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Distributor Spotlight | Crane Engineering
**Kimberly, Wisconsin**
Lance Crane, the Owner, President, and CEO of Crane Engineering, sat down with us recently to share insights into the company's longstanding partnership with Viking Pump. As a third-generation family-run business, Crane Engineering has come a long way since its humble beginnings in 1939 when Herbert Crane founded the company on Wisconsin Avenue in Appleton, Wisconsin.
Back then, it was a one-man operation, focusing primarily on representing two key brands: Viking Pump and ITT Goulds Pumps. The initial customer base consisted mainly of the pulp and paper industry, with early clients like Kimberly-Clark Corp. and Consolidated Papers, Inc. (now known as Stora Enso). These partnerships remain strong today, with both products still being part of Crane Engineering's offerings.
Fast forward to 1962 when Jim Crane joined the business, eventually purchasing it from his father in 1968. Under Jim’s leadership, the company diversified into various industries such as general industrial, food processing, and municipal water and wastewater systems. The product lineup expanded beyond just pumps to include valves, mechanical seals, and filters. By the early 1970s, the company had grown from a four or five-person team to reaching $1 million in annual sales—a testament to its steady growth trajectory.
In 2004, Lance Crane stepped into the picture, officially taking over the company in 2007. His vision brought Crane Engineering to new heights, not only in terms of financial performance but also in fostering an innovative corporate culture centered around six core values: Integrity & Respect, Teamwork, Customer Focus, Excellence & Innovation, Passion & Energy, and Fun. These principles serve as the foundation for evaluating every employee's contribution, making them integral to the company’s success.
To celebrate their 80th anniversary this year, Crane Engineering held a grand celebration that highlighted their rich history and commitment to excellence. The event was a reminder of how far they’ve come and their dedication to staying true to their roots while embracing modern advancements.
One of the most exciting initiatives at Crane Engineering is their “212 Award,†inspired by the idea that going the extra mile can make all the difference. Just like water needs to reach 212 degrees to boil, employees are encouraged to push beyond the expected to achieve extraordinary results. This philosophy aligns perfectly with Viking Pump’s mission to create a seamless customer experience, which Lance Crane describes as a competitive edge translating directly into superior technical solutions, faster responses, and easier transactions.
As one of the Midwest’s premier providers of fluid process solutions, Crane Engineering serves over 3,000 customers across 46 states, Canada, and Mexico. Their headquarters in Kimberly, Wisconsin, houses a Distribution Center, a Service and Repair Center, and OptiFlow™ Integrated Skid Systems. About a year and a half ago, they acquired RD Smith, a smaller pump distributor based in Eau Claire, Wisconsin. This acquisition expanded their reach into the dairy and food and beverage sectors, which now represent the largest market segment in Wisconsin, surpassing even the traditional paper industry.
The company’s product portfolio has grown significantly, now including premium pump brands and other industrial equipment. They also have a dedicated division focused exclusively on wastewater equipment and another small team specializing in corrosion-resistant products used for applications ranging from industrial flooring to wastewater clarifiers. Post-installation, a robust field repair crew ensures that maintenance needs are met promptly and efficiently.
Innovative projects like their mobile wastewater treatment system, Oystra™, showcase Crane Engineering’s commitment to making a positive impact globally. Funded by a grant from the Bill and Melinda Gates Foundation, this portable solution aims to address sanitation challenges in areas lacking proper infrastructure, preventing harmful discharges into the environment.
Collaboration with Viking Pump has been instrumental in many successful projects, particularly in the food processing sector. Recently, they delivered Viking 4724 Series™ stainless steel pump assemblies for a corn syrup application used in packaged “steamable†potato sauces. The unique stainless bases and guards set their assemblies apart from competitors, highlighting the value of a joint effort where Viking supplied the pumps and Crane assembled them into complete turnkey packages.
Tom Schroeder, District Team Leader, emphasized the synergy between the two companies, noting that Viking consistently provides tailored solutions ensuring long-term reliability for customers. He described their collaboration as a “trifecta†between Viking, Crane, and the client, emphasizing shared goals of continuous improvement. Social media strategies and upcoming e-commerce ventures further strengthen this alliance, positioning both companies as leaders in their respective fields.
For more details about Crane Engineering, visit their official website at craneengineering.net. Stay tuned for updates as this dynamic duo continues to redefine excellence in fluid process solutions!