As part of our “Key Business Outlooks 2025” series, we sit down with Brian Barr, a leading voice in the potato processing industry. In this exclusive interview, he shares his perspective on the evolving market dynamics, key challenges, and the innovations shaping the year ahead. Discover what lies ahead for 2025 and beyond.

Potato Business: Considering the market volatility, supply chain disruptions, energy costs, and workforce scarcity, what does this past year look like for your company when you draw the line?

Brian Barr, Director of Sales, Heat and Control: Despite the 2024 market challenges, Heat and Control’s customers still are experiencing higher than normal demand for their products resulting in continued growth for Heat and Control as we work to service the equipment, service, and support needs of our global customer base. Together with our customers, we are working to help improve their operations by optimizing current assets, upgrading assets, and assisting them in developing their team with our extensive training offerings.

What are you expectations for next year, keeping in mind the legacy of 2024, but also the current challenges?

Heat and Control expects many of 2024’s challenges to carry into 2025, but we also expect added growth as our customers continue to invest in capital equipment and automation solutions to meet their ever-changing customer requirements. We also see a big focus on sustainability and have released multiple solutions late this year that will help our customer achieve both their operational and sustainability goals.

How do you estimate the market will evolve and what is your priority list for 2025?

The market continues to evolve with our customers and partners looking for equipment solutions that feature enhanced sanitary designs, added flexibility, higher levels of automation, and shorter lead-times (allowing them to realize the benefits of their investments as quickly as possible). While prioritizing these key features, we also are keenly aware of the labor challenges our customer partners continue to experience, so have developed equipment and training solutions to help them navigate these on-going challenges that will carry into 2025 and beyond.

Where did the growth opportunities come from and what is the most import lesson you have learned in recent times?

We have been fortunate to see growth opportunities throughout the various product segments we service. From French Fries to snack foods, candy to poultry, our customers and prospects are looking to upgrade their equipment solutions to meet the demand of their customers. As we work to service these varied industries, the key learning we have from 2024 (and truly since COVID) is to expect change and adapt quickly. In a changing market, our customers need to be able to flex and meet quick changes from their consumer. Based on this, Heat and Control is focused on providing flexible equipment solutions that meet our customer partners short and long-term needs; growing with them as their product portfolios develop.

What strategies are you implementing to maintain a competitive edge in an increasingly saturated market?

Our key strategy to achieve continued growth in a crowded and competitive marketplace is centered on one key factor – SERVICE! We aim to provide unparalleled customer service at every interaction. From an initial discussion on equipment needs to in-plant support and training – Heat and Control is focused on providing an exemplary customer experience that allows our customers the confidence to navigate their challenges with the knowledge and trust we will be there from start to finish (which with our equipment solutions equates to 30+ years of operation in their facilities).

What was unexpected in 2024 and how did it impact your business?

An unexpected (but welcome) change we saw in 2024 was the drive for innovation. This drive for innovation (in equipment solutions and new consumer products/packaging) was done at a pace much faster than we’ve seen as our customer partners work to adapt to their changing consumer needs and trends. Our customer partners have been more driven than ever to bring new products to market as quickly as possible. This has required us to quickly partner on these projects, be increasingly creative in equipment/service design and flexibility, and deliver these enhanced solutions to help our customers meet their aggressive commitments for growth. This has provided us with great opportunities to build on our legacy of pioneering new solutions while utilizing our extensive experience; allow us to expand our and our customer’s business!

What would you like to see happening in 2025 for your stakeholders and business environment (in terms of policy, regulations, and market) in order for your business to thrive more?

Our goal for 2025 is for an improved and growing economy across all regions and markets we serve. This will allow our customer partners to continue their investments and growth in a wide range of marketplaces that thrive.