct factory representation to help our distributors focus on products, as well as gain a deeper understanding for what projects and markets are growing versus contracting, so we know where to spend more of our time to help our partners,” he said.

Caldwell partners can continue to locate representatives using the company’s online rep locator.